How To Write Tasty Video Scripts Your Customers Devour - Step One: The Hook
Knowing where to start and how to write effective video scripts can be a daunting task. Thankfully, after years of writing scripts for clients like Lowe’s, Bankrate, Vudu, and more, we’ve developed an easy 5-step method that will help you write tasty video scripts your customers devour.
The Hook
The Problem
The Solution
The Benefits
The Call To Action
The Hook
This is the first 5 - 10 seconds of your ad. It’s also your most important. Why? Because your ad is probably going to sit in people’s social media feeds, trying to get their attention over some cute kitten video. And we all know, it’s hard to win against that. So, you’ve got to hook them and convince them that this ad is worth watching. We’ve got 2 tricks to stop people in their scroll.
TRICK #1: Say it loud, say it fast.
Find something your audience loves, and scream it quick. Or ask them a question they want to answer. So many video ads start with a brand showing their product. No one cares about your product (at least not yet!). We made a YouTube ad for Buffalo Jackson, a clothing company that sells outdoor apparel. Their audience loves history. So, here’s the hook we created for their ad.
Notice how we didn’t start with their product. Instead, we showed a Teddy Roosevelt bobblehead and his pet buffalo jumping through a painting. It’s loud and happens fast. And the target audience loved it. The view-through rates on this ad were 2 times above YouTube averages. That means people watched a lot of this ad before skipping.
TRICK #2: Say hello.
So, this can’t get more simple. Just say “Hi” to your target audience. If you are selling to moms who love organic food for their kids, just say “Hi health nut moms” or if you’re selling to dudes that need a new hammer, say “Hi handy dudes”. That health nut mom or that handy dude will stop scrolling when they see your ad talking directly to them. We used this “Hi” hook for Church Media Squad who helps church staff members.
See, we just said “hi” to church staff members. It’s that simple… and powerful. This ad generated over $100k of revenue for our client.
Remember, you have 5 - 10 seconds to hook people. So say it loud and say it quickly. Or just say “hi.”
Great video marketing begins with a great video script.
The fact that you want video ads means you're smart. Data, trends, conversion rates all say that video marketing works. We created this free mini-course to help you convert your video ideas into a script format that is simple to use and most importantly, that works.
