A Basic Formula for Scripts that Sell
Some of my own wisdom from two decades of scriptwriting
Over the last few months, I’ve mostly been sharing the advice of other marketers — wisdom from the ‘Masters of Marketing.’ At the beginning of my career, I spent a lot of time absorbing this wisdom, trying to jump the learning curve by gaining book smarts about the industry.
Two decades later, I have gained something way better than book smarts: experience. I’ve headed up marketing for an industry-leading corporation, advised several billionaires as their marketing consultant, co-founded and run the industry’s top feeder company, and written and creative-directed more than 150 commercials and counting.
It’s that last credential that brings me to our topic for today. Below, I share some of my own wisdom, a little teaching checklist that I created and originally called, “A Basic Formula for DRTV Scripts.” Recently, I realized this checklist works just as well for any type of video where direct response is the goal — including social media and videos on Amazon product pages.
DR veterans: This list will seem rather rudimentary to you, so I welcome your feedback based on your own experience. Anything you would add? Anything you think is no longer valid? Hit the button below and leave a comment.
DR newbies: Try applying this formula to your next video script, and find out for yourself just how effective it can be!
The Basic Formula
Start with a painful problem
Find that one clear problem, and explain it in less than 10 seconds.Introduce the product and describe it
The description must capture what makes the product unique.Explain how the product solves the opening problem
You’ve created a problem, now you must present the product as the solution.Describe the product’s key features and benefits
Not technical details, but compelling facts in simple language.Briefly list all of the key uses for the product
Cover all relevant situations and potential users (young, old, male, female).Explain how the product works
If there is a “secret” or an interesting explanation of “how it works,” include it.Set up a value comparison and introduce the offer
For example: “You could pay as much as $100 for a [fill in the blank]. But [the product] is just $29.99!”Introduce a bonus and describe it
For example: “Act now and we’ll also include [the bonus item] FREE! [The bonus] is great for [fill in the blank].”Recap the entire offer
For example: “You get it all: [The product] and [the bonus] for just $29.99!”Create a sense of urgency and ask for the order
For example: “Supplies are limited, so [call, click, scan, hit the link] to gets yours now!”
{Premium Subscribers: See below for the latest research on how to make limited-time offers effective!}
Brevity and clarity are also essential. I always read copy aloud to make sure it flows smoothly and gets to the point quickly. (It’s also a great technique for catching typos.)
{Author’s Note: After I wrote this article, I wrote one article about each step in the formula. As a result, I’m updating this article with the complete list of links.}
Related Articles
Start with a painful problem
(Article: Ask the ‘Skeptic's Question’ to Check & Fix Your Opening Pitch)Introduce the product and describe it
(Article: Answer These 3 Questions Before Prospects Lose Interest)Explain how the product solves the opening problem
(Article: Pay Off the Problem Opening to Powerfully Position Your Product)Describe the product’s key features and benefits
(Article: Don't Be Misled By the Order of Things)Briefly list all of the key uses for the product
(Article: This Space Intentionally Left Blank)Explain how the product works
(Article: Here’s How 'Here’s How it Works' Works)Set up a value comparison and introduce the offer
(Article: The Incomparable Value Comparison)Introduce a bonus and describe it
(Article: Instantly Boost Sales by Leveraging the ‘Mooch Factor’)Recap the entire offer
(Article: The Department of Redundancy Department)Create a sense of urgency and ask for the order
(Article: The Simple Secret to Closing More Sales)
Chart Watch👁️
It’s Media Week 35 and the end of summer, and the only thing new to report is that the commercial below — which I just picked up at the beginning of the month — has already slipped into the Top 20 on the weekly DRMetrix report. We’ll see if sticks around.
Slim Mint Wallet
Pitch: “Ultra-thin, RFID-blocking aluminum wallet”
Offer: $19.99 for one, $39.99 for the leather edition
Marketer: BulbHead
This is inspired by Old Gold. The original hit was Aluma Wallet, which was No. 10 on the 2011 True Top 50. That success also inspired our 2017 hit with Telebrands, Atomic Charge Wallet.
We used to love this category, but we learned the hard way that it is not good for retail. Even great CPOs on TV just haven’t translated to strong brick-and-mortar sales. If anyone disagrees, feel free to contact me. I have a great slim wallet with a working commercial that none of our usual partners wanted to take on!
For Premium Subscribers🔒
Past this point, it’s paying subscribers only. Find out what you’ve been missing. Sign up today. It’s just $5!
News(letters) You Can Use
In a recent report for his Ariyh newsletter, Thomas McKinlay breaks down the findings of a July 2022 meta-analysis in the Journal of Marketing Research that showed “limited promotions are more effective at driving attention, engagement (e.g. clicks, opens), and purchase intentions when they are offline rather than online.”
To make website, email and other online urgency plays more effective, he writes, the research shows you should:
Justify why the promotion is only for a limited time (e.g. 24-hour sale for a customer on their birthday, a special sale of last season's stock before a new line launches).
Keep it short. The shorter the time duration, the more effective it is (as long as it’s long enough for your customers to both find out about it and buy it).
McKinlay’s complete summary of the research can be found here.
Recent Tests
Copper Rainbow
Pitch: “Scrubs without scratching, cleans without streaks”
Offer: $19.95 for a 5-pack
Marketer: BulbHead
The last sponge Telebrands tested was its own version of Scrub Daddy back in 2014 (i.e. Hog Wash Scrubber).
Other sponges that have been tried include: Sponge Hero (2018), Better Sponge (2017) and Mighty Thirsty (2017, 2010).
I am not aware of any successes in this category so far.
I’ve been archiving information about DRTV tests since 2007. To access my private archive, visit The Library of DRTV. Can’t get in? Just shoot me an email, and I’ll give you free access as an extra thank-you for being a premium subscriber.
Promising Products
StoraLid Food Container Lid Organizer
This #1 Best Seller moved from #290 in Kitchen & Dining to #2 this week. It caught my eye because of the past success of Smart Spin, a major DRTV hit in 2004 and 2005. Among other reasons, the commercial for that product resonated with consumers by asking: “Is finding a lid almost impossible?”
Well, it seems that problem remains unsolved, and people are still willing to spend money ($24.99 in this case) to solve it. Seems like an opportunity to me.
Great article Jordan! I "get" the starting off with a big problem and going from there. Thinking out-loud here, I wonder about the potential of a different start? I'm sure it's been tested and the big problem approach probably outpulled it. But, I know on-line that Golden Hippo which is a fantastically successfully company has had big-time success using benefit + curiosity as a table-setter. And then I look at Agora, which has had huge successes with indirect leads and the we have Bottom Line, which did extremely well with proclamation type intro's. Perhaps short-form TV is simply too short for something like that. Interesting none the less!
Thank you for sharing that point Jordan! You have better vision than what I do when it comes to failed tests in DRTV... But I'd love to hear about them–probably others would as well. Personally from my perspective which has been more ink-on-paper (magazines, newspapers and direct mail) there may be more "room" in DRTV for some additional tests using alternate intros.