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he gap, it is time to move to the next step.</p><h1 id="5ee5">3. Define the cost of not bridging the gap</h1><p id="7bcf">What is it going to cost your prospect over time if he does not bridge the gap and reach the desired state? The cost could be money, time, or emotional to name a few. Do not be afraid to lay it on a little thick at this step.</p><p id="a71a">If our prospect does not get his free time back on the weekends, this has a time and emotional cost. Instead of using his time to mow the lawn, he could be playing with his children or enjoying a boat ride on the lake with his lovely wife.</p><p id="174f">How do you put a price on lost time?</p><p id="9465">The important point to make is that if the prospect does not solve his problem now, it will lead to dire consequences in the future.</p><h1 id="d716">4. Solution Identification</h1><p id="6acc">The best commercial is one that powerfully answers the problem with the solution. If our prospect wants to win his free time back, he needs to have someone else do the lawn care for him.</p><p id="19b0">What could be a better solution, than to have dedicated professionals that know the ins and outs of lawn care, mowing your lawn, and even taking care of the rose bushes your wife loves.</p><p id="edbb">You could let Jimmy from down the block do it. Is he dependable? Does he know how to fertilize and water the lawn? Do you trust your wife’s rose bushes in Jimmy’s hands? No, your prospect needs a dependable landscaper that can do this year-round, so he has more time with his family.</p><h1 id="f356">5. Introduce the product</h1><p id="e1b0">Nobody likes to be sold to. Look how long we waited.</p><p id="97a7">We established that we understand what our prospect is going through. We showed him what he needs to do to achieve his desired state. Now we need to offer our product as the vehicle to bring him from his current state to the desired state.</p><h1 id="5f7d">6. Results and benefits</h1><p id="b3f8">This is where we show the prospect the value of our services. This is sometimes known as the benefits and features. Always name the benefit to the prospect.</p><p id="d7b1">If we put the prospect first, our selling point hits home. Which sounds better?</p><p id="d15b">We cut your grass for you, so you do not have to?</p><p id="98f2">Win your weekends back by using our landscaping business. Your family will thank you for it.</p><p id="b84c">The first pitch is a fact. The second one is emotional. Who doesn’t want more f

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ree time? All purchasing decisions are emotional. Afterward, we justify the purchase with facts.</p><h1 id="fa60">7. Social proof</h1><p id="1323">What better way to sell your product than showing satisfied customers using the product? If John has more free time and is happier because he is not doing the landscaping every weekend, you could be too.</p><p id="8540">Would you rather be John, enjoying his children’s soccer match on the weekend and going for that boat ride with his wife, or spending six hours every weekend on landscaping and not having the energy later on?</p><p id="bfcd">Oh, and the mower just ran out of gas, so you need to make a trip to the gas station to fill up the gas canister. You poor schmuck.</p><h1 id="0774">8. Call to action</h1><p id="947d">You have brought the prospect this far. Now you need to be clear on the next step the prospect needs to take to achieve his desired state.</p><p id="89d7">Whether he should call you for an appointment, click a button or just visit your website, tell him what he needs to do. Not only tell him, but you also need to show him.</p><p id="af82">If he needs to call a number, show the number in the commercial.</p><p id="88b4">If he needs to visit your website, show the website URL and even a screenshot of your website, so he knows what to expect when he lands on your website.</p><p id="36d6">If he has to press a button like in a YouTube video, point in the direction of the button and tell him what happens after he presses the button.</p><p id="e570">Be very clear which action you want the prospect to take and what to expect after he takes the action.</p><p id="7c46">Oh, and now you can show that logo you are so proud of.</p><h1 id="6cf6">It’s a wrap</h1><p id="bddb">You do not have to use all eight steps in a commercial video. The more you can put in, the better. Keep the prospect first and your product second. Let him know you understand his problem. Maybe even better than he does. Show him you have the best solution to reach his desired state.</p><p id="e837">If a picture is worth a thousand words, a video is worth millions.</p><p id="0b6e"><a href="https://aw16e82d.aweb.page/p/acb7efb9-7341-4ad9-a48d-110f1876def8">Join my email list for more helpful insights.</a></p><p id="48bf"><i>Originally published at <a href="https://pivottowardsfreedom.com/use-the-8-essential-parts-of-video-scripting-to-make-better-commercial-videos/">https://pivottowardsfreedom.com</a> on February 14, 2021.</i></p></article></body>

Use the 8 Essential Parts of Video Scripting To Make Better Commercial Videos

- 1. Get their attention

It does not matter if you are shooting a video commercial for YouTube, Facebook, a local television ad, or even your website, using as many of the eight essential parts of scripting will ensure more customer interaction.

