Mike Pavlish

How to write and produce a world-class VSL

Just watch the Apple launch event that just ended.


I think the following things were done very well:

  • Use of superlative words
  • Lots of excitement
  • Lots of unique mechanisms and specifics
  • Constant dopamine hits
  • Constant “upping” of action
  • Frequent scene changes
  • Customer benefits and features ratio

Everyone in marketing …. from beginner to seasoned pro …
can learn a lot from watching this Apple launch video.


To find it, just google “Apple launch event replay”.

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