The Art of How To Write A Promotional Video Script
This post will help you to understand the art of writing a promotional video script. The following information will enable you to promote your business (product/service) in a captivating way; highlighting why your audience needs your offer and how it will benefit them.
At Wow Your Crowd we follow this structure when producing scripts for Promotional or Crowdfunding videos. We will use Soothing Silk our fictional anti-dandruff shampoo, for a product example; but keep in mind that this structure can be used for any type of offer, be it a product or a service.
Script Opening - The Problem
The opening to your script should introduce the problem the viewer faces. There are two ways to do this, either by making a powerful statement or asking a question. For example, your first line might be “4 out of 5 people suffer from dandruff” or “Do you suffer from dandruff?”. By addressing the problem straight away the viewer knows if the video is targeted at them, increasing their chances of watching the video until the end.
Example:
Do you suffer from dandruff?
Does your scalp feel dry and flakey?
Is your confidence reaching an all time low?
Introduce the Solution
Next we introduce the solution to the problem. The is where you showcase your product. By addressing the audience with your product as the solution to their problem, you will keep the viewer interested, and portray your brand as a relatable voice. Building trust and authority.
Example:
Then help is at hand. Soothing Silk Shampoo has been clinically tested and proven to stop dandruff within two washes. Say goodbye to a dry and flakey scalp and hello to silky smooth hair.
The Benefits
After, discuss the benefits of your offer. Try to use aspects that are unique from your competitors, or describe and portray the benefits in a different way. For example all “anti- dandruff shampoo’s contain the active ingredient zinc pyrithione, which has been proven in hundreds of clinical trials to get rid of dandruff when used regularly, but Soothing Silk contains 17% more zinc pyrithione than any other shampoo, making your hair silkier, faster”. Also “it contains 32% coconut oil, which scientists are calling a break through for rebuilding a healthy scalp”. This shows that our product has a unique benefit to my competitors, and links back to the problem which the viewers want fix.
Example:
Soothing Silk contains 17% more zinc pyrithione than any other anti-dandruff shampoo on the market. Zinc pyrithione is an active ingredient that has been medically proven to rehydrate the scalp over a series of weeks to treat and heal your dry scalp.
Soothing Silk has the added bonus of containing 32% coconut oil. This all natural ingredient has been called by health care specialists a medial break through for any secret dandruff sufferers.
Social Proof
Strengthen your message with social proof. Incorporate client testimonials and show positive results from polls or tests about your product.
Example:
After clinical trials against other retailed brands, we found that Soothing Silk remedies any dandruff problem 50% faster.
Here’s what one happy customer said “I can finally leave my house without using my hat to hide my dandruff issue. I feel more confident thanks to the amazing Soothing Silk”.
Summary
Lastly re-cap and summarise your offer; making sure your audience knows exactly why and how your offer will help them.
Finish off by including a call to action (CTA). Tell the viewer exactly what you want them to do once they have finished watching your video, don’t let them work it out for themselves.
CTA examples - Call us now…, Subscribe here, Download now, Donate now, Tweet us, Follow me at etc.
It’s best to only ever use one (or maximum two) CTA’s in a video. Two many CTAs will confuse the viewer and may result in them taking no action at all.
Example:
So, if you want that flakey scalp gone, and instead feel great with silky smooth hair then order Soothing Silk today. We offer a full money back guarantee. So don’t hesitate call the number on screen now and get ready for great looking silky smooth hair.
Full Script:
Do you suffer from dandruff?
Does your scalp feel dry and flakey?
Is your confidence reaching an all time low?
Then help is at hand. Soothing Silk Shampoo has been clinically tested and proven to stop dandruff within two washes. Say goodbye to a dry and flakey scalp and hello to silky smooth hair.
Soothing Silk contains 17% more zinc pyrithione than any other anti-dandruff shampoo on the market. Zinc pyrithione is an active ingredient that has been medically proven to rehydrate the scalp over a series of weeks to treat and heal your dry scalp.
Soothing Silk has the added bonus of containing 32% coconut oil. This all natural ingredient has been called by health care specialists a medial break through for any secret dandruff sufferers.
After clinical trials against other retailed brands, we found that Soothing Silk remedies any dandruff problem 50% faster.
Here’s what one happy customer said “I can finally leave my house without using my hat to hide my dandruff issue. I feel more confident thanks to the amazing Soothing Silk”.
So, if you want that flakey scalp gone, and instead feel great with silky smooth hair then order Soothing Silk today. We offer a full money back guarantee. So don’t hesitate call the number on screen now and get ready for great looking silky smooth hair.
How to Create Highly Searchable Video?
With so many videos out there on the Internet it's incredibly important that your video is found and watched by the people you made it for. The best way to make sure this happens is to use 'Video SEO'. In this blog post we explain how to make your video highly searchable online.
Why people use Youtube
- Someone you know recommends a video
(Have you seen this …?) - Trying to find information on a specific topic
(How to Videos…) - Entertainment
(Music or Funny Vines)
Research
Before uploading your video, research is needed. It will help you figure out the method you will need and how you are able to do it.
Here are some research questions you should definitely think about before the uploading process:
- What is your channel about?
- Who are your Target Audience?
- Where is your Target Audience based?
- Why would your Target Audience be interested in your video?
- How to get them to interacted and share your video?
*Tip: You can upload a video onto youtube in a matter of minutes,
but there is a 24 hour window where Youtube will give you a higher rating based on the number of Comments, Embeds, Likes, Views, and Shares your video has. Obviously don’t stress yourself out trying to get these interactive impressions onto your video straightaway, you will have time after the 24 hour window. It is just a fast track into getting your video to the top of the recommend video list.
Being Interactive - (Comments, Embeds, Likes, Views & Shares)
Youtube love when your video is interactive. It shows them that your video has a following and produces interesting or desirable content.
- Email video link to customers clients or your clients to help get activity on your video
- Youtube promote videos that have a community on it. Comments + replying to them + using comments to produce next video.
- Send to your Social Media Following
- Upload customers video’s onto your channel as it will have more authority behind or charge extra to use their own channel, as you will need to create authority plus use SEO.
Using other platforms
When promoting your video remember to share it over a variety of platforms for example Youtube, Facebook, Twitter, Google+ and Vimeo. The greater the spread of your video on the cyber world, the higher your chances of having a highly searchable video.
Most views come from outside of youtube, the more successful Youtubers use Backlinks (Links to your Video from a website), as Google looks out for them, plus websites with authority and big domain. Another option is to rent space on websites for your link. Although this could mean paying out for advertising, it is a small price in creating a backdoor to your home at Youtube.
Effective SEO
SEO is a three letter acronym short for Search Engine Optimisation. Search engine optimisation about trying to rank higher in search engines.
Use clear video titles. Your title should have one clear point and includedkeywords within it. When creating the title for your video make sure you
take a look at Google Keyword Planner; it is a piece of software which allows you to check the amount of searches per month on a particular word or
phase. Try to only use 3-5 Keywords, as it will help Google/Youtube rank your video and categorise it efficiently. Watch time - youtube value watch time.
The higher the average watch time, the more interest and rating Youtube will give you.
3 Key Elements:
• Relevance: Search term and the video the user gets- find the key word that gets reached the most (Google Keyword Planner)
• Engagement: Attention on your video (likes, views, comments,shares,
audience retention = the amount of time spent on your video)
• Authority: Channel and video authority - the time that your video has been online
*Key Tip - Video Location, helps to rank your video on Youtube. Filter through a specific city or location. (Info&setting > Advanced settings > Video location)
“Opportunities don't happen. You create them.”
Chris Grosser
