A Basic Formula for Scripts that Sell
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 Anything you think is no longer valid?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!”
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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.)
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!
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