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How to write a great video-marketing script
by Steve Singleton
Audio version:
Whether or not you build our teleprompter, if you want to write a great video-marketing script, you only have to keep a few things in mind. Here the short list:
Remember WII-FM! No, those aren't the call letters for a radio station. They stand for "What's in it for me?" In other words, what are the benefits that you have to offer your customers. Benefits are different from features. Features include a physical description of your product or service, its price, how it is used, and so on. Benefits describe how the product helps customers solve their problem or achieve a goal. After you've written a draft of your script, go back through it, ruthlessly asking yourself, "Is this a feature or a benefit?" And if you answer "Feature," change it into a benefit.
Write your best benefit in your opening statement. Can you identify what is the most attractive benefit of your product or service? Put that at the beginning. Word it in such a way that it's attention-getting, uses action words, and has PUNCH!
Make it as short as possible! Apply the K-I-S-S principle ("keep it simple, stupid," or more tactfully, "keep it super-simple"). The longer the video is, the larger the file size, the more space it takes up on your host, and the more likely it is that your audience will get bored before you're finished. Better to stop too soon, while they still want you to go on, than to keep yapping even a second after they want you to "put a cork in it."
Be personal! An important point that Internet marketers often forget is how blind your customers are when they are considering an online purchase. This is where video-marketing can really contribute to your success! Your customers can see you, hear you, watch you smile, get to know you and like you. Let your personality come through. Don't think of your video as a presentation to hundreds or thousands of people, but as an opportunity for a one-on-one conversation with your buddy. And let your script indicate that personal touch.
Make it interesting! Rev yourself up until you are excited about your topic. Only a few people, like Bill Murray or Ben Stein, can make a slow monotone seem funny. If any of the rest of us try it, it just turns out ho-hum boring. Let your excitement carry through to your script. Of course, you can overdo it and drain away all of your credibility with runaway hyperbole like, "the newest, the best, the most exciting gizmo in the universe, for the lowest, rock-bottom price." But if you can make some comparisons or truthfully claim something unique about what you have to offer, you should do it. That's what we want to know: why should we buy it from you and not someone else?
Build urgency into your presentation! Even if your prospective customers are interested in what you are offering, they may put off the buying decision unless you give them a reason to buy now. Will your offer expire at the end of the month. Are there only 15 left (assuming this is true)? Will your customer get bonus items if they buy now?
Can you offer a money-back guarantee or free trial period? Many of us are used to making purchases off the Internet, but some people still have rip-off anxiety. You need to reassure them. Be honest, now, do you really want to keep the money of someone who is not a satisfied customer? Most people will not ask for their money back even if they are disappointed. The few refunds you give out will be offset many times over by the increased confidence you provide for your prospective customers.
Offer them something that will keep you both in touch. Can you offer them a free newsletter that discusses their niche interest? Can you ask for their feedback on their purchase or what related items and/or services may interest them?
Of course, none of this means a thing if you don't have something to offer that really does provide one or more valuable benefits to your customers. Provide them with content that will really help and then Make your presentation rich with content, but framed in the items I've listed, and you are well on your way to video-marketing success.
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Benefits describe how the product helps customers solve their problem or achieve a goal. After you've written a draft of your script, go back through it, ruthlessly asking yourself, "Is this a feature or a benefit?" And if you answer "Feature," change it into a benefit.
Rev yourself up until you are excited about your topic. Only a few people, like Bill Murray or Ben Stein, can make a slow monotone seem funny. If any of the rest of us try it, it just turns out ho-hum boring. Let your excitement carry through to your script. Of course, you can overdo it and drain away all of your credibility with runaway hyperbole like, "the newest, the best, the most exciting gizmo in the universe, for the lowest, rock-bottom price." But if you can make some comparisons or truthfully claim something unique about what you have to offer, you should do it. That's what we want to know: why should we buy it from you and not someone else?