How to Make a Killer Promotional Video Script to Increase Your Landing Page Conversions?

January 21, 2014

The Most Important Part of a Whiteboard Explainer Video Is the Script

Stop worrying so much about video quality, and start thinking about the script. The script is much more important than the video. It is the backbone, the foundation, of your video. Whether you have a mediocre video or a high quality one, if the script sucks, then it won’t convert well at all. It’s probably not a good idea to have the company who is creating the video write the script unless they know your business very well. No one knows your business like you do.

The point of the video is to answer all of your potential customers’ questions and concerns and highlight your unique USP’s of why your product or service can make your customers’ lives better. If you’re able to do that in a short video, you’ll have a noticeable increase in conversions. If you can’t communicate this well, then your sales won’t go up. This is why you should NOT outsource your script to low cost labor who will most likely do that (create a quick script for the sake of writing it instead of using a professional with in-depth web marketing intelligence).

What Do You Need Prior To Writing A Script?

Before you begin writing a script, it’s a great idea to take a survey of your readers. You might even use a survey service to poll your readers. Ask questions like the following:

  • Homepage: Is there anything missing from the homepage that you would like to see?
  • Purchase: What is the number one thing that is preventing you from purchasing?
  • Concern: What is your biggest concern about this service?
  • Comprehension: Is there anything on the page you don’t understand?
  • Help: Anything else that needs more help and attention?

Once you get the answers to these questions, as well as any other questions you may have that is important to your business, then you’ll have a better understanding of what’s preventing people from buying. It might be that they don’t understand what you offer or how simple your product is to use. Once you understand all of their concerns, then you’ll be able to create a better script.

How to Write a Killer Promotional Script

INTRODUCTION: Explain what your company does. Make it snappy, short, and sweet.

EXPLANATION: Carefully explain the problem your potential customers have.

TRANSITION: Take some of the phrasing that you gathered during the survey and use that to talk about specific problems your potential customers are experiencing.

FEATURES: Use visual elements to show off your product or service. Make sure to connect specific features to specific problems that your potential customers are experiencing.

CALL TO ACTION: Once you have done the explanation of your product or service, you need to then tell people to sign up or purchase it.

OBJECTIONS: Answer any concerns or customer objections your potential customers may have before buying.

PROOF: Show off proof elements with visuals. Proof helps build credibility. Proof helps build trust, and it makes people more likely to buy.


Every good video follows a certain format. You have to take what your product or service is all about and run it through this format.

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One Comment

  1. noticias says:


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