Often you’re selling a click. You want them to click a link in or below the video that takes them to where you want them to go, whether it’s a squeeze page, a sales page, a blog, or whatever.
Sometimes you’re selling them on picking up the phone. Sometimes you’re selling your product on that same page where the video appears. The point is you’re selling something, which is the common point for all videos and the basis of the video script I’m about to share with you.
NOTE: Even if you are making a purely informational video, I suggest you use at least a portion of this script because YOU ARE STILL SELLING. Now then, I can hear your thoughts:
“I’m not selling; I’m only making a video to convey info.”
But if you think about why you are creating a video ‘for info only,’ odds are one reason is that you want to appear as the trusted authority you are. Thus you are selling your viewers on YOU.
You’re also selling them on the material you are presenting. After all, what good does it do to teach something or demonstrate something if no one uses the information you’re offering or even believes it’s true?
Thus when you are making videos, you are almost always selling something.
With that said, here are the nine steps to make a video that SELLS LIKE CRAZY…
Your first step is easy – decide what you want your viewer to DO. Do you want them to click an affiliate link? Go to a squeeze page? Make a phone call? Buy a product? Everything else is built on this, so if you’re unclear on what you want them to do, get clear.
The second step to creating your video is to know WHO you are making the video FOR. Let’s say your video promotes an affiliate product, and you want them to click a link to the sales page. (Not recommended – You should try to capture their email address first and then show them the sales page on the exit regardless of whether they give you their email address.)
But in our example, you want them to click your affiliate link. Ask yourself: WHO ARE THEY? Are they 40-year-old woman who needs to lose weight? A 65-year-old man concerned about his health? A 22-year-old college grad looking for a job? Figure out who it is that you’re targeting and get detailed. You might even create an avatar of this person, with age, gender, income, location, fears, desires, etc. The better you know your prospect, the better you can tailor your video to them.
Here’s where I see people go wrong: “I’m targeting all parents of all children.” That’s not targeting; trying to throw a net over 3/4’s the entire planet doesn’t work well. Instead, target species, such as young middle-class parents of preschool children. Your video will be better for it, and parents of older children will respond BETTER than if you tried to target every parent on the planet.
This has been proven to work. Narrow down your niche and TARGET. Write down who your viewer is, and then every step of the way, imagine you are targeting this video for that person because you are.
Third step: Research your visitor. Let’s say you’re targeting new parents – go to forums and find out what they’re saying, what they’re asking, and how they’re asking it. Please copy and paste some of their best quotes. Now go to Amazon and read the reviews of products similar to the one you’re promoting, and again copy the best quotes. If you clean these up and use them in your video script, you will sound like you know and understand their biggest concerns, worries, fears, dreams, and desires.
And everyone wants to feel as though they’re understood. It would be best for someone like them because people TRUST those with much in common. Don’t believe me? If someone is a Republican, who will they trust – a Republican or a Democrat? The more you can sound like they think, the more influence you will have on them.
Fourth step: Make the promise complete with a hook. You want them to watch your video, but they won’t do it for charity. You’ve got to make them a significant promise in the beginning that will entice them into watching.
Let’s say you’re promoting a weight loss product – you might grab their attention by revealing the 4 So-Called ‘Healthy’ Foods That Are Secretly Making Them Fat or the 1 Weird Exercise Trick That Burns 3 Times As Many Calories.
If you’re doing a product review, it’s not enough to say, “Here I Give My Honest Review of ABC Products.” Everyone does that, which is precisely why you SHOULDN’T do it. Instead, reveal “The diabolical technique on page 42 of the product that should be illegal.”
Which video would you watch – another boring review or one that reveals something you don’t know?
Mind you; if you use this technique instead of a typical review, you won’t reveal all of the product’s contents. But you can let a detail or two slip out, especially if you tell them WHAT to do and not HOW to do it.
