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How to make VSL ads that convert like crazy
Estimated reading time: 3 minutes, 7 seconds.
Hey! Another week means another three ads that I’ve found, love, and want to share with you.
This week I want to talk about
The VSL Format and how to win using it
Confronting price in your ads
How you can use story to connect with your customer
So, let’s get moving. Quick note - If you want to lower your CPA by 30% this Q1, then my performance creative agency Fraggell has 1 spot left.

LEAF Shave
We’ve been working with LEAF for a couple of months now, and I’ve been loving the creative that’s been made so far - This one is the latest, and I LOVE it.
We’ve been making a lot of these types of ads recently. If you've never seen them before, they're called VSL, which stands for video sales letters. It's just a direct way to sell your product by simultaneously telling a story. In fact, one of our current top performers for LEAF is one that we made in this style.
The success of these outcomes is down to the script and the visuals that you pair it with, but the hook is also very important because we need to make sure that we attract the right type of user that would be interested in watching this ad. If you can make it interesting enough, you'll find that people end up watching it the whole way through just because it's a good video.
This was made with a mixture of footage we found, especially for the video, along with archive material that LEAF already had.
If you want ads similar to this, I’d love to chat and see how we could help you get some new converting creative - Just click here.

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ROAM Foods

Chances are your product might be a little more expensive than people are used to paying. And often, that can be a major objection causing people not to buy a product, but there's a solution for this: tackle the objection head-on.
Just like ROAM has in this static.
Don't hide away from your price tag. Instead, embrace it; talk about why your product is the price that it is and what people get for the money that they pay.
People are willing to pay a higher price for a better product, but you have to explain to them why it's the price it is; otherwise, they just see it as another overpriced product. Nobody questions why Ferrari costs what they cost because we understand it's a better product than a Ford Fiesta.
TLDR;
Don’t hide away from telling people why your product is the price it is
Direct marketing works for a reason

Mid-Day Squares

2025 is the year of the story ad. We're seeing it across pretty much every single account we work on. Story wins out.
People are sick of seeing the same old ads on their feet. They want something that they can watch and enjoy even if it does not sell to them. This video from Midday Squares is the perfect example. It feels like a mini YouTube video. I want to see how it ends, and I'm enjoying every second of it. How often can you say that about an ad?
Our mission as advertisers is to grab attention and hold it, and that's what stories are made for. By nature, we gravitate towards them, and so if you can find a way to integrate good storytelling with a good sales pitch, the rest is easy.
TLDR;
Story is king
Make ads people want to watch

That’s all for this weeks Nice Ads - Thanks for reading. If you enjoyed it, forward it to a friend and share the love.
Speak soon!
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