Video is a powerful medium and the best way for a video entrepreneur to tell a compelling story about their business in a short span of time. However, before you even begin to design some great animations to lure in your customers, it is crucial to write a killer script that is compelling enough to drive sales and convert customers rather than just putting them to sleep. Writing successful sales video scripts is the secret sauce that drives video marketing.
Here are a few things to think about when writing successful sales video scripts or explainer video scripts:
1.The First Rule of Writing Successful Sales Video Scripts: Keep It Short!
It is important for your sales video to be short – around 60 seconds is ideal – as this helps keep the attention of the audience. An unnecessarily long video can start to drag, and your customers will begin to phase out. You may feel you need to pack a video with all your cool products, but it is always better to use the 40/60 rule. This rule basically states that you use 40% of the time to talk about your best products and services, and the other 60% to talk about your business and tell a compelling story about it to keep your audience captivated.
2. Start With Who And What
Right at the beginning of the video, you need to make it clear who you are and what you’re selling. Anyone clicking on your video will be searching for something and without beating about the bush you end to tell them straight out that they’ve come to the right place. You can also put your message, the purpose of the video, in the first 30 seconds; just summarize it into one sentence and put it in.
3. Get Personal
You need to come across as more than just a business or brand in this video, you must become a person that the audience can relate to, so you need to come to their level and talk to them directly. For this, it is good to use a more conversational nature; using “you” and “your” in the video addresses the audience directly. Don’t talk down to them and don’t go over their head either, but instead become their friend. You should also try to keep your script casual, like an actual discuss between two friends rather than a memorized script.
4. Tell A Story
A great structure to shoot for your video is to tell a story! This captivates your audience and makes them anticipate the ending. You can start by stating a problem you have, which can be any problem your customers may have that your product or service solves. You then go onto mention the possible implications of this problem on the customers’ life and wellbeing. This creates a certain mood by stacking the emotional power, and your customer gets more and more upset while he or she is relating to your video. That is when you bring in hope by introducing a solution to the problem that your product provides. You can explain how it all works and how your product will help remove the problem. You then end with results, telling the customer what happened after the product was used and how your life got better.
This keeps your content lively and holds the attention of the audience. Other ways to tell stories is to talk about your company’s background and founding history; the passion and love that goes into the business, a real life best story about a previous client; what makes you unique and how your business helps the community and its people.
5. Find Your Voice
In order to find a voice or a tone while writing successful sales video scripts, you need to know your customers well. You need to know their personalities, their likes and dislikes, their income levels, where they live and work and how they dress. This way you can talk to them at their level, whether that’s classroom style explanations or colorful childlike stories. Depending on your audience, you can choose the tempo, tone of narrator’s voice, background music and the actual wordings of the script. When telling a story you can choose the characters according to what your customers look like.
6. Use Humor Wisely
Humor is a good way to keep the audience’s attention and add a few quick respites from all the information, but it should be used wisely to be effective. This should not show up randomly or in a disconnected way, and shouldn’t break the tempo you’re building, as it may actually distract the customers from the main issue. It is always better to use humor in the visual content rather than the script.
7. Pace Yourself
The average human can speak 200-250 words a minute in normal conversation, but in a video it is better to make room for pauses for effect and a generally understandable and clear pace so keep your dialogue between 125-150 words a minute. Keep in mind while writing the sales video script that your audience should be able to understand you so don’t rush through the dialogue.
8. End With Call-To-Action
One of the hard and fast rules of advertising with video is that you must include a call to action (CTA). You have to to tell the viewer what to do next. Do not assume that they’ll know what to do. At the end of the video you can get a little sales-pitchy and add a call-to-action which will get your audience to do whatever it is your video aims to make them do, whether it is liking your page, subscribing to your channel, calling to place an order or visiting your store or website. This should be deliberate and direct and is what will convert customers.
With these 8 tips you can create more compelling and effective sales or explainer videos about your business, and make more money through your video business by converting more customers with killer sales videos. Writing successful sales video scripts is a skill that can be learned with just a bit of patience, practice and perseverance.