Pre-sell video script: InDigitalGroup
Script for the first video in an eCommerce agency's series for store owners. It gives one tip and leads to the next video.
The brief
1The client
An eCommerce agency that helps online store owners turn ad spend into sales.
InDigitalGroup planned a short video series for new store owners, with each episode leading to the next and, eventually, to their offer. A company spokesperson, Jessica, would present every episode.
2The ask
The first episode: get a skeptical store owner's attention without a sales pitch, give them one useful idea, and get them to click through to the next video.
3Written for
New eCommerce store owners whose ad spend isn't turning into sales, and who have seen many agency ads.
4What I delivered
A two-minute spokesperson script, revised from my first draft, with direction notes for the narrator.
Spokesperson pre-sell video script, about 2 minutes
As delivered
Why it works 4 notes
- Opens by filtering viewers
The script tells viewers who should stop watching, then points out that this is targeting. Viewers who stay have just seen an example of what the agency does.
- No sales pitch
The line "We're not selling anything today" is for viewers who have seen too many ads. The episode gives one useful rule instead of an offer.
- One tip, fix in the next video
It gives one rule to remember, that bad conversion rates eat your ad budget, and saves the fix for the next video so viewers have a reason to click.
- Written to be spoken
The script uses short spoken lines and marks the one line the narrator should slow down on. It came with a note inviting the narrator to change any phrase that was hard to say.
About this sample
As delivered, with typos fixed.
Written by Edvin Mulalic for InDigitalGroup, 2021
Episode 1 of a spokesperson series for eCommerce store owners.
Episode 1 of a short spokesperson video series for store owners. About 2:20 read aloud.
The opening shows the technique the video is about, then names it.
Hey! Jessica here from InDigitalGroup.
Let's get a few things out of the way:
First - If you're not running an eCommerce store right now - feel free to skip this video...
And 2. Same goes if you are running an eComm store, but you're not interested in learning how to run a successful one...
Now, see what we did there?
That's a quick example of how audience targeting works.
If you're still watching this video, that means you're who we want to talk to.
But don't worry. We're not selling anything today.
The point of this video is answering this question:
How do you spend less on ads and make more sales at the same time?
You do your targeting right!
So! Here's what happens when you do your eCommerce targeting right:
Your conversion rates go up...
Your customer acquisition costs go down…
And now you spend less on ads and make more money at the same time...
And when you’re making a return on your investment, you have options to scale, launch new products, and that’s a huge step towards bringing in the real money and becoming a successful entrepreneur.
But let's get back to where you are today:
You’ve got your eCommerce store, but you’re not making sales.
Your conversion rates are bad, and the traffic you do get bounces off your product page as soon as they land.
How do we know that?
Because 90% of 1st time eCommerce store owners get tired of things not working and quit.
And that's what we're seeing in eCommerce all the time.
So many capable entrepreneurs that have what it takes get stuck behind these kinds of traps that no one warned them about.
eCommerce looks easy from the outside, not to mention there are many pitfalls along the way. For example, we have experience building 8-figure stores, but it took us years of testing, trying and failing so we could find what actually works.
Here’s one quick tip we have our eCommerce clients learn by heart:
Bad conversion rates will eat your ad budget up!
[emphasize] Say it slowly and confidently, as if you're making a really good, indisputable point.
Because throwing money at a store that's not converting won't do you any good.
You've first got to understand why your conversion rates are low, and then fix that. Then you scale and spend more to make more.
In our next video, we'll explain how to make sure you're in the 10% of the people that find success in eCommerce.
Once you do that, you'll be one step closer to jumping out of your bed every morning with a huge smile on your face!
Not because the weather's nice, but because you've just checked your store sales and you’re finally bringing in real money.
And that’s it for this video, if you’d like to see exactly what the 10% of successful eCommerce owners do differently right now, click the link in the description.
In any case, see you in our next video!
I'm Jessica, from InDigitalGroup.
Thank you for your time! :)
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