We have an estimated 45 minute video sales letter for a women’s supplement. The presenter has been filmed in a warm, natural home setting (kitchen/living room). We have the raw footage (multiple takes per section), the final script, brand assets, product imagery, and supporting graphics.
We need an editor who can take this raw material and turn it into a polished, engaging, high-converting VSL that holds attention for the full runtime and drives action.
WHAT WE’LL PROVIDE
- Raw presenter footage (4K horizontal, multiple takes per section, roughtly 1 hour of raw material)
- Final script with section markers and stage directions
- Brand kit: logo, colors, fonts, product photography
- Ingredient icons and graphics from our website
- Testimonial video clips (up to 3)
- B-roll footage (kitchen scenes, product close-ups)
- Reference VSLs and style direction
WHAT WE NEED YOU TO DELIVER
1. MASTER VSL (Primary Deliverable)
Full-length video sales letter (~45–50 minutes). Horizontal 16:9. Minimum 1080p (4K preferred). This is the hero asset that lives on our landing page.
The edit should include:
- Motion graphics and visual storytelling: Ingredient sections need clean, animated graphics showing each ingredient name, dose, and what it supports. The “five broken systems” section needs visual representation... icons, simple animations, or illustrated diagrams that help the viewer SEE what’s being explained. The comparison chart needs to animate in row by row. The pricing/bundle section needs a clean, compelling pricing table that appears on screen.
- B-roll integration: Weave B-roll throughout to break visual monotony. Presenter footage should NOT be a static talking head for 45 minutes. We need cuts to: product shots, warm nighttime kitchen scenes, steaming mugs, hands mixing the powder, peaceful morning routines, relatable lifestyle imagery. Some of this we’ll provide; some you may need to source from premium stock (we’ll cover licensing costs).
- Emotional pacing and breathing room: This VSL has moments that need to LAND. The mother’s story. The “I don’t feel like myself” line. The transformation scene. These moments need deliberate pacing... pauses, softer music, slower cuts. An experienced VSL editor knows when to accelerate and when to let silence do the work.
- Subtle background music and sound design: Warm, ambient score that shifts with the emotional arc. Quieter during vulnerable moments. Slightly more energetic during the solution reveal. Never overpowering the presenter’s voice. Think documentary tone, not YouTube intro energy. Sound design elements: soft transitions, subtle emphasis hits on key stats or reveals.
- Lower thirds and trust signals: Ingredient names, clinical study references, and trust badges (GMP certified, third-party tested, made in USA) should appear as clean lower thirds at appropriate moments. Not cluttering the screen — reinforcing credibility at key decision points.
- Smooth transitions between sections: The script has distinct sections (cold open, authority, education, enemies, solution, ingredients, proof, offer, close). Each needs a visual transition that signals “new chapter” without breaking flow. Could be a subtle graphic element, a color shift, a brief B-roll bridge, or a text card.
- CTA animations: The call-to-action sections need compelling, clear button animations and pricing table reveals. When the presenter says “click the button below,” the button should appear on screen. The three bundle options need to display cleanly and remain on screen through the close.
2. FOUR COLD OPEN VERSIONS
We have four different cold opens (same script body, different opening (About 2 minutes each). We need the master VSL rendered with each opener so we can A/B test. Same edit quality throughout, only the opening changes.
3. SHORT-FORM AD CLIPS (5–10 clips)
Pull the strongest moments from the VSL and edit them as standalone short-form ad clips for Facebook, Instagram, and YouTube. Formats needed:
•15-second hooks (3–5 variations)
• 30-second clips (2–3 variations)
• 60-second clips (2–3 variations)
• Each in both horizontal (16:9) and vertical (9:16) formats
These should feel like native content, not chopped-up excerpts. They need their own pacing, their own text overlays, and their own CTA at the end.
4. PROJECT FILES
All source files (Premiere Pro, After Effects, or DaVinci Resolve), organized and labeled, so we can make future edits or hand off to another editor if needed. All fonts, graphics, and custom assets included.
THE EDIT STYLE WE’RE LOOKING FOR
This is a health and wellness VSL targeting women. The edit style should feel:
1) Warm, not clinical. Soft color grading. Warm tones. Nothing cold, sterile, or overly produced.
2) Credible, not hype. Clean typography. Restrained motion. Nothing that screams “infomercial” or “get rich quick.” This audience is allergic to anything that feels like they’re being sold to.
3) Engaging, not exhausting. Visual variety every 15–20 seconds (cut, overlay, B-roll, graphic). But never frantic. The pacing should feel like a documentary, not a TikTok.
4) Emotionally intelligent. The editor needs to understand when to let a moment breathe and when to add visual emphasis. The mother’s story is the emotional anchor, it should feel like the most carefully edited 90 seconds in the entire video.
Reference styles (not exact matches, but directional):
- High-end supplement VSLs (think Athletic Greens / AG1 long-form content, but warmer and more personal)
- Health documentary storytelling (like a Netflix health doc, but with direct-response structure)
- MindValley or Goop-style wellness content (elevated, clean, trustworthy)
What we do NOT want: Flashy YouTube-style editing with constant zoom cuts, meme energy, neon colors, aggressive countdown timers, or anything that reads as “young male audience.” This is for professional women in their 50s and 60s. Elegance and trust beat energy and flash.
REQUIRED SKILLS & EXPERIENCE
1) Proven experience editing long-form VSLs or direct-response video content (30+ minutes)
2) Strong motion graphics and kinetic typography skills (After Effects or equivalent)
3) Experience in health, wellness, or supplement space strongly preferred
4) Understanding of direct-response principles: hook, retention, pacing, CTA placement
5) Ability to color grade for a warm, natural, inviting look
6) Sound design and music selection/editing capabilities
7) Proficiency in Premiere Pro, After Effects, and/or DaVinci Resolve
8) Ability to source and integrate premium stock B-roll as needed
9) Strong communication and ability to meet deadlines