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BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

MASTERCLASS | PLANNING | HOW TO WRITE AN ACTIONABLE VIDEO SCRIPT

Part 1 - Planning an effective business video

How to write an actionable video script

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If you want a customer or contractor to take action after watching your video there’s a simple way to structure your script.

Start by looking at the info in the analysis you just completed.

One approach is this:

It's not infallible but it's well worth taking onboard.

Begin by reminding your of their Concerns, ie, their pet hates, worries, fears & irritations, promising a better way, an easier way

This will win their attention, as you’re relating immediately to what bothers them.

It can be done quite quickly.

Then connect these concerns to your Remarkable Proposition or Required Behaviours.

Write so there’s a direct connection between their concerns and what you want them to do next.

This approach motivates more people to act .

Obviously don’t start telling your company story either.

This won't impress half as much as talking to them about them & their problems and what they can do to solve their problems, by listening to you.

If you're a marketer: Don’t necessarily tell them how you do it either.

They're far more interested in what they get rather then how it’s done.

Just say enough about your company to establish some sense of authority in what you’re offering.

Keep to this rule, unless you need to explain the details, as in a technology explanation video, or a tutorial.

But generally I’d suggest focusing on what they get and not how you do it.

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