Time to read: 3 minutes 34 seconds
I've spent this month doing a lot of script writing for video ads, and even more time looking back at the scripts I've written.
Digging deep into both ends of the bell curve; the scripts that worked well and those that didn't.
Here's what I've found so far:
For mass market consumer ads (B2C) being seen online, "pure" traditional direct response doesn't work too well.
Why? My thinking is that that ad doesn't look credible and it doesn't fit into the reason the viewer is on whatever platform they're using.
I tried variations on mini-VSLs, mini-infomercials, mini-webinars, explainer videos, and walkthough videos but they all fell flat when showed to a cold audience on channels like social media and YouTube.
Which was somewhat expected, as cold traffic is the hardest to make work, but there had to be some way of making this viable.
So, I kept at it, tweaking the copy and visuals and slowly I found a format which started to work.
I call it 'brand response', partly because it's a mixture of branding and direct response, and because I haven't thought of a better name to market it with yet, ha.
So, here's my...
Thoughts on Brand Response
- Start with the strongest, relevant hook you can, while calling out the audience. It must be visually compelling
- Quickly slip into a proven direct response format such as 'PAISA':
- P ain - identify the pain point
- A gitate - prod the pain point
- I nvalidate - show why alternatives don't work
- S olution - introduce your offer
- A sk - your call to action (CTA) asking them to click, call, buy etc.
- Get to the 'A' - your CTA - as soon as possible (within 30 seconds ideally)
- Shift straight into justifying your solution by building credibility and overcoming the top 3 objections your ideal audience may have
- Ask for the sale again with a 'one sentence offer' - OSO
- Leave time for an 'outro' where nothing really happens, but gives time for people to click or call.
If there's a formula for all this, you could consider it to be:
(H)PAISA(COA)
Yeah... that also needs a bit of work - doesn't it just roll off the tongue?
Anyway, you can see the clear direct response structure in the middle - PAISA - with the bits I'm finding helpful for conversions in brackets:
- H ook - grab their attention and keep it
- P ain
- A gitate
- I nvalidate
- S olution
- A sk
- C redibility - you're trustworthy, right?
- O bjections - top 3 objections should be addressed
- A sk (and outro)
I try to wrap these scripts up within 1 - 3 minutes as they're usually being shown on social media or YouTube and there are too many distractions to justify making it any longer.
Notes on 'Brand Response'
- I try to say the brand or offer name as much as possible
- I try to be funny in the script, however the visuals are the best place for this in most cases - it's a visual medium, so make the most of it
- The visuals need to be arresting and it can't be slow, otherwise you'll lose viewers
- Once a viewer clicks on your CTA, go back to proven traditional direct response methods for the format and messaging on the landing page or sales letter
- I've found switching to a "pure" sales video works well - VSLs and webinars for example - once you've had them watch your first video, as long as the look is congruent so a prospect knows they're in the right place
- Try to create a script which allows you to easily make shorter 6-, 15-, and 30-second versions of your ads
- Make placement-specific CTA's when possible and if budget allows
- Focus on your 'one sentence offer' (OSO) and have 2 - 3 selling points backing up this OSO. Don't try to tell a viewer everything - you're just selling the concept at this point. Let the marketing and sales assets you've got after the video close the sale
And, since my mind is racing on brand response script mode, here's an obvious offer:
If you want to make a video ad and need a script that both builds your brand and sells a bunch of stuff, hit 'reply' and let me know.
I'll do the brainstorm for a concept. Come up with a few scripts. Get a storyboard created. Even project manage the creation of the video if need be.
It's fun and they're a foundational marketing asset you can use over and over again for both brand awareness AND sales.
