Funnel Flow: 3-Step High-Friction Sequence
Use this funnel when a prospect is evaluating multi-video packages, Custom scopes, or long-term production support. This is not intended for one-off Starter purchases.
Step | Action | Goal | Tools / Timing |
|---|---|---|---|
Intro Call (5 min) | Build rapport and identify their primary bottleneck with video. Qualify budget, authority, need, and timeline. Send a personalized VSL that matches their service category (SaaS demos, short-form ads, spokesperson, etc.). | Identify fit and set expectations for a deeper walkthrough. | Cal for scheduling. Send VSL immediately after the call via email. |
Tailored VSL Delivery | Deliver a customized walkthrough and require it to be watched before the next call. Track views and completion rate. | Transfer belief, highlight operational pain, and demonstrate Leafcut’s system as the solution. | Hosted on Vimeo, Loom, or Vidyard. Embedded on a simple Notion or landing page. Sent 24–48 hours after intro call. |
Decision Call (30 min) | Discuss takeaways from the VSL, address objections calmly, and confirm scope and pricing. | Convert qualified leads into paid Custom or Growth engagements. | Zoom or Google Meet. Follow with contract and invoice. Scheduled after VSL completion. |
Pro tip: Prospects who complete 70% or more of the VSL are strong leads. Below 50% typically indicates low intent or scope mismatch.
VSL Structure: 5 Ps Framework
Proof, Pain, Promise, Plan, Picture
This framework expands the traditional 4Ps to handle service complexity. Ideal length is 10–15 minutes, extending to 20 minutes for large Custom scopes. Tone should be conversational, operational, and grounded.
Section | Time | Content Breakdown | Visuals / Proof | Key Script Direction |
|---|---|---|---|---|
Hook & Proof | 1–2 min | Reconfirm what the prospect shared on the intro call and establish Leafcut’s credibility with a simple, measurable win. | Presenter on camera or spokesperson avatar. Quick montage of relevant Leafcut work. One short testimonial. | Reassure them they are in the right place and preview what the video will explain. |
Pain | 3–4 min | Clearly mirror their current production struggles: delays, inconsistent output, DIY bottlenecks, or agency overhead. Quantify time and momentum loss. | Motion graphics comparing a typical agency workflow vs Leafcut. Visual timelines showing delays. | Emphasize operational drag rather than emotional frustration. |
Promise | 2 min | Present a grounded outcome: predictable delivery, fixed scopes, and reliable timelines—not virality or hype. | Before/after visuals showing process clarity and repeatable delivery. | Position Leafcut as a production system, not a creative gamble. |
Plan | 5–6 min | Break down the Leafcut delivery system step by step, customized by service category. Highlight Definition of Ready, revision limits, and turnaround times. | Screen recordings of intake forms and pipeline stages. Timeline overlays. | Explain exactly how work moves from brief to delivery. |
Picture | 2 min | Show what their business looks like with production handled: launches on time, more testing, less internal drag. | Montage of ads, demos, spokesperson videos in real use cases. | Keep the vision calm and realistic. |
FAQ / Objections | 2–3 min | Address pricing, revisions, brand fit, and differences from agencies or freelancers. | Simple comparison slides. Clear boundaries. | Answer objections without pressure or defensiveness. |
CTA | 1 min | Invite them to book a decision call if the system aligns with their needs and budget. | Calendar embed or button. Simple recap slide. | Emphasize fit over urgency. |
Production: Tech and Visual Best Practices
The VSL itself acts as proof of Leafcut’s production quality—especially for Spokesperson and AI categories. It should reflect reliability and clarity, not cinematic excess.
Format
Primary format should be a talking head or realistic spokesperson avatar, supported by screen shares and real project examples. Delivery should feel steady and confident.
Visuals
Use real Leafcut outputs whenever possible. Keep layouts clean and emphasize scopes, timelines, and checklists. Maintain a roughly 60:40 text-to-visual balance.
Testimonials and Proof
Include three to five concise proof points. Focus on operational outcomes such as on-time delivery, increased testing volume, or reduced internal workload.
Audio
Audio clarity matters more than visuals. Use a clean microphone and minimal background music. The tone should match Leafcut’s calm operational positioning.
Editing
Editing should be crisp but restrained. Avoid aggressive transitions. Ensure the video performs well in both light and dark mode and across devices.
Element | Best Practices | Tools |
|---|---|---|
Recording | Talking head or avatar with screen capture | Loom, Descript, avatar tools |
Editing | Clean cuts, simple overlays, readable text | Premiere, DaVinci, Descript |
Design | Minimal overlays, process visuals | Figma, Canva |
Hosting | Reliable playback with analytics | Vimeo, Loom, Vidyard |
Why This Converts for Leafcut
This VSL funnel works because it compresses the sales cycle while increasing lead quality.
It front-loads explanation so decision calls focus on fit, not repetition.
It filters out low-intent prospects by requiring time investment.
It demonstrates operational maturity instead of promising creative magic.
It aligns perfectly with Leafcut’s system-driven, volume-first positioning.
This approach is especially effective for multi-video campaigns, SaaS demo series, spokesperson content, and agency white-label partnerships.
Pitfalls to Avoid
Avoid sending generic VSLs with no personalization. Always reference the prospect’s actual use case.
Avoid overusing editing jargon. Keep the focus on outcomes and process clarity.
Avoid weak proof. Use real timelines, real deliverables, and real categories.
Avoid under-produced VSLs. This asset reflects Leafcut’s standards—especially when selling VSL or AI-based services.
This playbook can be used both internally for Leafcut’s own sales funnel and externally as a production template for clients who want Leafcut-built VSLs for high-friction offers.
