I Read My $13.6M VSL Line by Line and Explain Every Decision

Added: 2026-05-11

[00:00:00]Okay, I'm going to read my $13.6 million VSSL line for line and explain everything and why I'm doing it. If you don't know me, my name is Daniel Fazio.

[00:00:07]We've collected $30 million in the past four years across SAS, done for you, and consulting offers. The VSSL I'm going to go over right now is for the done for you offer because a lot of you guys are running agencies or you want to start an agency. When you're selling your agency services, you need a VSSL on your website to sell the people the offer that you're selling. The intention of this video is to make you understand why I've scripted out my VSSL in the fashion that I have. So, our done for you offer is a cold email setup offer. So, this particular VSSL has gone through hella different iterations, but the commonality between all of them is it's me screen sharing a gamma doc. And exactly the way that I'm doing right now in this YouTube video, this is the actual VSSL and it's just a sidebyside of me literally just narrating what is on the screen. So, that means you don't have to memorize any scripts or anything like that. So, started off with a headline. So, we will build you a cold email infrastructure inside your business so you can sign more high ticket clients without having to order it yourself or pay a monthly retainer to an outside agency. Now, if you went and looked up the list kit cold email setup right now, or if you saw us advertising it all over the place, you're going to see a different VSSL with Christian.

[00:01:05]Now, it's just going through different iterations as we change pricing and whatnot. So, like for instance, at the end of this VSSL, you're going to see that I list specific pricing. That's not the pricing that we use anymore. And I didn't feel like doing the VSSLs anymore. So, Christian started doing it himself cuz he like took over more of a role in the marketing. But it's all the same premise. We're doing the same thing. All right. So, we got headline, sub headline, and then this was just me explaining a result. Cuz what I was figuring here is when people come in, they're probably thinking like, well, what does this even mean? Like, what are the kinds of results that are even possible to get with this at all? And if you know anything about offers and selling to cold traffic in particular, nobody buys cold email. They buy the actual result that you can get them. So, therefore, I needed to say something like, get 20 to 60 additional sales calls per month for your agency or B2B business and close your next 20 clients.

[00:01:49]So, what is that saying? It's saying that this cold email system can get you 20 to 60 calls and sign your next 20 clients with it. If I didn't say that, then people would have no idea what cold email would even be possible of doing for them. You get what I'm saying? They wouldn't know. Then, I'm just going through some additional bullet points here without spending tens of thousands of dollars in ads, without paying a monthly retainer, without needing to spend 20 hours figuring out how to build detective infrastructure yourself, while retaining 100% ownership of the system.

[00:02:12]The reason I was saying that was because upon analyzing sales calls, it was clear the pain points of this was that people didn't want to spend tens of thousands of dollars. They didn't want a monthly retainer. They didn't want to spend a bunch of time figuring out those were just the actual pain points of it. Like that's just what was happening, right? A warning here. Don't continue to watch the video unless you're able to handle this many clients, yada yada. That was just like a disqualifier because we were using ads and sending it to cold traffic, right? Real quick before I move on here, I have the chapters here. And the reason why is because if it's a B2B buyer, they just don't want to waste time. So, I'm just going to give them the option to have all the player controls and skip to different chapters.

[00:02:46]So, I was like, "Yeah, go ahead." Like, here you can skip if you want to. And then in addition to that, I just straight up tell them, "Here's what I'm going to show you. The expected ROI and results, why you should do this, what we're going to do for you, typical KPIs, what you get, pricing, CTA, answering questions, and then another CTA. First thing I start off with here is expected ROI and results because again, the only thing they care about are the actual quantifiable results you get. So, for instance, I figured I need to provide evidence. I just said that they could get 20 to 60 calls book and sign 20 clients. I need to provide evidence that that's actually real. So I started putting screenshots of campaigns here.

[00:03:18]So like this one booked 52 calls, this one booked 33 calls, this one booked 30 calls. And then I said, "Hey, also when we first started list kit, we scaled it to 1.3 million AR by sending 10,000 cold emails a day." And I show evidence of that. Then I show a bunch of case studies of people who got results with cold email. And then I go into why should you send cold emails at all? talk to someone about any kind of like client acquisition mechanism. If they got on the call with you for that, they're thinking about other ways of getting clients. Like they're going to say like, "Well, why is this better than ads or why is this better than content marketing?" So, it was just me explaining why it makes sense to run cold email, right? Basically me saying like, "Hey, you're not sending emails to info or support ad emails. You're actually talking to the direct decision maker." And then again, I just show evidence of this like when you talk to decision makers, you get these kinds of results. A lot of people say, "Oh, isn't it illegal?" No, it's not illegal. So, I say that. I compare it to ads by saying it's a lot cheaper than ads. An objection people have is like, well, I'm just gonna get like a bunch of garbage and like it actually isn't gonna work.