More customer interaction leads to more sales and better brand awareness. So let us get started on identifying the eight essential parts of a great commercial video.

1. Get their attention

We live in a busy world. From the time we get up until we go to sleep at night, we are bombarded hundreds if not thousands of times per day with somebody trying to get our attention.

We have gotten so good at ignoring things that if something does not pique our interest in five to ten seconds, we go to the next object yelling for our attention.

If you ignore things that do not interest you after 10 seconds, what makes you think your future prospects are different?

An amateur mistake is starting your video with your logo. When people see a logo at the beginning of a video, the first thing they think is somebody is trying to sell me something and they go to the next shiny object.

You have a maximum of 10 seconds. Do not waste it showing your logo. Use your hook to get their attention. Something like — Are you tired of using your weekends to take care of your lawn instead of enjoying it with your family?

In less than 10 seconds, you have qualified your audience. Any homeowner that is tired of spending his free weekends on that perfect lawn, instead of doing the things he wants to do, is already listening.

I know you are proud of your logo. Don’t worry, you get to show it later.

2. Identify the gap

The gap is the area between their current state, where the prospect has a problem and their desired state in the future when the problem is solved. To keep with our lawn example, the current state is the loss of free time on the weekend due to lawn care.

The desired state is winning back his free time on the weekends. Once you have identified the gap, it is time to move to the next step.

3. Define the cost of not bridging the gap

What is it going to cost your prospect over time if he does not bridge the gap and reach the desired state? The cost could be money, time, or emotional to name a few. Do not be afraid to lay it on a little thick at this step.

If our prospect does not get his free time back on the weekends, this has a time and emotional cost. Instead of using his time to mow the lawn, he could be playing with his children or enjoying a boat ride on the lake with his lovely wife.

How do you put a price on lost time?

The important point to make is that if the prospect does not solve his problem now, it will lead to dire consequences in the future.

4. Solution Identification

The best commercial is one that powerfully answers the problem with the solution. If our prospect wants to win his free time back, he needs to have someone else do the lawn care for him.

What could be a better solution, than to have dedicated professionals that know the ins and outs of lawn care, mowing your lawn, and even taking care of the rose bushes your wife loves.

You could let Jimmy from down the block do it. Is he dependable? Does he know how to fertilize and water the lawn? Do you trust your wife’s rose bushes in Jimmy’s hands? No, your prospect needs a dependable landscaper that can do this year-round, so he has more time with his family.

5. Introduce the product

Nobody likes to be sold to. Look how long we waited.

We established that we understand what our prospect is going through. We showed him what he needs to do to achieve his desired state. Now we need to offer our product as the vehicle to bring him from his current state to the desired state.

6. Results and benefits

This is where we show the prospect the value of our services. This is sometimes known as the benefits and features. Always name the benefit to the prospect.

If we put the prospect first, our selling point hits home. Which sounds better?

We cut your grass for you, so you do not have to?

Win your weekends back by using our landscaping business. Your family will thank you for it.

The first pitch is a fact. The second one is emotional. Who doesn’t want more free time? All purchasing decisions are emotional. Afterward, we justify the purchase with facts.

7. Social proof

What better way to sell your product than showing satisfied customers using the product? If John has more free time and is happier because he is not doing the landscaping every weekend, you could be too.

Would you rather be John, enjoying his children’s soccer match on the weekend and going for that boat ride with his wife, or spending six hours every weekend on landscaping and not having the energy later on?

Oh, and the mower just ran out of gas, so you need to make a trip to the gas station to fill up the gas canister. You poor schmuck.

8. Call to action

You have brought the prospect this far. Now you need to be clear on the next step the prospect needs to take to achieve his desired state.

Whether he should call you for an appointment, click a button or just visit your website, tell him what he needs to do. Not only tell him, but you also need to show him.

If he needs to call a number, show the number in the commercial.

If he needs to visit your website, show the website URL and even a screenshot of your website, so he knows what to expect when he lands on your website.

If he has to press a button like in a YouTube video, point in the direction of the button and tell him what happens after he presses the button.

Be very clear which action you want the prospect to take and what to expect after he takes the action.

Oh, and now you can show that logo you are so proud of.

It’s a wrap

You do not have to use all eight steps in a commercial video. The more you can put in, the better. Keep the prospect first and your product second. Let him know you understand his problem. Maybe even better than he does. Show him you have the best solution to reach his desired state.

If a picture is worth a thousand words, a video is worth millions.

Join my email list for more helpful insights.

Originally published at https://pivottowardsfreedom.com on February 14, 2021.