The Anatomy of Killer Video Marketing Scripts (And How to Write One)

Being put in the same category as a bad infomercial should be a video marketer’s worst nightmare: the corny dialogue and high pressure to buy are hard to avoid if you happen to flip on the television before 6AM. But we should be avoiding that approach at all costs when marketing our own products. Here’s a good example of a marketing video that works:

With the recent surge in using video to market products, companies are finding the balance between producing content that communicates the value of their products and encourages viewers to take action, without sounding like an infomercial nobody wants to watch. Product information videos are a valuable tool in the sales process and as a reference point for prospects that may be viewing your website cold.

So what is the key to producing phenomenal video content? It all starts with a compelling script. You may be asking yourself: how do I write a compelling script, especially if I have no video or screenwriting experience? We have a few strategies to get you started.

1. Focus the purpose of your video into an elevator pitch

Videos can have a number of objectives, from acting as sales letters to training tools and product information videos. Be very clear on how your video will be used in your sales process. This will bring clarity on who the information needs to be angled for, and what information should be highlighted. Distill the big idea into an elevator pitch, which will act as the seed for all the future work you’re doing.

2. Know who you’re writing for

The first step to creating a great video is writing for your target audience, just as you would when you’re drafting a blog post or written piece of content. Who do you expect to watch this video? What information do they need in order to make their decision? What tone would appeal to them? Take some time to understand your buyer’s thought process, concerns, and what problem or issue in their life this product solves.

3. Outline your content using smart salesmanship

Once you know where in the sales process the script will be used and who you’re writing for, consider: What features of the product are they likely to use, and what benefits will that create for them? Are there elements of social proof, such as testimonials or the number of customers that have used your product that will help build credibility? Using the buyer profile you created in the first step, can you address any objections that you anticipate that they would have?

4. Craft a strong opening

What piece of information would capture this audience’s immediate attention? Think of this aspect as you would a headline when you’re generating written content. Look at the body of product information; think about the biggest benefit, the unexpected story, or the direct solution to a searing pain in the buyer’s life. Build this into your hook, into your video’s opening, to really grab and hold onto their attention.

5. Use your own story

Be personal in your script –establish a connection with your audience by making them feel like you are speaking directly to them. One crucial thing that companies often overlook in their video marketing is that there are people behind the company. You are not a faceless entity – you’re a human being with a unique personality and a story! Viewers are more likely to make an emotional connection with your video if you act like a person, rather than presenting yourself in a robotic way because you think that’s what converts. The most effective video sales scripts use a conversational tone, as if the presenter were speaking to their friend about their products. Buyers do business with people they like, know, and trust.

6. Keep it short

Remember: your goal is to record a video that sells products, not to produce a feature film. It’s a good idea to keep your sales script short and to the point. The shorter your video, the more chance you have of keeping viewers engaged. People consume content online quickly, and even if you are extremely compelling, your audience will be ready to move on to the next thing after a couple minutes. Keep things concise by avoiding fancy jargon and using direct language. Put all the information into your script, and then edit ruthlessly. Test the script with people representative of your target demographic, and ask them to flag anything that loses their interest if you need help deciding what to cut.

7. Have a clear call to action and/or a great offer

You crafted a great hook that captured your audience’s attention. You anticipated their concerns, and laid out step by step the benefits that the product presented to one of their most pressing problems. You were concise, and let them see you as a human being. Now, you’re ready to close. What do you want people watching the video to do? If it’s taking an action, such as opt-in for an email list or download a paper, make it very easy for them to do. State the call to action clearly, and reiterate the benefits that you discussed earlier. If your call to action is making a sale, clearly state your offer and express why it’s a great deal. Are you offering a discount, killer bonuses, or making it available for a limited time? Tie the offer back to the problem and benefits, and clearly ask prospects to take that final step.

Finally, before you go into production, test your script with prospects or existing customers to get a sense of your targeting, tone, and timing. Honest feedback is an invaluable part of the process. When you’re ready to shoot your video, your script may be read verbatim or just serve as a guide for a more free form presentation. Use whatever method makes you feel comfortable, and don’t underestimate the power of practice. A few test runs where you review your footage will let you know when you hit it on the mark.

Before we leave you to tackle your own script, here are a couple of example of content rich sales video that works well. The first one is a little on the long side for my taste, but really effective:

A great example of a video that has a very personal feel and shows that you don’t need incredibly high production value in order to be effective:

Let us know if you have any specific questions in the comments – we’re happy to answer anything that comes up as you work through your first script.

Image source: Onemarketmedia.com