Scripting vs. Copywriting

Well, when you perform in your videos you'll learn a lot -
word choice and inflections matter a lot with scripts,
and some words I use in writing seem to sound awkward
when I use them in a script because the way the word
combinations have the performer juggling vowels and
consonants.

Video is a linear format whereas salespage copy is not -
with video you control at which point in the presentation
you make the viewer aware of the price and things like
that... while in written copy the reader just scrolls or
turns pages to get the information he wants, when he
wants.

This is a huge mistake most videos make!

You absolutely need to make sure they're watching... Make sure they're listening. You need headlines. No megaheadlines here. Just pithy, ear-catching lines. And it varies from job to job whether or not I have that headline on the screen. It can often just be said.

I had one video I wrote for a fitness client. The "headline" was just the author, flexing in the gym and saying with authority... "Face it... You Want Muscle... And it more than did the job.

Alan,

Keep videos short... Benefits, benefits, benefits... reason to keep reading the page... and if you can, make a big promise to reward the viewer if they continue on through the letter.

Other than that... convince your client that video alone isn't the way to go. A great video script still needs a great sales letter to live.

It's like real estate. Sure you can build your house out on 40 private acres. You can build a big house... but things like electric, sewer, water, gas, phone, paving... Bringing in all those things are harder and cost extra...

Or you can build a beautiful house in a subdivision that already has the infrastructure in place. The roads, the power, etc.

Putting your video in a "subdivision" and 9 times out of ten it will perform better because the sale is made more easily.

Okay, maybe an analogy that doesn't make sense to everyone. So let me just say simply... To replace a longcopy sales letter you need a long video. And people don't want to watch a long video.

To quote Frank Kern, you want to create 'The Triangle of Trust.' You create a short video, mention the video on your blog which links to the video. Once they watch the video, they are directed to visit the sales letter site.

So Vin is right. You can't rely on video alone.