Video scripts are key to business success. That is why countless marketers prefer them.
More and more people interact best with videos and prefer them. So, if you want to attract leads and increase your conversion rates, use video marketing.
This report covers effective ways to write a high converting sales video script. Use it to reach potential customers, turn them into clients, enhance sales, and grow your business.
START WITH A CREATIVE BRIEF
This is by far the most important step because it helps you determine where you are going, guides you in the right direction, and ensures success.
A brief is a collection of information about your goals, audience, and project scope. It clarifies the steps to take and keeps you on a clear path toward your goals. It keeps everyone on the same page and makes it easy for your team to understand what’s expected of them and understand what you intend to accomplish. So, prioritize it.
Consider your goals. What do you want to achieve? Why are you making the video? Who is your target audience? What channel are you using? How are you going to measure your video’s success? What topics are you going to cover? What are the key takeaways of your video? And What specific action do you want viewers to take after watching your video?
Know what you want to achieve and write it down to ensure success. Do you want to market your new offer? Do you want to convert leads into customers? Or perhaps you want to win back lost clients? Whatever your goal, clearly define it to ensure you write a script that enables you to reach it.
Define your target audience, identify their pain points, and find out how you can offer the right solution with your product or service. Know who you are writing for, identify their challenges or needs, and cater to them. Find out where they spend most of their time online and upload your video on that particular platform. For example, if they prefer Facebook, make sure your video appears on Facebook. If they prefer YouTube and Facebook, upload the video on both channels.
State how you are going to measure the success of your video to easily monitor performance. What does success look like to you? Are you going to measure it based on the number of clicks you get, the number of views you get, or your conversion metrics? Will you ask your audience to sign up for a free demo or newsletter? Will you ask them to click a certain link or take any other specific action? Whatever route you take, make sure it’s clearly defined in your brief.
Other important things to include in your brief are the topic and subtopics of your video.
Pick a persuasive topic that raises interest and gets your audience interested in watching the video.
CREATE YOUR OUTLINE
Next, use your brief to create an outline. Use all the information you gathered in the previous step to write an effective script that ensures results.
Consider your main goal, your target audience, their needs, your solution, the platform you’re writing for, and the step you want users to take after watching your video.
Determine how long it’s going to take to finish the script. If it’s going to take 30 or so days, write daily to ensure you meet the set deadline. Treat the project like your 9-5 job and specify your working hours. Don’t make room for distractions, focus on completing your script, and reaching your goal.
Include all the necessary information and get a step closer to your goal daily.
Remember, this is your first draft, so don’t worry too much about getting it right the first time. Write everything that comes to mind and everything you think is important. You will revise your draft once you’re done.
Ask your team and everyone involved in the video production process for their feedback. Ask them to review your draft and share their opinion. Use the information you get to perfect your draft and write an effective script that leads to conversions.
Consider your topic and use it to outline your script and structure it right. For example, if your topic is “How to become a successful freelancer”, create subtopics to break down the information and make it easy for your audience to follow along. You can use “Master your skills”, “Identify your target audience”, “Conduct market research”, “Have an effective marketing strategy”, “Have a strong online presence”, “Develop an effective sales strategy”, And “Automate processes.”
WRITE FOR YOUR AUDIENCE
The most important thing to bear in mind when writing your script is the type of people you are writing for. So, know your target audience and meet them at their points of need. Know what they are looking for and what they want to hear. Determine the best way to connect with them and get them to connect with your offer.
Appeal to emotions. Get them to fall in love with your product or service. Convince them that it’s what they’ve been searching for all along.
Connect at a personal level. Use a conversational tone to get them to relate with you and trust what you’re saying. Use an informal tone to make it easy for viewers to connect with you.
Avoid using industry terms that your audience isn’t familiar with because it can force them off your content. Use words that are familiar to your audience and if you can’t find a replacement for certain terms, add descriptions.
Keep your script short, clear, and straight to the point. Get rid of filler content and any irrelevant information you’ve included.
Consider the platform you’re writing for. Realize that users on different platforms engage with your content differently. One strategy can be effective on one channel and ineffective on another. So, write for the platform you are using.
WRITE A COMPELLING INTRODUCTION
Your introduction determines how long people stay on your video and how many viewers take the desired action. So, write a compelling introduction that grabs your viewers’ attention and gets them to watch to the end.
You only have a couple of seconds to grab the user’s attention so, make it count. Use those first few seconds to introduce yourself and most importantly state what viewers will benefit from watching the video. Mention what the video is about, what they are going to learn, how it’s going to make their lives easier, and why they need to watch to the end.
When introducing yourself, mention what you do, how long you’ve been in business, and some of the most influential people you’ve worked with, where applicable. Doing this establishes trust, makes it easy for prospects to connect with you and is key to proving your expertise.
Add links to your social media profiles below your video or on your video description and ask your audience to connect with you.
Talk about the purpose of your video. For example, what motivated you to create it, who it’s for, who is going to benefit from it the most, and the sort of information included, such as the key takeaways.
The goal is to get your viewers excited about what you are sharing and keep them committed to watching till the end.
Keep them thinking “I didn’t know that”, “What else can I learn?”, and “I have to find more videos by this brand.”
