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HOW TO

How to Write a Great Video-Marketing Script
By: Steve Singleton
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    2007-02-21

    Table of Contents:
  • How to Write a Great Video-Marketing Script
  • Better to stop...
  • Build urgency into...
  • Of course...

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    How to Write a Great Video-Marketing Script


    (Page 1 of 4 )

    If you want to write a great video-marketing script, you only have to keep a few things in mind.Here the short list:

    Remember WII-FM!

    No, those aren't the call letters for a radio station. They stand for "What's in it for me?" In other words, what are the benefits that you have to offer your customers. Benefits are different from features. Features include a physical description of your product or service, its price, how it is used, and so on. Benefits describe how the product helps customers solve their problem or achieve a goal. After you've written a draft of your script, go back through it, ruthlessly asking yourself, "Is this a feature or a benefit?" And if you answer "Feature," change it into a benefit.

    Write your best benefit in your opening statement.

    Can you identify what is the most attractive benefit of your product or service? Put that at the beginning. Word it in such a way that it's attention-getting, uses action words, and has PUNCH!

    Make it as short as possible!

    Apply the K-I-S-S principle ("keep it simple, stupid," or more tactfully, "keep it super-simple")The longer the video is, the larger the file size, the more space it takes up on your host, and the more likely it is that your audience will get bored before you're finished.

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