Build a compelling video script using our proven 8-step framework — used by 30+ SaaS companies.
Build a compelling video script using our proven 8-step framework — used by 30+ SaaS companies.
Above all, your video's aim should be to maximise the length and quality of viewer engagement, in order to increase the rate of conversion actions.
The only way to do this, is through an effective script that champions both:
A) Clarity // Making the product messaging clear, straight forward and above all personable.
B) Desirability // Differentiating your product with a creative and memorable approach to script.
Clarity speaks to our logical brain. Desirability speaks to our emotional side. Make a connection to both simultaneously, and you've got a sale.
What is your product even about? What's the vertical or landscape? Establishing this early is important so you can engage with the target market right away. And viewers know that they're not wasting their time.
(1-Sentence) Increase profits, streamline communications
What's the problem with how things are currently being done? This can either be one massive and all-too-familiar problem, or a shortlist of screwballs that your viewers will often experience.
(1-2 Sentences) Conflict amongst teams, lack of interest in achieving goals
Enter your Product — with a one-liner about it's essential purpose. What's it designed to do? The sooner you can do this, the better. Don't be too problem focused unless your script is very emotive and story-driven.
(1 Sentence) Understand own behaviours and those of others
Who's your product for? No need to get fancy. Simply list the market profiles here. It's for A, B & C. Now the viewer knows this is 100% for them.
(1-Sentence / 3 short bullet points) Sales team, customer serving teams, performance leaders
Don't make this a feature list. Instead, pick your top 3-4 features and explain how they'll benefit the end-user. Try to order this in relevance, and size of the problem that the feature is solving. This will the largest portion of your script.
(4-6 Sentences)
What do all these benefits mean? Summarise the type of results or lifestyle your customer could expect when becoming fully integrated with your product.
(1 Sentence)
It's important to test a number of different tag-lines with your colleagues/friends. Keep them short and think outside the box. Alliteration is your friend. Repetition of syllables is also favoured. Think of a creative tagline that relates to the name, solution or vertical. If you can get all three in the one tagline, treat yourself to some cake.
(1 Sentence)
Develop a CTA that guides the viewers toward a conversion action you can measure. Attach timeframes to your CTA's like "today" or "now". This way the last thing the viewers will remember is where to go, and when.
(1 Sentence)
The shorter and more concise the script, the better. To have a successful 2-minute + script, you really have to master the desirability element by creating a story that viewers will actively want to keep watching.
Here's a general guide below which takes words on a page, and translates them to seconds on screen:
180 Words = 60 seconds
250 Words = 90 seconds
Can't stand the sight of a blank page? The best way to crush writers block is to write without inhibition. Stop caring about the fluency, punctuation or coherence of your sentences and write whatever comes to you as a first instinct.
What you will see when your done is a beautiful pile of word-vomit. Now, you can start to clean up. This strategy will have you well on the way to a coherent first draft before you know it.
When you've got a first draft. Literally read it aloud and listen to yourself speak. And you'll reveal potential problems you never knew existed. Words can appear as graceful as a Koi in a fishpond when they're on paper. Take the fish out of water, and you'll find the total opposite.
If your script is longer than you'd like to be. Get medieval. Start culling what isn't absolutely essential to your story and communicating the value of your product.
Kill your darlings. Or they'll kill your script.
Take out all the annoyingly descriptive language. Loose the technical jargon. And speak like a human. Smart as you are, we're not here to boast intelligence. We're here to communicate the value of your product to as many people as possible.
Don't resort to putting every new concept in your messaging. Think critically about what can be shown instead of said. Spoon-feeding your viewers with every spoken detail can be a big turn off.
If your script feels like it's not reading well or if you find it too boring, your viewers definitely will. But don't be discouraged; a first draft will never be perfect. Scripts usually reach their pinnacle after the 5th draft. So if you get the sense it needs work, get typing.
Our team has produced 500+ videos for SaaS companies. Let us turn your script into a high-converting video.
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