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Perfecting Scripts Once you’ve crafted the scripts, begin to edit/tweak to perfect them. - Read each script aloud to ensure that they read seamlessly, have transition words, and don’t sound too “salesy”. - Important Things to Remember when Scripting - Each script should include a Hook + CTA - The most important part of the video is the first ~3 seconds, also known as “the hook” - Hook Checklist: - [ ] Does it either move away from pain OR towards pleasure? - [ ] Does the hook speak directly to the ICP (*ideal customer persona*)? - [ ] Can you tell it’s an ad from the hook? (*do people actually talk like this?*) - [ ] Did you use contractions whenever possible? (*e.g. NOT using “I am”, “We are”, “I would”, INSTEAD using “I’m”, “We’re”, “I’d”*) - If there’s a discount / special, that’s typically the best performing CTA’s. - CTA Checklist: -Is the CTA congruent with the landing page (e.g. for email signup landing pages - does the CTA include ‘sign-up’?) -Did you read each of the lines aloud? Does it sound like something you’d actually say to someone? If not, probably better to remove / reword -Did you use contractions whenever possible? (*e.g. NOT using “I am”, “We are”, “I would”, INSTEAD using “I’m”, “We’re”, “I’d”*) - Refer to the Client’s notes in the Onboarding form and ensure you are hitting the most important points. - Keep each script in the 30-40 second range. - Transition words are a must - not all creators know that they need to add them when delivering, so be sure to break each paragraph up with smooth transition words. - Always use contractions where possible - feels more authentic. |