How to write a script for your video that actually converts

 

Writing a script can be intimidating. It can make or break your video.

If done wrong, people will not engage and probably leave right after the intro.

Sucks, right?

Well it doesn’t have to be that difficult. In fact, if you follow a few simple steps it will drastically improve your conversions.

If you’re writing a script for your video and the goal is conversions, this article is for you.

Alrighty then, let’s break it down...

The sequence is just as important as the words.

Follow this sequence in your script to kill it every time:

  1. Problem - what main problem do your customers face?
  2. Solution - how does your product or service solve that problem?
  3. Explanation - how does it work?
  4. Uniqueness - what makes your company unique?
  5. Call-to-action - what do you want the viewer to do?

Write how you speak, not how you write.

You have to keep it conversational, otherwise the viewer’s not going to relate. People have become familiar with certain words when written on paper, but those same words when spoken can sound clunky.

So, instead of saying "I am going to tell you 5 tips".

Say "I'm gonna to tell you 5 tips".

This is a simple concept that is often missed. I made this mistake on a few of my earlier videos and found that reading out loud to someone helps tremendously.

So as you write, read it out loud to your cube mate. If it sounds weird, rewrite.

Limit the amount of features

This point is best summarized from my good friend Kevin Turner, a copywriter at an advertising agency:

"A lot of brands want to talk about every single feature, but when you end up saying too much, you lose clarity. And end up sacrificing that focused lasting impression that really makes people convert."

I would add that if you need to talk about multiple features, make multiple videos. And talk more about the benefits and outcomes - what would a better tomorrow look like?

In Conclusion…

The goal is to capture the viewer’s attention and get them to act. That means you have to speak their language and talk about how you’ll solve their specific problem.

So follow the formula, keep it conversational, and limit the amount of features. 

What have been some of your challenges when writing scripts? The people want to hear from you in the comments below.

 

Lance Miller

Level Set Films, San Francisco Bay Area

Lance Miller is a filmmaker and owner of Level Set Films, a video production company in the San Francisco Bay Area. He also teaches what he's learned about business on his site Freedom Everything.