SCRIPT WRITING
Master the art of story telling.
VIDEO OBJECTIVE
• Know your avatar	

• Choosing the outcome will dictate the content	

• What action do you want them to t...
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 avat...
HOOKTHEM
• Break their pattern	

• Just like a headline - be bold	

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

•...
TELLTHEM A STORY
!
!
• Explain the situation	

• Magnify their feelings	

• What is it, why it works, how it can work for ...
SELLTHEM
• Build the trust / proof it works	

• How much is it?	

• Guarantee	

• Call to action	

• Tell them what to do ...
THE BBS FORMULA
• BBS biggest opportunity online	

• Selling my 500+ websites	

• What it's all about	

• Who we are	

• H...
THE OTM EXPERIMENT
!
!
!
!
!
• 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	
...
WHATTHE FAQ?
• Instant content	

• People prefer people to tell them things	

• Short and sharp	

• Get your sales message...
Q&A
• Choose 10 x 10 technique...	

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

• Is it worth the money? 	

• How much is ...
Q&A
• My business is unique	

• Can't I do it myself?	

• Who are you?	

• How can I help you?	

• Have you had any failur...
WHATTO WRITE
• The question	

• An explanation of the answer	

• Responses to anticipated barriers 	

• Call to action	

•...
TUTORIALS
• Positioning yourself as the expert	

• Get repeat views	

• Build trust 	

• Create a product 	

• Example: Fi...
WHATTO WRITE
• A clear, step by step plan	

• How it will help people	

• Keywords (also good for SEO)	

• Where to find ou...
INTERVIEWS
• Align yourself with an expert	

• Mutually beneficial	

• Most successful people are
happy to share	

• Future...
WHATTO WRITE
• Ask them what you want to know...	

• How did you get started?	

• What's your philosophy?	

• Who are some...
WHATTO WRITE
• What are some of the challenges you've
faced along the way?	

• What do think has made you successful?	

• ...
TESTIMONIALS
• What others say about you is everything	

• Builds instant credibility	

• Helps you know what's important ...
WHATTO WRITE
• What was their situation/issue before
working with you?	

• Why did they choose you?	

• What was the resul...
WHATTO WRITE
• What's happening now?	

• What advice would you give to someone
thinking about working with your company?	
...
THE PROOF
• Read this...
THE PROOF
• Watch this...
Insert Heather’s video
VIRALVS BRANDED CONTENT
• What's the difference?	

• Viral spreads organically	

• Short term gain	

• Branded content is ...
VIRAL EXAMPLES
BRANDED CONTENT EXAMPLES
FROM SCRIPTTO SCREEN
• www.soundshop.com.au/catalogues/cables/	

• www.soundshop.com.au/brands/our-brands/anthony-gallo-in...
WHERE DOYOU START?
• If you’ve already got a website	

• Target your most trafficked webpages	

• Homepage, products or ser...
QUESTIONS
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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/

Published in: Business, Education, Technology
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Script Writing For Web Videos Made Easy

  1. 1. SCRIPT WRITING Master the art of story telling.
  2. 2. 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?
  3. 3. SCRIPTING FUNDAMENTALS • Simplify the message • Less is more • Follow the 3 act structure
  4. 4. SCRIPTING FUNDAMENTALS • It’s all in the story • Show don't tell • It's not about you
  5. 5. VIDEO SALES LETTERS • It's just like traditional copy • Higher conversion • People buy from people • Know your avatar • Hook, story, sell
  6. 6. HOOKTHEM • Break their pattern • Just like a headline - be bold • You're about to discover <insert biggest benefit> • Call out their biggest concern
  7. 7. TELLTHEM A STORY ! ! • Explain the situation • Magnify their feelings • What is it, why it works, how it can work for them
  8. 8. SELLTHEM • Build the trust / proof it works • How much is it? • Guarantee • Call to action • Tell them what to do next • Zero confusion + single option
  9. 9. 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
  10. 10. THE OTM EXPERIMENT ! ! ! ! ! • Performed x7 better - make your offer crystal clear VS
  11. 11. 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
  12. 12. WHATTHE FAQ? • Instant content • People prefer people to tell them things • Short and sharp • Get your sales message in there too (you've earned it)
  13. 13. 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
  14. 14. 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?
  15. 15. WHATTO WRITE • The question • An explanation of the answer • Responses to anticipated barriers • Call to action • Ask for customer response
  16. 16. 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)
  17. 17. WHATTO WRITE • A clear, step by step plan • How it will help people • Keywords (also good for SEO) • Where to find out more/subscribe
  18. 18. INTERVIEWS • Align yourself with an expert • Mutually beneficial • Most successful people are happy to share • Future proofing
  19. 19. WHATTO WRITE • Ask them what you want to know... • How did you get started? • What's your philosophy? • Who are some of your mentors?
  20. 20. WHATTO 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?
  21. 21. 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
  22. 22. WHATTO 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?
  23. 23. WHATTO 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?
  24. 24. THE PROOF • Read this...
  25. 25. THE PROOF • Watch this... Insert Heather’s video
  26. 26. VIRALVS BRANDED CONTENT • What's the difference? • Viral spreads organically • Short term gain • Branded content is more niche • About the story/info
  27. 27. VIRAL EXAMPLES
  28. 28. BRANDED CONTENT EXAMPLES
  29. 29. FROM SCRIPTTO SCREEN • www.soundshop.com.au/catalogues/cables/ • www.soundshop.com.au/brands/our-brands/anthony-gallo-interview/
  30. 30. WHERE DOYOU 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
  31. 31. QUESTIONS

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