script writing for web videos made easy

SCRIPT WRITINGMaster the art of story telling.

VIDEO OBJECTIVE

• Know your avatar

• Choosing the outcome will dictate the content

• What action do you want them to take?

• How long should it be?

SCRIPTING FUNDAMENTALS

• Simplify the message

• Less is more

• Follow the 3 act structure

SCRIPTING FUNDAMENTALS

• It’s all in the story

• Show don't tell

• It's not about you

VIDEO SALES LETTERS

• It's just like traditional copy

• Higher conversion

• People buy from people

• Know your avatar

• Hook, story, sell

HOOK THEM

• Break their pattern

• Just like a headline - be bold

• You're about to discover <insert biggest benefit>

• Call out their biggest concern

TELL THEM A STORY

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• Explain the situation

• Magnify their feelings

• What is it, why it works, how it can work for them

SELL THEM

• Build the trust / proof it works

• How much is it?

• Guarantee

• Call to action

• Tell them what to do next

• Zero confusion + single option

THE BBS FORMULA

• BBS biggest opportunity online

• Selling my 500+ websites

• What it's all about

• Who we are

• How much

• Guarantee

• Book your spot now

• www.youtube.com/watch?v=bgO2BH8qFiE

THE OTM EXPERIMENT

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!

!

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• Performed x7 better - make your offer crystal clear

VS

OPTIN FORMS SUCCESS

• What they'll get

• Build trust

• Tell them what to do

• On thank you page make them an offer

• www.meta-formula.com/MetaStock-Subscribe.html

WHAT THE FAQ?

• Instant content

• People prefer people to tell them things

• Short and sharp

• Get your sales message in there too (you've earned it)

Q&A• Choose 10 x 10 technique...

• Does it work? (example: will it blend?)

• Is it worth the money?

• How much is it?

• When can I expect results?

• How much work will it be for me?

• I can't afford it

Q&A• My business is unique

• Can't I do it myself?

• Who are you?

• How can I help you?

• Have you had any failures?

• How long will it take?

• Is there a guarantee?

WHAT TO WRITE

• The question

• An explanation of the answer

• Responses to anticipated barriers

• Call to action

• Ask for customer response

TUTORIALS

• Positioning yourself as the expert

• Get repeat views

• Build trust

• Create a product

• Example: Final Cut King www.finalcutking.com/Video_Training/Home.html)

WHAT TO WRITE

• A clear, step by step plan

• How it will help people

• Keywords (also good for SEO)

• Where to find out more/subscribe

INTERVIEWS

• Align yourself with an expert

• Mutually beneficial

• Most successful people are happy to share

• Future proofing

WHAT TO WRITE

• Ask them what you want to know...

• How did you get started?

• What's your philosophy?

• Who are some of your mentors?

WHAT TO WRITE

• What are some of the challenges you've faced along the way?

• What do think has made you successful?

• What advice would give people looking to get into this field?

• What's next for you? What do you see as the future of this industry?

TESTIMONIALS

• What others say about you is everything

• Builds instant credibility

• Helps you know what's important to your clients

• Set it up at the beginning of the job

WHAT TO WRITE

• What was their situation/issue before working with you?

• Why did they choose you?

• What was the result?

• What does that mean to you?

WHAT TO WRITE

• What's happening now?

• What advice would you give to someone thinking about working with your company?

• Is there anything else you’d like to add?

THE PROOF

• Read this...

THE PROOF

• Watch this...

Insert Heather’s video

VIRAL VS BRANDED CONTENT

• What's the difference?

• Viral spreads organically

• Short term gain

• Branded content is more niche

• About the story/info

VIRAL EXAMPLES

BRANDED CONTENT EXAMPLES

FROM SCRIPT TO SCREEN

• www.soundshop.com.au/catalogues/cables/

• www.soundshop.com.au/brands/our-brands/anthony-gallo-interview/

WHERE DO YOU START?

• If you’ve already got a website

• Target your most trafficked webpages

• Homepage, products or services(Pete’s Infiniti example), testimonials, FAQ,tutorials, interviews, branded content

QUESTIONS