I could go on and tell you how Youtube is now the second most popular search engine and that 8 hours worth of video content is uploaded every minute, but I won’t do that (oh wait I just did).
You’re here because you already understand the importance of online video as part of your marketing. To promote your service, your product, your app or whatever you’re marketing online, it’s a good idea to have a video on your homepage or landing page.
I call them promo videos because their purpose is to promote the offer you have. But they’re also known as demo or explainer videos. In a short amount of time (less than 3 min), such video has to answer 3 basic questions your visitors have: who are you, what do you do and why should I care?
I’ve written scripts for quite a few of these videos in the last weeks and I’ve come up with a simple 5-step formula that will certainly help you in writing your own script.
Here are the 5 Steps: The Big Idea, The Problem, The Solution, The Benefits and The Call to Action.
Let me explain each step in detail…while giving a recent script I wrote as an example.
The Big Idea
The big idea is one sentence that summarizes the message behind the whole video. Imagine that someone would watch your video and you would ask them what they took away from it. Their answer should be the big idea, or something pretty close to it. If you identify the big idea before writing the script, this one sentence will act as a guide and will help you to be concise, efficient and on target.
Sometimes, it can take a lot of research to find a good Big Idea, but here I’m assuming you’re writing a script for your own product or service so it shouldn’t be too hard to come up with a good one. It has to answer three questions; what is it, who is it for and what’s its unique positioning? Here’s an example:
An online community where people who agree that everything is possible, we are free and we always have a choice can learn to maximize every aspect of their lives.
Now that you have your big idea, you can start writing the actual script. I usually start by clearly stating what’s the problem your service or product solves. What you have to offer fills a need people have. What’s the problem people have in their lives before your product or service comes along and solves it like a hero! You want people watching your video to tell themselves “these guys get it, they get my problem, they have what I need”. Here’s an example of a problem section:
Do you feel like you’re going through life like a robot on autopilot? Do you feel like all your choices are made for you even though it’s your own life? Have you lost sight of the fact that you have endless possibilities within your reach? At one point you decided, consciously or not, to stop your evolution, or at least to slow it down considerably.
Now that you clearly explained the problem, your product or service has to come and save the day like a superhero! In this section, simply explain how your solution is THE solution to the problem you described in the previous section. Does it ease the pain? Does it save you time? Does it make things easier? Does it ave you money? You get the picture. Here’s an example:
But ask yourself a question; do you agree that everything is possible, you are free and you always have a choice?
If you agree, now is the perfect time to reopen your consciousness and use the principles of the Maximization™ in order to reach complete self-fulfillment. If you accept that everything is possible, then it’s possible for you to grow and get a maximum impact on your life.You can Maximize™ your finances, your credit, your business ventures, your relations, your health and so much more. The principles of the Maximization™ act as a guide that allows you to always go forward in every aspect of your life. These principles give you more choices and control in every situation so that you always go in one direction, the direction of growth, success and happiness.
If you clearly laid out a problem your prospects really have and then you positioned what you have to offer as the solution to their problem, then the people watching your video should already understand that the number one benefit of your offer is that it solves the said problem. But that’s not enough.
You have to make it really easy for people to buy from you and conversion is all about comprehension. So go ahead and explain HOW your product or services solves the problem. Explain how it works and give more details while always focusing on the benefits and not the features. Now is not the time to enumerate a long list of features. Each time you give more details, explain more, talk about the steps of the process or a certain feature, come back with a benefit. How does it make your prospect’s life easier? As an example, here’s the same script that continues:
There is one place where people who want to Maximize™ gather to learn, exchange and collaborate without any pressure or judgment. This place is called the Maximizator™ community. Inside this online community, you’ll find tools to Maximize™ as well as educative videos and guides to help you in your first steps towards the world of Maximization™. You’ll also be able to interact with people and professionals who share your views of the world and make valuable connections.
If you believe we are in an era of great changes. If you believe we are at the end of a world where problems, conflicts, debt, fear and stress due to lack of control is predominant. If you believe now is the beginning of a new world, a world where everyone is united in one and only direction, the direction of a better world. If you believe in a world where we all remember that everything is possible, we always have a choice and we are free. Then the Maximizator™ community is for you.
The Call To Action
All you’ve done in the previous sections is great but it’s not enough. Now you have to guide your prospect into taking the next step. Remember, you want to make it as easy as possible for people to buy (or take any other action you want them to) and that includes telling them exactly what the next step is and what’s going to happen.
Are you offering a free trial? If so, tell your prospects how to sign up and what they can expect once they do. Do you want people to subscribe to your mailing list? Then explain how they can do it why they should. Do you want them to buy your product? If yes, perfect, but you better explain your check out process and probably your refund policy too. Here’s the call to action for the script we’ve been looking at so far:
Start Maximizing™ now by creating a free account. You’ll instantly have access to videos, guides and tools to help you take your first steps in the Maximization™. You’ll be ready to go in just a few minutes and this free account comes with no obligation. Now it’s up to YOU to Maximize™
Follow this 5-step formula and it will guide you through the writing of your video script. Take time to think about every section and you should end up with a video that resonates with your prospects, that positions you product or service as the long awaited solution and that entice people to take action. Of course, you can add sentences and even small paragraphs between the sections to make everything flow better and sound natural. You can read the whole script I gave as an example here.