Scriptwriting for Brand Characters

1. WWW. THESLINGSHOTGUYS.COM
WHY,
WHAT,
WHO,
WHEN,
WHERE
VIDEO MARKETING TO
BUILD YOUR FAN BASE

2. DEAR YOU
As the CEO, CMO or Salesman of your company,
you know all about the importance of attracting a loyal following who
will stick with your product and services over the competitors.
We don't want this to become a price war.
we want to be able to sell on the value we know we bring to the deal
and to the customer.
But how do we communicate this?
How do we show them that we are truly and really just BETTER?
How do we keep them interested and focused on our brand, and
most importantly STAND OUT?
One of the strongest tools we can use is video marketing and in this
little guide we show you exactly how.
Take it one step at a time and enjoy the ride!
Make today your best day yet,
Bylu and The Slingshot Team
P.S. Do tag us in all your work so we can like and comment.
P.P.S. If you're short on time, or need any help in producing your
videos,
feel free to reach out at any time and we'll be glad to discuss our
offers.
1

3. Information retained through
video
Information retained through
text
(Insivia)
72% of customers would
rather learn about a
product or service by way
of video.
(HubSpot)
(Wordstream)
92% of users watching video on
mobile will share it with others.
VIDEO
MARKETING
The Stats
2

4. Video helps you
close those sales
with excited
prospects who
have seen you on
screen.
SELL MORE,
SELL EASIER
Video positions you
as the
expert. Customers
are willing to pay
you much more for
that value.
PREMIUM
PRICING
VIDEO
MARKETING
The Benefits
Brands with
powerful video
campaigns are
looked up to and
respected as
industry leaders.
STATUS AND
RESPECT
BRAND AWARENESS GROWTH
3

5. THE BUILDING
BLOCKS
S t r u c t u r i n g y o u r V i d e o
4

6. WHERE WILL YOUR
VIDEO BE USED?
WHY
Introduction (email, web, social)
Website enhancer
Investment Pitches
Event promos and coverage
Event Presentations
Exercise 1:
Determine:
Where can my sales process get a bit stuck,boring
or confusing?
Can video help with that?
Recruitment
Compliance
Training and safety
Public relations
Testimonials
Before you attempt actually making your video we'll need to decide where
video will best enhance your Sales process.
Here is what we need to consider:
Where is your sales process not going as smooth as you'd like?
Is it lead generation?
Sales?
Customer retention?
Is your product or service too complicated to understand, causing you to
lose customers?
Maybe your employees are the problem and need some better training?
Is your website hard to navigate?
Are you mainly reaching out via email and aren't getting any responses?
Here are some ways our customers have used video in their marketing
strategy.
Direct response (sales)
Email marketing/Sales Funnel
Demos
Explainers
Insider's view/Reality Shows
The Goal
45

7. WHAT'S YOUR
STYLE?
Comedy
Horror
Adventure
Journeys
Love and Relationships
Magic and Sci-fi
History
Documentary
Lifestyle
Choosing the type of video you will produce is not a blind choice
of what appeals to you or what you are pitched on.
It involves a deep and thorough analysis of your company culture,
customers and goals.
Only after that do we choose a category, or genre of video.
CLASSICAL
GENRES
Hmmm...
So which one do I choose?
WHAT
How to Choose Your Genre'
6

8. HERE'S WHERE WE
SWITCH THE SCRIPT
Guess what?
It doesn't matter what your type is!
What matters is the style your CUSTOMERS enjoy.
So if they're a fun loving comedic bunch, make them laugh.
If they're heavyweight historians, tickle them nostalgic.
If they're fanciful inventors, give them Sci-fi magic.
As in all marketing you build an excited and passionate fan
base by showing them how they'll get their thrill by
interacting with your brand.
Exercise 2:
Analyze:
Which genre would the majority of
my clients enjoy most?
You're probably tempted to choose your favorite movie style...
The one YOU would love to watch.
But hold it!
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9. WHO WILL STAR IN
YOUR SHOW?
WHO
C h o o s i n g y o u r m o d e l
Exercise 3:
Think about it:
Which personality type will best model
my ideal customer or their lifestyle?
Just like you choose your genre' based on your customer's likes, so
too the hero of your video should reflect their likes and lives.
This is the way to give your audience validation and support, all
coming from you and your brand.
Consider these standard personality archetypes:
Sage, Innocent,
Explorer, Ruler, Creator,
Caregiver, Magician,
Hero, Outlaw, Lover,
Jester, and Regular
Person.
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10. DEFINING THE
DETAILS
WHEN - WHERE
W h e n / w h e r e w i l l y o u r v i d e o t a k e
p l a c e ?
Exercise 4:
Choose costumes and props which
will add at least three of the above
details to your scene.
Adding more detail to your video will enhance the viewers experience.
Adding color, props, costumes, and scripting to reflect the era, time,
and place of your story will sharpen your message and make you
more memorable.
Day/night
Interior/exterior
Current/Historical
Local/Exotic
Single/Family
Male/Female
Liberal/Traditional
Refine a few of the following details:
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11. WORD FOR WORD
S c r i p t i n g f o r I m p a c t !
Exercise 5:
Refine your script to reflect your
character's lifestyle and values.
Taking all the details you have worked out for your Hero,
script the dialogue or voiceover which will explain your video.
Show, Don't Tell!
This is the power of video:
Vi Suals
Au dio
Minimize words and substitute for images whenever
possible.You want to blend the video and the audio so they
complement each other, for the most WOW sensation.
Remember our number one rule:
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12. I hope you found this guide valuable.
For any questions feel free to reach out to us!
www.theslingshotguys.com
bylu@theslingshotguys.com
845-377-6766