HIGHLIGHT THE PROBLEM
Identify a problem that your audience wants to solve and talk about it. Explain why they need to solve it and the negative impact it can have on their professional or personal lives if left unsolved. Focus on one problem or pain point that your audience has and show them how your offer provides the best solution.
If you’ve had the same problem in the past, let your viewers know and mention how you solved it. Talk about the negative impact it had on your working life or personal life. Talk about how it made you feel, the impact it had on your work, and so on. The goal is to show viewers that you understand what they’re going through and you sympathize with them.
When people realize you’ve had the same challenge as them or experienced the same setback, they will easily connect with you. They will be convinced that you understand them, know what you are talking about, and trust your offer.
Mention what you learned and how your life or the way you work changed after you received the right solution.
After explaining the problem and the negative impact it can have on your audience’s lives if left unsolved, offer a solution.
Show prospects that your product or service is the perfect solution. State what it is and how it can help them. Highlight the unique features and explain how they benefit the user. For example, if you want to advertise your new time management app, state that it can help users manage their time wisely, work more effectively, meet deadlines, and never miss an important appointment.
Explain how it’s better than similar products in the market to get prospects to favor it above the competition. Mention the extra value it brings and highlight a few things that consumers can accomplish with your product or service that they can’t achieve with similar products.
If it’s meant to save money, state how much users can save daily, weekly, monthly, or yearly by using your product or service. If it’s meant to save time, mention how it saves time. Doing this makes it easy for prospects to trust you, connect with your content, realize you have the right solution and is key to turning viewers into buyers.
PROVE YOUR OFFER
Telling people what your product can do is one thing, proving it can do what you say it can, is another. Consumers want to know that they are spending their money on something that can deliver the expected results. Something that has been tried and tested. Something that other people with similar struggles have used and found useful. So, prove your offer is as helpful as you say it is and worth the asking price.
Tell your audience why you are the most reliable source for certain services and why they should choose you. Talk about your brand, what you do, how long you’ve been in business and the number of people you’ve helped. Doing this will position you as an authority figure in your niche, build trust, and make it easy for prospects to trust what you’re saying.
Provide social proof and credibility. Mention people who have used your product and share their testimonials. If you have client reviews on your website, blog, or social media pages, feature them on the video or share links to those pages.
If you want to feature them on your video, take a screenshot of some of the best comments and reviews you got and show them to your viewers when you reference happy clients.
Make sure success stories highlight product benefits to make it easy for viewers to identify the solutions that your offer provides. Doing this makes it easy for prospects to trust you and helps you connect with them more effectively.
Next, state what sets your offer apart from the competition to show your potential customers that you have the right solution to their problems. Bring their attention to the additional value that your offer brings to capture their attention and get more conversions.
After providing social proof and convincing viewers your offer is better than the competition, mention your price. State how much your product is. After that, show viewers how to use your product. If you offer a certain service, show them the steps to take to make the final purchase. Walk them through each step to ensure sales and avoid losing customers because they don’t know which steps to take to buy your product.
If you sell a certain product, show them where to purchase it, mention the steps involved, and show them how to use it once it’s delivered. List the payment methods, available bonuses, available promotions, and accessibility. For example, how long do they have to wait before the product gets delivered to their doorstep?
Create attractive offers and mention them in your video to attract sales. For example, use money-back guarantees or special discounts to build trust and accelerate buying decisions.
CREATE A SENSE OF URGENCY
If someone watched your video to this point, they are interested in engaging in business with you. So, create a sense of urgency. Show them that the best solution has been offered to them and they don’t want to miss the opportunity to solve the above-mentioned problem. Make them feel if they don’t buy your product, they will lose out on the best offer that they can’t get anywhere else.
Create a sense of urgency and set time limits to certain elements. Mention the interesting promotions you have and show them they don’t want to miss out. Set time limits to inspire action and influence buying decisions. For example, you can say “The 30% bonus is valid for 28 days only”, “The free service is only available to the first 50 clients”, or “We are running low on ABC, so get yours now.”
Tell your audience the next step to take because, at this point, they will want to buy your product, if they’re serious. So, don’t lose the opportunity to conclude a sale. Ask them to use available links to go to your website and buy. Share your website URL in your video description and make it easy for them to visit your store.
End your video right. Thank your audience for watching and remind them not to forget to visit your store and buy the product.
After successfully writing your script, read it out loud to identify mistakes and make the necessary improvements. Record yourself so you can easily identify and correct errors. Correct and adjust until you can read smoothly and easily understand your main message.
Put yourself in your audience’s shoes and pretend you are hearing your video for the first time. What is the main message? How does it relate to you? How does it benefit you? What value does it bring into your life? And What steps must you take to buy the product?
Refine your speech until it’s as clear as you want it to be.
Once you are happy with your work, ask for feedback. Identify at least two people who will give their honest opinion without being biased. Listen to valuable feedback and make the necessary adjustments.
Use visual elements to capture your audience’s attention. For example, add a high-res image to emphasize a specific point or share helpful stats in some key scenes. You can also add your product image when explaining your offer to catch viewer’s attention and help them connect with your brand.