SCRIPT WRITINGMaster the art of story telling.
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?
SCRIPTING FUNDAMENTALS
• Simplify the message
• Less is more
• Follow the 3 act structure
SCRIPTING FUNDAMENTALS
• It’s all in the story
• Show don't tell
• It's not about you
VIDEO SALES LETTERS
• It's just like traditional copy
• Higher conversion
• People buy from people
• Know your avatar
• Hook, story, sell
HOOK THEM
• Break their pattern
• Just like a headline - be bold
• You're about to discover <insert biggest benefit>
• Call out their biggest concern
TELL THEM A STORY
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• Explain the situation
• Magnify their feelings
• What is it, why it works, how it can work for them
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
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
THE OTM EXPERIMENT
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!
!
!
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• Performed x7 better - make your offer crystal clear
VS
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
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)
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
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?
WHAT TO WRITE
• The question
• An explanation of the answer
• Responses to anticipated barriers
• Call to action
• Ask for customer response
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)
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
INTERVIEWS
• Align yourself with an expert
• Mutually beneficial
• Most successful people are happy to share
• Future proofing
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?
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?
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
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?
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?
THE PROOF
• Read this...
THE PROOF
• Watch this...
Insert Heather’s video
VIRAL VS BRANDED CONTENT
• What's the difference?
• Viral spreads organically
• Short term gain
• Branded content is more niche
• About the story/info
VIRAL EXAMPLES
BRANDED CONTENT EXAMPLES
FROM SCRIPT TO SCREEN
• www.soundshop.com.au/catalogues/cables/
• www.soundshop.com.au/brands/our-brands/anthony-gallo-interview/
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
QUESTIONS
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