This blog post originally appears on abante.com.au
A few thoughts before thinking about your 90 second promo script:
1. What's the problem?
The reason you have a product or service is because someone needs it. Why do they need it? What is the problem they need to solve? The problem statement is crucial for creating a relatable introduction in a short promo. The more specific the problems you solve, the stronger the bond you form with a more focused audience.
2. Who are you targeting?
Think of your target audience as a very specific person who needs your product or service. The more specific you can get, the better. If you throw a wide blanket and say "it's for everyone" then it's for no-one. People don't need general solutions. If you have more than one "target person" then you need to make another promotional video that targets them specifically.
Who is most likely to use your product/service? As you answer this question, consider factors like age, buying power, location, and income. Take, for instance, a young adult who has just started their first job. They will have needs that differ from those of a retiree. They still may need your product/service but their reasons for requiring it are different. Be as specific as possible when defining your target audience.
3. How you will solve the problem(s) and why you are better?
Let's say you're at a store need a new kitchen knife. A sales person approaches you and says that "Knife $$$" is what you’re looking for.
Great... but why?
The sales person would have to answer you by saying something like "it's balanced so your wrist is supported with every slice" or "it's made from unobtainium so it will never go blunt"
Your target audience needs to hear this about your product/service so they can start to super impose your product/service to aid them.
If you are promoting a service, I like to include the authority aspect in this section too. Who are you and why should people listen to you? This should include any accolades, positions, experiences that would give you authority on the problem that they need to solve.
4. Call to ACTION
This might seem obvious but you'll be surprised how many people leave this out (in videos and websites). What the heck do you want your audience to do?
Make it easy and if you can, give them a reason to do it right away. You may want to have an expiration date or have limited slots available so it inspires people to act quickly.
5. Now for the boring but helpful stuff
- 90 seconds roughly translates to 220 words (average pace 2.5 words per second).
- We will need some time to get B-Roll footage. This will usually consist of location, action or doing something, talking to an audience, you being you.
- If there is anything you are not comfortable with please feel free to voice your opinion.