Video That Converts: How to Write Video Scripts That Sell

In today’s episode, we walk through Chapter 5 of The Perfect Launch System, showing you how to write video scripts that do more than just tell a story, but sell. Whether you're launching your first product or looking to scale, you’ll discover a simple, powerful framework for creating marketing videos that convert. From crafting a strong creative brief to structuring a persuasive script and polishing it for production, we cover the elements that can make or break your video, no matter your product type or industry. And if you’re worried about working in a “boring” or saturated space, you’ll love the real-world example from Rrhoid Rage, a brand that used humor to go viral in a market most people don’t even want to talk about.

In this episode of the Harvest Growth Podcast, we’ll discuss:

• How to write a strong creative brief to align your vision
• The 5-part script structure that hooks, informs, and converts
• Why tone and platform matter when crafting your message
• Pro tips for increasing video conversion rates
• Brilliant tips for selling through humor

Need help creating high-performing video scripts for your launch?

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Transcript

Jon LaClare [00:00:00]:
Thanks for joining us again on this special audiobook series. Here on the Harvest Growth Podcast, we're walking through the Perfect Launch System one chapter at a time to help you launch and grow your product the right way. In today's episode, Chapter five, we get tactical. This chapter is all about crafting video scripts that actually sell. You'll learn a proven step by step framework to write compelling scripts that grab attention, build desire and drive conversions. Whether you're scripting a 30 second ad or a longer explainer video, this process will help you turn viewers into customers. Let's get into Chapter five of the Perfect Launch System.

Announcer [00:00:34]:
Are you looking for new ways to make your sales grow? You've tried other podcasts, but they don't seem to know. Harvest the growth potential of your product or service as we share stories and strategies that'll make your competitors nervous. Now here's the host of the Harvest Growth Podcast, Jon LaClare.

