Let’s take a closer look at each of these stages.
In the first few seconds of the video, you need to attract and fix the viewer’s attention.
A message like “Solve your problem with our product or service” is ideal for
If the problem is really important for the viewer, he will delay and watch at least the next
twenty seconds of the video.
NLP experts say, “divert your mind and the unconscious remains open to your commands.”
If, after fixing the attention, you show the viewer some kind of truism (an indisputable fact),
then the level of trust in the video will increase.
Next, you need to fix the viewer’s interest and analyze in detail the problem, for the
solution of which he came to you.
The second option is to demonstrate the ideal image of what the consumer could have.
When the consumer has already understood that the indicated problem coincides with his problem,
it’s time to demonstrate to him the solution, which is your product. A high-quality logo,
a few words of text informing about the benefits of the product is what you need at this stage.
Now the viewer is aware that his problem is completely solvable, and we can only demonstrate
how. For these purposes, screencasts are usually used that demonstrate specific user actions. It
is important that all steps are as simple and straightforward as possible. If you have a stage
in your product where you need to perform 150 actions, try to bypass it, do not focus on it.
Important: the path to solving the problem should be short (3-4 steps) and simple.
A selling video is not a Talmud, there should not be lengthy instructions on how to apply the
That’s it, your client: he has already figured out what to do to solve his problem. Now we
need to distract him, give him a little rest, create a small emotional pause. Here it is
recommended to tell about the features of the product, about the various useful features offered
by the product.
To create a transition before the motivating ending, do not forget to summarize the solution to
the problem and inform the consumer about the benefits obtained from the use of the product:
thus, “our product will not only solve your problem, but will also allow you to get these
The last moments of the video should motivate the user to take the action you need: go to the
website, download the trial version, buy the product, register, leave a review, fill out the
order form, contact the manager, etc.
The script is now ready. It remains only to shoot a high-quality video on it, which will attract
you thousands of visits, downloads, registrations and further down the list.