[00:04:11]So, like what I showed here were actual responses of people asking to get on the phone, right? And this is just again to explain to them, no, this actually works. It gets like real people who are really interested in really buying your real stuff. You get what I'm saying?

[00:04:24]Like that that's all I'm trying to convey just by continuously showing like no, this actually works. So then here is where I start to show how the system like actually works like the mechanics of it. I start going through basically saying like, okay, here's how a cold email system works. You need leads, you need domains, you need inboxes, and you need a sending platform. What we're setting up for you is that the way it looks like is like, okay, you have an admin panel and then a bunch of domains under that admin panel. And then there's multiple inboxes under each of those domains, and all of those get connected to a sending automation platform. Then you put leads into the sending automation platform that sends the campaigns. It results in sales calls, which results in you getting paying clients. And this is me just showing like a visual breakdown of how the system works. So they just contextually understand the mechanics of it. This tends to work very well with all offers.

[00:05:08]People want to know like what does this visually look like? What is the system?

[00:05:11]Like people want to understand the system. Just make a graphic of it. I made this with lucid chart originally.

[00:05:16]You can use something like nano banana or chat GBT image 2. Right now there's a million image generation platforms that can make like a flowchart. If you just explain how it works in plain English and give it to the AI, it will just like make something like that for you very easily. As I was narrating this, I was saying what happens is you have to set this up correctly or you're going to screw it up and your deliverability goes to zero and then like nobody's seeing your messages at all. Now, what I'm doing here is explaining like how to make sure you have good deliverability.

[00:05:41]And I'm listing out every step that's involved in this, right? It's not that like I'm trying to make it seem difficult. I'm just explaining what is actually involved. Anyone who isn't technical or like experienced with this in any capacity, they're going to think like screw that. I don't want to do that. Like do that for me. So then I say like, yeah, it takes like 5 to 10 hours to do this and it's like super easy to screw up. again. Like that's why we do it for you. I'm just explaining everything that's involved, recapturing them and being like, "We do it for you, so you don't have to worry." But if you don't explain how difficult or complex or the system behind it, they'll they'll never know how complex it is. They'll have no idea. If they have no idea how complex it is, what's the point of paying you? So, you have to explain why it's complex. Then I go through the typical KPIs cuz again, like now they're thinking like, "You showed me results and you showed me some people getting results. You you showed me examples of what people say, but like what's an average result? Like how could this go wrong?" That's like what they're trying to figure out is how could this go wrong. So basically I was saying here are the KPIs you should hit these numbers yada yada yada and that was pretty much it. The average person could do this. Some people get this but some people get this and just like making them understand like this is what could be possible with this. Then I was just saying like okay here's how you scale this to get considerably more results which is really just me saying yeah you could just like get a way higher package from us and send a ton more and then get a lot more results. Then this is the section where I'm just explaining what is everything you get when you work with us. So, I'm saying we're going to get the domains. We're going to do the sending infrastructure for you. We're going to do that backend stuff I talked about. We're going to connect them to the sending platform. You're going to get the sending platform. We're going to do the warm-up for you. We're going to write the scripts for you. We're going to load everything up and build all your lead list. Like, it's me just saying like, we're going to do all this stuff I've explained that seems like really complex. We do that. We do this. We do this. We do all of this stuff that seems complex to you. And then I was just walking through alternatives. So, like, well, here's why this makes sense. What you could do is you could learn it yourself or you could pay an agency or you could purchase this from us and just have it in-house day one. I was basically saying like if you're going to pay an agency, you're going to pay this much, right? Because like they're buying from a software company like us. That doesn't mean you have to be like the provider of the software. I'm just making up a sales argument. For instance, say you were competing against me. You could make some argument against me that's a totally logical and rational and real argument. I'm just not going to argue against myself and my own BSL. I'm just selling against the alternatives.

[00:07:51]Now, what's interesting is sometimes you'll say something and it's like there's an argument for every side, but you're trying to sell somebody your thing. So, argue for your side and your side only. That's what you're trying to do. An objection people will have would be like, well, how complicated this like you set this up and like, oh, do I have to like what do I have to learn? I'm basically saying like, no, we handle it.

[00:08:09]Like, don't worry. I wanted to give them a timeline cuz a lot of people would be like, well, what happens? I just showed a timeline of how like the whole handoff works. yada yada. You get the login, you get training, you get all the support you need. Basically trying to like downplay the fears. Now for this particular one, I gave pricing. I revealed the pricing. This isn't what we charge anymore. We charge more than this. Our package have changed substantially. This was just like one of the earlier versions of the VSSL. This was the longest running VSSL. The reason why I was revealing the pricing was because it's cheap. It's really cheap.

