We all know that videos can sometimes dramatically boost conversion rates on sales copy, websites and/or landing pages. At least, according to the gurus that I study anyway.
Carlos Garcia, for example, created a report that showed how adding a video to one of his websites and changing a couple of things boosted sales rates from 1.6 to 3.3 percent – that’s almost double the initial sales rates.
If the figures are anywhere close to that, we all obviously have to get better at editing videos for our websites. A Keynote video is quick and easy to make, but that’s only a Level 1 video. A Level 2 video is when you don’t use slides, but apply storytelling elements and person to person interaction.
I’ve had to write numerous video scripts for different websites, and because we like processes and automation at Mindvalley, I came up with a process for writing these scripts. It integrates a lot of ideas from Robert Cialdini and Frank Kern to Kenneth Yu and Jeff Walker.
Here are my tips for writing great videos.
1. Know Your Audience’s Core Identity
What does your audience want? What do they secretly desire?
Let’s say you’re promoting a parenting tool. What do parents want from their kids? They might want, for example, a close bond and a loving relationship with their child. This gives you the first clue as to what to do with your video, and how you should frame it. Your video could include you sitting with your arm around your child, who will talk about how much he or she loves you. That way, you portray yourself to be in a position that these parents desire.
Frank Kern does the same thing. He knows that most of his audience wants freedom, so he produces a video of him by the beach, because the beach represents freedom. In other words, frame your video based on your audience’s core identity.
2. Replicate The Real World
Ask yourself, “What are you trying to reveal in this video? How would you talk to your friends? In what environment would you share this with your friend?” Replicating the real world is about reproducing the casual chat or the coffee chat in your videos.
Let’s say you are creating a video targeting a female audience. When women talk about relationship problems, where are they usually sitting? Is the setting going to be an office? An elevator? Is it going to be in a public space? It’s probably going to be over a coffee or wine in their living room. That’s the framing clue: your video should feature a woman sitting on the sofa in the living room, holding a cup of coffee or a glass of wine.
In Frank Kern’s program, Mass Control, he discusses a few storylines such as ‘Us Vs. Them’, ‘Reluctant Hero’ and ‘Hometown Boy Makes Good’. Basically, it teaches you to find a story that fits best and reveal it in the video.
If you took the ‘Us Vs. Them’ storyline, you would include phrases like, “I’m going to show you, because we are all in trouble here” or “All of us are about to be screwed so I’m gonna show you how to prevent them from taking over…”
Note the phrasing, especially when it comes to the usages of “you”, “them” and “us”. The ‘Us Vs. Them’ psychology is about relating to your audience through a common problem. As Frankfort Moore used to say – “There is no stronger bond of friendship than a mutual enemy”.
4. The Revelation
This has to be a key idea in the video that gets them addicted. You take two items that you’ve already observed, and you connect them neatly.
You can even take a current trend as your revelation; it should be something that most people out there is aware of but you can add a fresh or different spin to it. For instance, you can ride on the cat video trend but relate that to your meditation product. That’ll automatically separate you from the crowd, especially if it’s counter-intuitive to what everyone is expecting.
Now, as you are doing this, you are also paving the way for that “Aha!” moment, so there are a couple of things that you can add in to make the video more effective.
You invent words. Such words arouse curiosity, and they make you seem like an expert.
Mike discusses military strategy, terrain assessment and the pajama posse in The Coming AdWords War. Because of his expertise and experience in the field, he explains why most business owners become casualties in “the rough AdWords terrain” and gives a solution for the situation.
You will notice this even with some of the gurus. They use terms that you will not find in any dictionary because they coin their own phrases. By using alliteration, you can come up with catchy phrases that sound even more powerful.
Think about the following term: “Moving the free line”. Where did it come from? Eben Pagan.
“Money magnet”’– Frank Kern. “Aspiration angle” – me.
Back to “Moving the free line” – I’ve been talking about giving stuff away for free for years. But along comes this guy Eben Pagan; he gives it the name “moving the free line” and now everyone associates this theory with him. That’s the power of phraseology.
6. Future Pacing
Future pacing is part of the phraseology that Jay Abraham came up with to establish himself as a guru. Everybody talks about future pacing, but Jay Abraham pretty much invented it, and every time you hear that term, you think ‘Jay Abraham’. It’s a powerful branding strategy.
Here’s how you use future pacing.
You might say in your video, “So go ahead and download this report… but don’t read it yet” (which is counter-intuitive).
You then ask them to do something first that helps them picture what will happen in a given timeframe, if they get the report. Only then can they read the report. “It will take maybe, 29 minutes of your time,” you should say (note the use of a specific time frame.)
That is future pacing. You get people to picture future benefits after using your product.
7. Most Wanted Response (MWR)
That phraseology was invented by Dr. Ken Evoy in his “net-selling bible”, Make Your Site Sell. The MWR is what you most want your visitor to do, after reviewing your content. You always end with a most wanted response.
Let’s say a message reads “Look at the signup form below. I want you to fill in your first name, your last name and you email address, click ‘Send me The Coming AdWords War report’, and I’ll see you at the next page.” Notice how the writer adds anticipation by saying ‘see you at the next page’, which makes people think, “Hmm, I wonder what’s going to happen on the next page?” thereby encouraging people to download the report.
The Bottom Line…
Just like writing a sales copy, a video script requires the embedding of its own psychological triggers, elements and storyline in order to:
1. Create a bond, and…
2. Get people to respond to your call for action… how you want it.
If you integrate these seven things, you’ll come up with a powerful video that will improve your conversion rates, and get people more interested in what you have.