The 5 Step Formula for Scripting

So, you want to write compelling script/copy, but you’re not sure how? When you approach potential customers, your message can be the deciding factor as to whether they buy your product or service from you. Or take their business elsewhere. It’s important to get this right to maximize your sales, but many people don’t know exactly what it is or where to begin. 

The easiest way to describe Scripting or Copywriting is they are carefully planned pieces of writing, used for marketing. Their specific purpose is to sell your product or service by targeting your ideal customer. This type of writing is frequently used to draw in prospects by offering a solution to their problem; the solution to this, is your product or service. 

Before we move onto the formula next section, use the 5W questioning technique (who, what, when, where and why), and ask yourself the following questions – don’t forget to jot down some notes:

1. Who is your ideal customer? 
2. Where will I find them? 
3. What do they want? 
4. When do they want it? 
5. Why do they want it?

Once we develop an understanding of basic information, we can use this to begin crafting the perfect script.

C is for Customer Focus 

Script writing is not about you, or your product, it’s all about the customer. It’s important to ask yourself, who is my ideal customer? You are one step ahead here, because you just need to refer to your notes from task 1. Think about how you can draw in your customer and engage them in your product or service. At this point, your customer is not yet affirmed, they are a potential customer. The customer is key throughout the whole of the CHAMP process, as you should nurture them throughout the whole process. By showing empathy and demonstrate understanding, you create a link with your customer that you can begin to develop. Ultimately, you want the same thing and your product or service will solve their problem. Once you have this connection, you can promote this product or service and work to build up trust by showing the customer that you are credible. By calling them to action, you empower your customer by putting them back in control of this product or service that they need. How can they not act on this? When writing your script, put yourself in the customer’s shoes.

H is for Highlighting the Problem

The first thing to do when writing a script is to highlight the problem. Go back to your notes for task 1 and look at What and Why. Open your script by explaining to the customer what their problem is, clearly. You should be brief, explain in simple terms, show empathy, as well as understanding for their situation. You should also demonstrate authority in your industry here. A great way to do this successfully is to explain their problem back to them in a very clear, authentic, and understandable. This can give a sense of togetherness, because you can work out the solution together, using your product or service. Show the customer that you’ve had the same frustration and fears they do BUT, you got through it. Then speak directly to your audience and tell them you can help them. 

A is for Answering their Wants and Needs

Now, you’ve told them you can help, so make it clear exactly how you can do this.

Some tips for answering your customer’s wants and needs successfully, include: 

• Be descriptive and precise when explaining how you can solve their problem. Your product or service liberates them from their problem,so discuss the parts of the product or service that specifically address their situation and solves their problem. 
• Again, appeal to their emotions and why they need this product or service. People purchase products based on an emotional response and back it up based on logic.
• Don’t discuss the specifics and features in-depth of your product or service – this is not a product description. Although it’s important to build desire and curiosity, be careful not to over load your customer with this information. If they are interested in your product or service, then they will be in control and can choose to find out more. 
• Be more descriptive about the benefits of your product or service – we’ve done emotional, so now it’s time to be rational. 
• Finish with a tie-in. How can they find out more? Use questions to motivate your customer and evoke and build desire.

M is for Make your Credibility Evident. 

You need to demonstrate your credibility as a provider of your product or service. Making yourself credible in the world of business is not easy as there are already big names out there, but it’s extremely important. 

Testimonials are great, but if you are a new company, then you might not have these yet. Don’t worry though, you can still build your credibility. Go back to the benefits you’ve highlighted and back these up, by using statistical information. This might mean that you must do some research, but this is time well-spent so consider this as an investment of time that will help the business grow.  

Here you should challenge your customer. We talked earlier about showing authority in your business, so use this opportunity to address any common issues your customer may have. Address any brand issues, why your product or service is the best, and don’t forget to cover the most common issue. Cost! If a customer is worried about the price of your product or service, this is the time to reassure them that you only provide top-quality products or services. We discuss this further in the next section. 

P is for Powerful Call to Action

It’s important to demonstrate the next step to your customer:  

• Make a brief statement that will remind them why they are curious about your product or service.
• Show them what to do next. 
• Keep it brief, clear, and as simple as possible. 
• Examples include [Buy the product, sign up for a free trial, free consultation, give us a call, request a quote, etc.]

This call to action should provide the hook you need to reel in your ideal customer. The chances are that if your customer has stayed to read or listen to the whole of this script, then they do have an interest in your product or service. Again, put yourself in the customer’s shoes here. If you were them, what would you like to hear? What would make you move to the next step?

The 5-step formula can be used as an initial template whenever you need to produce a script or any type of copy. This can include website content, advertisements, emails, and so on. It will help you format your script and speak to your audience in the right way.

Here are some final takeaways.

Review your Script:

• Does your script stay on topic? 
• Finally, put yourself in the customer’s shoes and ask yourself:
• Is this about me? Remember, you need to make your script about your customer. The selfish desire.
• What product or service is offered?
• Why will it make life better for me?
• What do I need to do to buy it?

Refine your Script: 

• Check for clarity. Pay close attention to the language used. Can you explain this in simpler terms? Does your writing sound emotional and empathetical when necessary? Do you directly address your ideal customer? 
• Edit and proofread your draft copy. Look for cosmetic errors to spelling, grammar and punctuation.

Here at ClearCutVideos, we are specialists in understanding the process behind animating great videos and knowing how to tell an engaging story. Our team is here to help companies better explain the services they offer and to reach a larger audience through the power of video marketing. If you’d like to find out more and request a free quotation, simply contact us on our website or send an email to [email protected]