Video marketing is a powerful tool for anyone wishing to sell products or services. But with high costs and rapidly diminishing attention spans, you need to deliver your message fast and securely to succeed.
Like high-speed trains, marketing videos need solid rails and reliable tracks if their passengers are to arrive safely at their destination, eager to spend and ready to buy. Without smooth tracks, the fast train will underperform. The same is true of video. Without a solid script, your prospective customer may never climb aboard, much less stay until they reach your ultimate destination.
Here are seven steps to creating a successful marketing video script:
1. Decide on your goal
This step is crucial. Before you do anything else, you must know exactly what you want your video to achieve. What do you want your audience to do as a result of watching? Click a link to your website? Buy your product? Tell their friends about your video? One goal works best. Write it at the start of every page to keep you focused.
2. Who are you talking to?
You may talk differently to a middle-aged businessman than you would a first-time mum. Make your audience specific. Make it clear your video is for them. Don’t assume, ask, ‘Are you… ?’
3. What is their main problem, issue or concern?
This is the big problem, issue, worry or concern that your product or service can solve or alleviate.
4. Write a hook that shows you understand their problem
Your hook is the way you get your audience’s attention. The best hooks state their problem in a way that shows you understand it and empathise. Keep it short. One sentence or question works well.
5. Tell them your solution and why you have the expertise to deliver it
Again, don’t spend too long talking about your solution. Once your audience believes you understand their problem and have a viable solution, they will already be asking why they should trust you to deliver it. So be sure to tell them why.
6. Tell them what to do next (Call To Action)
The final part of your script is usually the easiest to write. Simply tell your audience what to do next. If you want them to buy your product, tell them to click the ‘Buy Button’. Want them to tell their friends how great your video is? Ask them to share it on social media.
7. Make sure the Call To Action matches your goal
As a final check, make sure your video’s Call To Action matches the goal you decided on in step one before you began writing your script. That way you stand the best chance of achieving the results you intend.
Sheridan Smith is an author, researcher and online educator. For more tips on video creation, webinars, online courses and a free guide, ‘How To Structure A Webinar For Maximum Results’, go to: [http://www.easyreplaysales.com]http://www.easyreplaysales.com. Sheridan’s latest eBook, ‘How To Make More Money With Webinars’, is also available at Amazon.
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