YouTube scripts: MorphoMFG

YouTube scripts in the founder's voice, written from his voice notes and from SEO keywords.

Client
MorphoMFG
Industry
Manufacturing · B2B
Year
2022-2024
Engagement
Ongoing, ~70 scripts from Nov 2022 to Oct 2024

The brief

The client

Contract manufacturer based in mainland China that develops and produces high-end products for Western brands and inventors.

MorphoMFG manages product development and manufacturing in China for brands making unique, high-end products. Founder Josh Fairbairn presents the company's YouTube channel. The team wanted videos that get attention, teach something and rank for their buyers' searches.

The ask

Josh sent voice notes and topic ideas and asked for outlines he could speak from on camera, using the channel's six-part template: hook, re-engagement, setup, climax, extra, wrap-up. The team also needed scripts for SEO keywords, plus titles and descriptions.

Written for

Founders and product entrepreneurs considering manufacturing in China, some of whom have already had a bad supplier.

What I delivered

About 70 scripts over two years, plus SEO keyword scripts, titles and descriptions. Below: one keyword script, one myth-buster and one listicle.

YouTube scripts, founder voice

Outcome

By December 2022, the client's tracking doc listed the "manufacturing company in China" video, built on my outline, at position 4 in the US, and the "mass production companies in China" video at position 10.

#4US ranking for "manufacturing company in China"
#10US ranking for "mass production companies in China"
The work

3 pieces, as delivered

Why it works 4 notes
  1. Written from Josh's voice notes

    The contract manufacturing script started as a long voice note from Josh. I kept his points and phrasing, like the Apple article and the "Rolls Royces and Rolexes" line, cut the tangents, and ordered the rest so he could deliver it without reading.

  2. Images for a dry keyword

    "Chinese contract manufacturing" is a dry search term, so the script uses images like a whale breaking the ice and White Walkers with 1,000+ MOQs. The "house of cards in a hurricane" line was used in the published video.

  3. Hook holds back one fact

    The IP script opens with how a story ended and holds back why it ended well. The climax explains it with a client case in three steps, so the advice not to overspend on IP comes with proof.

  4. Parody intro, then practical tips

    The scams video opens by mocking clickbait, then switches with "Seriously though". Each scam has a specific warning sign, like a lookalike domain with two f's, and the close uses it to point to the real web address.

About this sample

As delivered, with typos fixed. "Published as" titles are the live video titles.

MorphoMFG · SEO script - Chinese contract manufacturing

Written by Edvin Mulalic for MorphoMFG, 2022-2024

Keyword script built from Josh's voice notes, March 2023. It went live as "Yes, China's still your best manufacturing bet…".

Delivered as a Google Doc. Josh used the scripts as outlines and delivered them on camera in his own words. This keyword script uses a shorter four-part structure.

Target keywordChinese contract manufacturing
Script titleChinese Contract Manufacturing (Post-COVID Future & Alternatives)
Published asYes, China's still your best manufacturing bet…
01Intro

Opens with a disclaimer, then an example of what goes wrong with bad factories.

DISCLAIMER: For what I'm about to say, there are exceptions. But as COVID rampaged through China, bad factories started disappearing like a house of cards in a hurricane. Most of them went bankrupt. Then, most of the purchasing and sourcing agents left because they had no work. And what replaced them all were specialist companies that stayed in business. I'm talking about specialised companies that make components that can't be made anywhere else in the world. These guys weathered the storm because the quality of what they do is simply unmatched.

02Setup

Just the other day, I saw an article. It was another piece talking about how Apple is trying to move its manufacturing to India, Vietnam, or whatever. And the article said: “It is not reasonable to expect for this to happen in the next 10 years.” And later on they clarified that 5-10 years seems to be the absolute minimum for them to move out of China, and that's Apple we're talking about.

Now, it's true that part of the reason why this would take a decade or more is because Apple is huge. They've perfected their manufacturing process here in China, especially in Zhengzhou, and packing up and taking all of that to another country is an enormous task and a risky one at that. So risk-alleviation is definitely a part of the time needed.

So does that mean then that a small or mid-sized business could pack up much easier, and faster? Especially a company that makes a far simpler product? Well, no. In fact, it's impossible for them. Why? Because China is simply where manufacturing is right now.

That means 1. Infrastructure, 2. Workforce, 3. Specialist factories, and a bunch of things in between. For a small to mid-sized business to go to Vietnam for example, they need to wait for a giant like Apple to go there and set up all of that first. The simple truth is that a whale needs to break the ice before everyone else can sail their ships there. And right now, that ice is 10 times thicker and higher than “The Wall” in Game of Thrones.

For small to mid-sized businesses, almost any other country besides China is a barren wasteland full of White Walkers, and those White Walkers have 1,000+ MOQs, and they almost don't wanna work with you anyways, they're focusing on the big guys first. They need them to basically set up another manufacturing powerhouse before they start caring about making 600 ping-pong tables for you.

03Climax

I've been here in China, running a contract manufacturing business for the past decade, and from my perspective: China isn't only the best, it's the only place in the world where the high-end stuff can be made. For products that want to be the Rolls Royces and Rolexes of their industries, China is the place to be. And to make those high-end products, you need Chinese factories that specialise in necessary components, and then you need somebody to make those components into products. That's where we come in, the contract manufacturers.

04Wrap-up

The pitch says the company turns down most leads, which fits a high-end service.

If you're making a high-end, unique product and you wanna be at the top of your niche, obviously we'd like to hear from you. But that doesn't mean we'd be a good fit. In fact, we don't work with the majority of the leads that come in. When using a CM, you need to find one that's a good fit for your product, with just the right connections with factories that specialise in the exact components and materials you need. There's a link in the description with 5 tips that will help you easily identify the best CM for whatever you're making. Check it out. Peace.

Piece 1 of 3

What Dan said

Dan Blinman
VP of Marketing · MorphoMFG
★★★★★
“I have hired Edvin for many projects over a couple of years and he is a phenomenal writer. I like his critical thinking skills and how he responds to feedback. My sense is that the bigger the project, the more engaged and effective he becomes. He once taught our team internally how to work more effectively with AI - and this wasn't a task I contracted him for. That's going above and beyond.”

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