Info Product VSL Smackdown: MindValley vs Memory Wave

You've probably seen this VSL from Mindvalley countless times over the past 3 years:

The "Helen Hadsell" story lead VSL is a Peter Kell-written classic and Mindvalley has spent over $4M on YouTube ads just to this one variation:

This ad is still going strong, 2+ years in.

(And we did a full breakdown on Mindvalley's VSL funnel inside the Funnel of the Week Members area, go here to check it out

(here is a direct link if you're already a member)

But there are plenty of OTHER blockbuster info product VSLs running right now.

Like this one from top Clickbank offer Memory Wave:

We just dropped a full funnel breakdown of everything Memory Wave is doing to convert clicks into revenue…

(from first click to last upsell)

…All inside the Funnel of the Week Members Area (go here to get access)

You’ll also see full breakdowns of their entire 3-step upsell funnel, including their solid VSLs for Upsells 1 & 2 you can model for your own offers & upsells:

And because it's always interesting to compare 2 great marketing examples…

…Let's dive into 5 big takeaways from these 2 successful info product VSLs that all of us Direct Response / DTC nerds can “swipe” & apply in our own marketing:

1. SECRET/STORY LEADS WORK POWERFULLY FOR PROBLEM AWARE AUDIENCES

The Insight: Both VSLs use Secret/Story leads to handle Problem Aware (Stage 4) prospects, but they execute the emotional journey differently after the secret hook.

Memory Wave Approach:

• Secret hook → Quick authority establishment → Fear-based agitation

• "103-year-old Nobel winner has memory secret" → "Why don't YOU have it?" → Zombie cells attacking your brain

• Emotional Arc: Curiosity → Urgency → Fear → Solution

Mindvalley Approach:

• Secret hook → Extended story building → Aspiration-based inspiration

• "Contest queen wins everything" → "How does she do it?" → You can learn this too

• Emotional Arc: Curiosity → Fascination → Aspiration → Excitement

Direct Response Application: Secret leads aren't just for "guru" markets - they work brilliantly for Problem Aware audiences across any niche. The key is choosing the right emotional direction after the secret hook. Fear-based problems (health, security) pivot to agitation. Aspiration-based problems (success, achievement) pivot to inspiration.

2. PROOF STRATEGY MUST ALIGN WITH YOUR POSITIONING AND EMOTIONAL DIRECTION

The Insight: Both VSLs achieve "unquestionable proof" but through completely different proof hierarchies that match their unique positioning and emotional drivers.

Memory Wave = Scientific Authority Stack (Fear-Based):

• NASA/MIT/Stanford credentials

• Peer-reviewed research citations

• Detailed mechanism explanations

• Medical case studies and testimonials

• Purpose: Overcome skepticism about bold health claims

Mindvalley = Historical Validation Stack (Aspiration-Based):

• 50+ years of Silva method success

• Famous success stories (Richard Bach, Time Magazine)

• Personal transformation narrative (Vishen's journey)

• Community social proof (100,000+ members)

• Purpose: Show that extraordinary results are achievable

Direct Response Application: Your proof strategy must match both your positioning AND your emotional direction. Fear-based offers need scientific/medical authority to overcome skepticism. Aspiration-based offers need social proof and success stories to show possibility. The proof type reinforces your entire emotional argument.

3. THE "NEW OPPORTUNITY" MUST GENUINELY REFRAME THE MARKET CONVERSATION

The Insight: Both VSLs don't just offer better solutions - they redefine what the problem and opportunity actually are, making all other solutions look incomplete.

Memory Wave Reframe:

• Old thinking: "Memory decline is normal aging, try supplements/brain training"

• New opportunity: "Your gamma waves are dormant and can be reactivated via sound"

• Market shift: From managing decline to activating dormant brain power

Mindvalley Reframe:

• Old thinking: "Some people are just naturally gifted/lucky"

• New opportunity: "Human abilities are trainable through altered consciousness states"

• Market shift: From accepting limitations to unlocking suppressed potential

Direct Response Application: The strongest "New Opportunity" makes the entire existing market conversation look outdated. Don't position against direct competitors - reframe what's actually possible. Ask: "What if everything people currently believe about solving this problem is fundamentally incomplete?"

4. SECRET LEAD EXECUTION STYLE MUST MATCH YOUR MARKET'S URGENCY LEVEL

The Insight: Both use Secret/Story leads but execute them with completely different pacing and emotional intensity based on their market's urgency profile.

Memory Wave (High Urgency Market):

• Shorter secret setup (gets to the point faster)

• Authority first (Nobel Prize immediately establishes credibility)

• Direct challenge ("Why don't YOU have this?")

• Rapid pivot to problem agitation

• Compressed timeline for decision-making

Mindvalley (Lower Urgency Market):

• Extended story buildup (more narrative development)

• Mystery building before revealing the method

• Authority after intrigue is established

• Gradual inspiration building

• Longer consideration timeline assumed

Direct Response Application: High-urgency markets (health, financial crisis) need fast-moving Secret leads that quickly pivot to urgency. Lower-urgency markets (personal development, lifestyle) can handle longer story development and gradual revelation. Match your pacing to your market's natural urgency level.

5. BUSINESS MODEL MUST ALIGN WITH MESSAGE COMPLEXITY AND MARKET BREADTH

The Insight: Memory Wave uses a precision-strike approach for a focused market, while Mindvalley uses a platform approach for broader appeal - and their secret revelation complexity matches their business models perfectly.

Memory Wave = Focused Product Strategy:

• Simple secret: "Sound waves activate brain clearance"

• Narrow target: 50+ with memory concerns

• Single mechanism: Gamma wave activation

• Direct application: Listen 12 minutes daily

• One-time purchase model

Mindvalley = Platform Strategy:

• Complex secret: "Multiple altered states unlock different abilities"

• Broader target: 25-55 ambitious achievers

• Multiple mechanisms: Alpha, theta, delta training

• Comprehensive system: 28-day program + ongoing platform

• Recurring subscription model

Direct Response Application: Your secret revelation complexity should match your business model scope. Simple secrets work for focused products sold once. Complex secrets justify platform pricing and ongoing relationships. If you're selling a simple product, don't overcomplicate the secret. If you're building a platform, the secret must be rich enough to justify ongoing engagement.

The Meta-Takeaway:

Both VSLs demonstrate that Secret/Story leads are incredibly versatile - they work for both fear-based and aspiration-based markets, both simple and complex offers, both narrow and broad audiences.

The key is not the lead type itself, but how you execute the emotional journey after the secret hook, how you match proof to positioning, and how you align complexity with business model.

The frameworks reveal that success comes from conscious strategic alignment across all elements - lead type, emotional direction, proof strategy, offer complexity, and business model must all work together as a coherent system designed specifically for your market reality.

Want to check out full breakdowns of both these funnels?

Go here to see inside FOTW members area

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See you inside!

Have a great week!

The Funnel of the Week Team

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More on What’s Inside Funnel of the Week Members Area

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