It may feel foreign at first…
But once practice a few times with a script, it will become natural to you.
Scripts are great.
They provide us the ability to share well-polished and tested stories, giving a better chance of success too.
That’s why we recommend using scripts for your video marketing campaigns.
However, for those who have never written a script before, it can be daunting.
But don’t worry. I’m going to give you everything you need to write a great script, every time. Here’s what you need to think of when writing the script for a video marketing video:
First, identify the pain.
What is the pain? What is the challenge?
What is the issue people are dealing which relates to your specific work? I don’t know exactly what this would be for your business as it’s different for each industry.
Whatever it is, it’s not your external service. It’s an internal problem. What’s driving them?
Address that internal problem in your video. Tell your viewers how you can fix that pain and the resolution they will have at the end.
That’s all you need to say.
Next, use the APP Intro.
Start every video with an APP video. APP stands for Agree, Promise, Preview.
First, you get them to agree with you. Then you make a promise to provide the viewer a solution. Then you provide them a preview of the results.
Don’t you hate it when you book a beautiful hotel just to realize when you get there that the pictures were better than reality?
Now I have your attention. I could also say many travel viewers would agree with that statement.
By putting this agreement right at the start, you’ve made the viewer engaged. Just by getting them to agree to something simple or by acknowledging their pain.
Then you go in a promise:
But, what if I told you there is a way to get the best hotels every time, at discounted prices not even available online? In this video, I’m going to show you how I do it. (Promise)
Now you’ve made a promise and shown them exactly what the value of the video is and why they should stick around.
Lastly, you end the intro with the preview:
First, here are 10 5 star hotels I’ve stayed in around the world at a 3-star price by using this technique.
Just by using this APP intro, you are already at the Golden Standard level. Go watch any successful “How To” YouTube channel and you’ll soon realize that they all use this method to hook their viewers within the first few seconds.
Now that you know this technique, you might start cursing at the screen like I do, telling the person in the video to stop rambling and get to the point showing you they understand your pain, have a method to fix it and have proof they’ve done it before.
Here’s a simple little template to get started with the APP technique:
“Hey guys, isn’t it annoying when [insert pain]? That’s why in this video, I’m going to show you how to fix [ pain] in 3 easy steps. Btw, this is the same technique I used to [insert result seen].
Now that your viewer is in for the ride, watching a video they know will benefit them, you can write the body of your script. This is simply where guide them through the steps you told them about in the APP Intro.
Now it’s time to finish your video with a…
Call To Action
Often people do not ask for the call to action by the end of their video. Or they dryly ask the viewer directly to like and share the video. Don’t do that.
Instead, say something like:
“If you have a friend that may enjoy this video, please share, and if you liked this video, please like it.”
Keep it simple, but non-invasive. Asking them to think of a specific friend to share the video with, is going to get people liking and subscribing to your channel and sharing your content.
Because when you ask someone to share something, there is no specific social currency associated with it, making it less likely for them to do it.
However, if they think of a specific friend to share this with, then by sharing it they are doing something nice for the friend, which encourages the behavior of sharing.
Alternatively, if the video is about your products or services, you could say something like
“If you need more information, give me a call on this number.”
(This is the call to action I often use.)
That’s it. Now you know how to:
Write a script in three steps:
1. Find their pain. Address it.
2. Use the APP Intro
3. Use a logical non-invasive call to action.
Keep in mind:
Nobody is a natural scriptwriter or video marketing expert. I’ve never met anyone who has come out of one session and be able to make the perfect video on the first try.
Good script writing and content creation take rehearsing. Test the script out. Go over what you’re going to say. Do a table read in front of someone else and repeat it a few times. Then, just go shoot the video and see how it goes.
With a little script rehearsal, your videos will come out looking and sounding great.
Want a free copy of my script template? Send your email to +1 561 285 2967.
This is my phone number. If you send a message to this email it doesn’t go in any database or into an AI auto-responder. It’s me. So send me your email address and I’ll send you a copy of my script template.
That way, all you need to do is plug in your APP, steps, and an end CTA.