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SCRIPT WRITING Master the art of story telling.

Script Writing For Web Videos Made Easy

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In this presentation, David Jenyns gives some ideas on how to write your web video script. He shares his strategy of always getting into the mind of a particular target customer. He then uses this "avatar" in developing the script. Want to learn more about web video techniques? Visit http://www.melbournevideoproduction.com.au/video-seo/video-production-process/

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Page 1: Script Writing For Web Videos Made Easy

SCRIPT WRITINGMaster the art of story telling.

Page 2: Script Writing For Web Videos Made Easy

VIDEO OBJECTIVE

• Know your avatar

• Choosing the outcome will dictate the content

• What action do you want them to take?

• How long should it be?

Page 3: Script Writing For Web Videos Made Easy

SCRIPTING FUNDAMENTALS

• Simplify the message

• Less is more

• Follow the 3 act structure

Page 4: Script Writing For Web Videos Made Easy

SCRIPTING FUNDAMENTALS

• It’s all in the story

• Show don't tell

• It's not about you

Page 5: Script Writing For Web Videos Made Easy

VIDEO SALES LETTERS

• It's just like traditional copy

• Higher conversion

• People buy from people

• Know your avatar

• Hook, story, sell

Page 6: Script Writing For Web Videos Made Easy

HOOK THEM

• Break their pattern

• Just like a headline - be bold

• You're about to discover <insert biggest benefit>

• Call out their biggest concern

Page 7: Script Writing For Web Videos Made Easy

TELL THEM A STORY

!

!

• Explain the situation

• Magnify their feelings

• What is it, why it works, how it can work for them

Page 8: Script Writing For Web Videos Made Easy

SELL THEM

• Build the trust / proof it works

• How much is it?

• Guarantee

• Call to action

• Tell them what to do next

• Zero confusion + single option

Page 9: Script Writing For Web Videos Made Easy

THE BBS FORMULA

• BBS biggest opportunity online

• Selling my 500+ websites

• What it's all about

• Who we are

• How much

• Guarantee

• Book your spot now

• www.youtube.com/watch?v=bgO2BH8qFiE

Page 10: Script Writing For Web Videos Made Easy

THE OTM EXPERIMENT

!

!

!

!

!

• Performed x7 better - make your offer crystal clear

VS

Page 11: Script Writing For Web Videos Made Easy

OPTIN FORMS SUCCESS

• What they'll get

• Build trust

• Tell them what to do

• On thank you page make them an offer

• www.meta-formula.com/MetaStock-Subscribe.html

Page 12: Script Writing For Web Videos Made Easy

WHAT THE FAQ?

• Instant content

• People prefer people to tell them things

• Short and sharp

• Get your sales message in there too (you've earned it)

Page 13: Script Writing For Web Videos Made Easy

Q&A• Choose 10 x 10 technique...

• Does it work? (example: will it blend?)

• Is it worth the money?

• How much is it?

• When can I expect results?

• How much work will it be for me?

• I can't afford it

Page 14: Script Writing For Web Videos Made Easy

Q&A• My business is unique

• Can't I do it myself?

• Who are you?

• How can I help you?

• Have you had any failures?

• How long will it take?

• Is there a guarantee?

Page 15: Script Writing For Web Videos Made Easy

WHAT TO WRITE

• The question

• An explanation of the answer

• Responses to anticipated barriers

• Call to action

• Ask for customer response

Page 16: Script Writing For Web Videos Made Easy

TUTORIALS

• Positioning yourself as the expert

• Get repeat views

• Build trust

• Create a product

• Example: Final Cut King www.finalcutking.com/Video_Training/Home.html)

Page 17: Script Writing For Web Videos Made Easy

WHAT TO WRITE

• A clear, step by step plan

• How it will help people

• Keywords (also good for SEO)

• Where to find out more/subscribe

Page 18: Script Writing For Web Videos Made Easy

INTERVIEWS

• Align yourself with an expert

• Mutually beneficial

• Most successful people are happy to share

• Future proofing

Page 19: Script Writing For Web Videos Made Easy

WHAT TO WRITE

• Ask them what you want to know...

• How did you get started?

• What's your philosophy?

• Who are some of your mentors?

Page 20: Script Writing For Web Videos Made Easy

WHAT TO WRITE

• What are some of the challenges you've faced along the way?

• What do think has made you successful?

• What advice would give people looking to get into this field?

• What's next for you? What do you see as the future of this industry?

Page 21: Script Writing For Web Videos Made Easy

TESTIMONIALS

• What others say about you is everything

• Builds instant credibility

• Helps you know what's important to your clients

• Set it up at the beginning of the job

Page 22: Script Writing For Web Videos Made Easy

WHAT TO WRITE

• What was their situation/issue before working with you?

• Why did they choose you?

• What was the result?

• What does that mean to you?

Page 23: Script Writing For Web Videos Made Easy

WHAT TO WRITE

• What's happening now?

• What advice would you give to someone thinking about working with your company?

• Is there anything else you’d like to add?

Page 24: Script Writing For Web Videos Made Easy

THE PROOF

• Read this...

Page 25: Script Writing For Web Videos Made Easy

THE PROOF

• Watch this...

Insert Heather’s video

Page 26: Script Writing For Web Videos Made Easy

VIRAL VS BRANDED CONTENT

• What's the difference?

• Viral spreads organically

• Short term gain

• Branded content is more niche

• About the story/info

Page 27: Script Writing For Web Videos Made Easy

VIRAL EXAMPLES

Page 28: Script Writing For Web Videos Made Easy

BRANDED CONTENT EXAMPLES

Page 29: Script Writing For Web Videos Made Easy

FROM SCRIPT TO SCREEN

• www.soundshop.com.au/catalogues/cables/

• www.soundshop.com.au/brands/our-brands/anthony-gallo-interview/

Page 30: Script Writing For Web Videos Made Easy

WHERE DO YOU START?

• If you’ve already got a website

• Target your most trafficked webpages

• Homepage, products or services(Pete’s Infiniti example), testimonials, FAQ,tutorials, interviews, branded content

Page 31: Script Writing For Web Videos Made Easy

QUESTIONS