This tells your viewer that you’ve looked at the product and have inside information about what’s inside. And it’s a great way to wet their whistle and get them wanting to know more.
So whether you’re selling a click or a product, lead with a significant promise containing a hook. What’s a theme? “22 Ways to Improve Your Golf Score” is a considerable promise, and “22 Ways to Improve Your Golf Score Using Chicken Eggs Dramatically” is a promise with a hook. The hook, in this case, is the chicken eggs – who wouldn’t be curious to know how the eggs come into play in improving golf scores? Even I want to know that, and I don’t play golf.
What if your video is selling a product? Then you still want a significant promise with a hook to get them to watch. You can’t tell people, “Hey, watch my sales video!” because no one wants to be sold. But you can say, “Hey, here’s my video on the seven foods that make you lose weight faster than a snowman in Florida.” I’d watch that video, and I bet you would, too.
Fifth step: Lead with a story. You’ve made your significant promise with a hook and targeted it to the person you want to reach. Before you reveal your great info, it’s time to tell your story. Maybe you’re promoting a program on how to raise amazing kids. Your account could be how terrified you were that you would thoroughly screw up your kids. Use quotes you found from the forums and Amazon reviews to help you write this.
Your story might be: “I researched and struggled and tried to find the answers, but everyone just told me, “Hey, do the best you can.” And it was hard because I couldn’t get through to my son, and he was driving me crazy. But then I made a discovery, and that’s when everything changed, and now I get comments all the time on what a terrific, confident parent I’ve become. Now my son listens to me, and our relationship is amazing, and I want to share what I’ve discovered with you because I know it’ll help you, too.”
Sixth step: Next, you tell them the secrets you promised in the significant promise. But also tell them that those secrets are just the tip of the iceberg, and all the best stuff is found in the course you’re promoting or selling or the free report you’re giving away.
See how easy that is? If you’re thinking, “Hey, this is a lot of work,” let me clue you in – the entire process can be done in an hour or two if you know your market. And what you’ll end up with is an impressive video that CONVERTS. So hang in there – we’re not entirely done yet.
Seventh step: Educate – this one I covered briefly in step 6 – fulfill your significant promise. If you said you would show them three ways to increase their bowling score by 20 points, do it. But here’s the thing – as much as possible, tell them WHAT to do and not HOW to do it. You’re walking a line here, revealing some, but not too much. You want to get them interested and excited to know MORE but not satiated. You’re building a hunger in them that can’t be satisfied until they take action and get whatever product you’re promoting.
An example: Your significant promise is three ordinary spices that speed up weight loss. In this case, you tell them the spices, but you let them know they must be combined in such a way and at a particular time of day to be truly effective.
Or maybe you’re promoting a physical product, and your significant promise is to add points to their bowling game. You tell them they can instantly do this by simply wearing a unique wrist cuff, but of course, they have to buy it for it to work.
Eighth step: Proof. The best way to use proof is to weave it throughout your presentation when possible. “Emma Jones of New Jersey has been an avid bowler for 14 years and was certain this gizmo couldn’t improve her score. But ever since the day she put on the Wonder Wrist Band, her average has improved by 19 points, and she refuses to bowl without it.” “Bill Heisenburg reports he was a total skeptic until he used just the technique on page 142 to get a date with three gorgeous women in one night.”
Ninth step: Call to action. This one’s easy – tell them or suggest what to do. I don’t know how many times I see people forget to do this in their videos. It’s simple: “Click the link to discover how to ___” Whatever you want them to do, ask them to do it. It’s best not to get too pushy on this, by the way. Calls to action like, “If you want to know how a one-legged golfer cut his golf score in half in two weeks, click here” tend to work well because you’re not telling; you’re enticing.
That’s the recipe to make a compelling video that converts like gangbusters. Of course, you’ve got to add your special sauce, whether it’s your personality, your fun, quirky nature, or whatever makes your videos unique.
Use this script in good health; it’ll make you plenty of money.
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