We’re adding a lot of video to our websites now. We all know (based on what every guru I’ve studied says), that videos can sometimes dramatically boost conversion rates on sales copy, websites and/or landing pages.
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 –that’s almost doubling 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 where you aren’t using slides, but using story telling and person to person interaction.
I’ve had to write numerous video scripts lately for different websites, and because at Mindvalley we like processes and automation, I came up with a process for writing these scripts. It integrates a lot of ideas from Robert Cialdini, from Frank Kern, from Kenneth Yu, and from Jeff Walker.
Tips to Create your Video Script
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 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 would include you sitting with your arm around your child, who will talk about how much he or she loves you. In that way, you show yourself to be in the position these parents want.
Frank Kern does the same thing. He knows that most of his audience wants freedom, so he a video called the beach video with him on 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
Second, you 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 fireside chat or the coffee chat in your videos.
Let’s say you were a lady creating a video targeting a female audience.
If women are talking 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, or at the beach? It’s probably going to be over a cup of tea or coffee in their living room. That’s the framing clue: you would film your video in the living room, holding a cup of tea, sitting on your sofa.
If you were marketing to entrepreneurs who are struggling to get their business off the ground, they probably would have a small company. Therefore, you would not film your video with your team of programmers in the background you’d film it on a sofa, perhaps, because much of your audience might be working from home or in a small office with a comfy sofa inside.
Here, we bring in a couple of ideas from Frank Kern’s Mass Control. ‘Us vs. Them’. ‘Reluctant hero’. ‘Hometown boy makes good’. You find a story that fits best, and you reveal it in the video.
If you were taking 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 ” “you”, and “them” and “us”. The ‘us vs. them’ psychology is about relating to your audience and creating a common enemy.
4. The Revelation
You can even take a trend as your revelation, for example. It doesn’t have to be something not everybody out there knows, but you can add a spin to it by adding your fresh/new/different perspective. It automatically separates you from the crowd, especially if it’s counter-intuitive to what everyone is expecting.
Now, as you are doing this, as you are giving that ‘aha’ moment, 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, for example, and 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.
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’ Vishen Lakhiani.
Here’s the thing: I’ve been talking about giving stuff away for free …for 4years! 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 invented to establish himself as a guru. Everybody talks about future pacing, but Jay Abraham 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 to picture what will happen in a given timeframe if they get the report. Then, they can read the report. “It will take maybe, 29 minutes of your time,” you should say. (Note the use of the exact time.)
That is future pacing. You get people to picture future benefits after using your product.
7. Most Wanted Response
That’s phraseology 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.
Mike actually says, “Look at the sign up 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 on the next page.” Notice that he adds anticipation by saying ‘see you on 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.
A video script is not the copy script “that is completely different. It is embedding a lot of psychological triggers and elements, story lines in the video in order to:
1. Create a bond, and
2. Get people to download the report.
If you integrate these 7 things, you’ll come up with a powerful video that will improve your conversion rates and get people more interested in what you have.