[00:08:38]Sometimes do you want to reveal pricing?

[00:08:40]Yeah. We'll give like a price range.

[00:08:41]like our offer ranges from this price to this price. And for instance, at the VSSL, you might want to do that instead of exactly showing the pricing. It just depends on the offer. You need to use context and understanding about your particular offer about whether you should reveal the pricing or not. It's just going to be different for everyone.

[00:08:57]You shouldn't always do it. Sometimes it's better to not do it. Sometimes it's better to do it. Sometimes it's better to just give a price range to not let poor people on. It's not should you do it or should you not. It's totally different. It changes. But in this particular context, it made sense for us to reveal the pricing. But you always want some kind of disqualifier here. So like I'll give you for instance, if someone wants to come into our mastermind Olympia, but what's the disqualifier? It's your cost to acquire customer will be like $3,000 on ads. And if you can't afford to spend $3,000 on ads to acquire a customer, then like this isn't for you. That's the qualifier there. Now, you might be like an ecom email marketing agency. It's like, what's the qualifier there? Well, you need to email list to 50,000 people. Do some kind of qualifier. And then we started getting something where people would come in. they'd be like, "Well, this other company so that they can do it cheaper." What I had to explain to these people was that like, okay, yeah, they're saying they're doing it cheaper because they don't include the domains, they don't include the inboxes, they don't include a dedicated IP infrastructure, they don't include the leads, they don't include verification credits, and they don't include the sending tool. They're giving you one component of these and ignoring all the others, and that's why they're so much cheaper. So, I wanted to put that in there because it was an objection a lot of people had. And then a lot of people would again come down to, well, it's probably cheaper to just do it myself.

[00:10:03]So then I made a price breakdown of like, no, it actually isn't cheaper to do it yourself. Well, you have to understand here. Well, what if it's like in reality it is cheaper for them to do it yourself? Well, then the answer would be don't put this here. You get what I'm saying? But when we had this particular pricing, it in fact was cheaper to do it with us. If it's not cheaper, I'm just not going to put that pricing table. You get what I'm saying? Like argue in your advantage exclusively and only. That's what you need to do. Then it was a CTA.

[00:10:28]Then I again just reiterated like, yeah, here's everything you're going to have at the end. Now, if you're still watching this video and you still have more questions, I just went through some more of the common questions that people had in their calls. People asked about like compliance and laws about cold email a lot. Is it compatible with our current CRM? Like I got that a lot. What kind of technical support and training will be provided? That was very common.

[00:10:45]How does this work? What exactly is it?

[00:10:47]yada yada yada. And then after that, I give another CTA. That's a line by line breakdown of the VSSL. You can use AI to create things like this then sell them as a service. So like these are the five business models you can run each with dozens of different offers below them.

[00:10:59]So, lead generation agency, ads and funnels agency, ecom email agency, content agency, and AI automation agency. So, I have two links for you to check out in the description if you would like to learn how to utilize AI to fully make a VSSL like I just fully walked you through here and sell lead generation to clients, ads and funnels to clients, ecom emails to clients, content to clients, AI automation to clients where you use AI to actually make the stuff. So, you can either go opt in for a 1-hour free training.

[00:11:25]That'll be the first link in the description at this URL right here. Or you can join our next 4-day live AI business challenge. The tickets are only $47. They're going to go to $67 after this. It's live training. It's not like an extended sales pitch. It's like hyper tactical 10 hours, 12 hours of like raw like building AI and like making offers and like how to get clients, like super tactical stuff. So, that's the second link in the description. And here's case studies of people actually doing this stuff where they've joined my AI programs. So Daniel Warner over here 0 to 30K a month in 3 months. James Pimbo 0 to 15K a month in 2 months.

[00:11:59]Chris Burton 0 to10K a month in 6 weeks.

[00:12:02]Cameron Oello made $50,000 in his first 3 months. Doby Lynette 0 to 12K a month in his first month. Matt Huang 0 to 20K a month in 3 months. An signed 21K a month in new MR in 6 weeks. We got hitting 55K a month in two and a half months. It's like these are the kinds of results that my students get when they do what I'm teaching them to do. And if you want to learn about it, again, there's a 1-hour free training at the first link or join the AI business challenge. That's starting June 1st. If you're watching this video after that, you just have to get on the wait list, but we don't do these very frequently.

[00:12:30]So, if you're thinking about doing it, do it now because you can't buy recordings after the registration completely closes. So, if you want to join that, do it right now. Do not wait for that. All right, cool. Check those two out. And if you like this video, leave a like, subscribe, comment any questions that you still have, and I'll get back to them. And that's it for this one, lads. Peace. Love you.