Jon LaClare [00:00:52]:
Video marketing is one of the most powerful tools for capturing attention and driving sales. But without the right script, even the best produced video will fail to engage or convert viewers. Whether you're creating a product demo, an ad or a brand story, your script must captivate, inform and lead to action. Fortunately, writing an effective video script doesn't require comedy chops or a literary degree. You just need a strategic approach. Follow this three step process to create scripts that keep viewers engaged to the very end and more importantly, drive meaningful business results. Before writing a single word of your script, start with a well defined creative brief. This ensures that everyone involved, from marketers to video editors, shares a clear vision. A well thought out creative brief helps prevent wasted time, miscommunication and costly revisions down the line. Your creative brief should answer the following key questions. What's the goal of the video? Is it meant to generate leads, explain a product, or drive sales clearly? Defining the goal will guide all other decisions in the scripting process. What success metrics will you track? Are you aiming for clicks, signups, purchases or another action? Identifying key performance indicators or KPIs early on will help you measure the effectiveness of the video. Where will the video be shown? The platform, YouTube, Facebook, Facebook, TikTok or TV dictates the format, length and style. Social media videos, for example, often require a faster pace and immediate hooks. What's the audience define? Their demographics, interests and their stage in the buying journey. Understanding your audience's pain points and motivation ensures your message resonates. What tone fits best? Should the video feel fun, authoritative, emotional or aspirational? The right tone builds a stronger connection with your audience and reinforces your brand identity. What key takeaways should viewers leave with? What should they know, feel and do after watching? The more specific you are, the clearer your message will be. What is a Call to Action or cta? Should they click a link, call a number, or sign up for something? A strong, well placed CTA can make the difference between an engaged viewer and and a converted customer. Skipping this step often leads to videos that miss their mark, so take time to define your creative brief. Think of it as the blueprint for your video's success. Step 2 structure your script for maximum engagement Every great video script follows a clear structure. The goal is to hook the viewer quickly, deliver value, and drive action. Use this simple framework. Hook or capture attention immediately by addressing a pain point, asking a compelling question, or making a bold statement. First impressions matter. Make yours count. Problem Highlight the issue your audience faces. This builds tension and keeps them watching. A well articulated problem makes the solution more compelling. Solution Introduce your product or service as the answer to their problem. Show its benefits rather than just listing features. How it works show don't just tell how your solution solves the problem. Use testimonials, demonstrations, or before and after comparisons to build credibility. CTA or Call to Action Give clear next steps. Whether it's clicking a link, calling a number, or signing up for a trial, make it easy for viewers to take action. All right, here's an example. Breakdown of a script for a marketing software company so I'm going to walk through the hook, the problem, everything else with some examples as I read these to you. The hook Struggling to get traffic to your website? Problem? You've tried ads, SEO, and social media, but nothing's working. Solution with our AI driven marketing platform, you get targeted traffic effortlessly. How it works Our software scans your audience's behavior and delivers personalized ads in real time. CTA Try it free for 14 days. Click below to get started. Okay, that's an example script that you can follow along. Put your business into place there. When writing your script, use natural conversational language. Avoid jargon and overly complex sentences. Picture yourself talking to a friend over coffee or over tacos in my personal preference and write the way you'd speak. Conversational scripts feel more authentic and engaging. Here's a pro. Format your script for easy production. When creating videos that involve multiple scenes or voiceovers, it's helpful to structure your script using a format that clearly links visuals to with the spoken audio. One effective method is to describe what the viewer will see alongside what they will hear. For example, imagine this sequence first, you see a close up of a frustrated marketer while the narrator says, struggling to grow your business online? Next, there's a screen recording showing how a particular software works. Paired with the audio. With our tool, you get the instant traffic you need. Finally, a happy customer appears giving a testimonial, I doubled my sales in just 30 days. Describing visuals alongside the script this way helps the production team align with what's being shown and what's being said. It also makes filming and editing much smoother and reduces the risk of miscommunication during production. Once your script is drafted, gather your team for a table read a verbal run through where you read the script aloud. This helps identify awkward phrasing, unnatural dialog and pacing issues. Listen for flow and clarity. Does the script sound natural? Does it feel engaging throughout? Tweak for brevity? Can you say the same thing in fewer words? Concise scripts are more impactful. Emphasize key moments. Identify where tone, pauses or emphasis should be added for dramatic effect. Check for visual alignment. Make sure the script aligns with the intended visuals and production elements. Make revisions based on this. Read through before moving into production. A well polished script will lead to a smoother filming and editing process. Here's some bonus tips for even higher conversions. Keep it short. Aim for 30 to 90 seconds. If longer, make sure every second adds value. A clear and concise message holds attention better. Long form content as outlined in a previous chapter, like podcast videos, for example, still have a place in your marketing to build relationships with your viewers. But most of your marketing videos should be shorter in content to help you increase frequency of interaction. Front load your message Viewers drop off fast. State the core message in the first 30 seconds. Don't bury the lead and use a natural speech pace. Stick to 125 to 150 words per minute for clarity. A well paced delivery ensures comprehension. Add Subtitles Since 85% of Facebook videos are watched on mute, captions increase engagement. Subtitles also make your content accessible to a broader audience. Experiment with CTA placement. While CTAs often appear at the end, test them at natural pauses in the video. Some audiences respond better to mid video CTAs. You don't have to do it alone. Creating high performing video scripts takes practice, but you don't need to be a pro. Freelancers and agencies can help refine your messaging, write scripts, and even handle full production. Platforms like Upwork and Fiverr make it easy to find skilled professionals. By following this structured approach, you'll craft video scripts that engage, persuade and drive action. Turning viewers into customers. The right script doesn't just tell a story, it sells. One Harvest Growth Podcast Interview Summary Trey Coleman and Trey Anderson from Roid Rage How Roid Rage is Using Humor in Advertising to Disrupt a Boring Market in industries where products are traditionally marketed with a serious, clinical tone, breaking through the noise requires creativity. Roid Rage is redefining the hemorrhoid relief market by using humor to grab attention, engage customers and build a memorable brand. Their strategy proves that even the most unglamorous products can stand out. With the right approach, humor cuts through the clutter. Most health and wellness brands rely on traditional messaging, serious, straightforward and often forgettable. Roid Rage took a different route, using humor to make their brand more approachable, turning an awkward problem into an entertaining conversation. This differentiation has helped them gain rapid traction. Entertaining ads drive engagement and shareability. By embracing bold comedic advertising, Roid Rage has created marketing campaigns that people actually want to watch and share. In a space where most competitors blend together, their unique voice has made them stand out, leading to a strong, organic reach and brand recall. Humor builds customer loyalty beyond just grabbing attention, humor fosters a connection with customers. Roid Rage has cultivated a fun, relatable brand personality that makes people feel comfortable discussing and purchasing their product, something that's rare in the health care space. Disrupting a market doesn't require reinventing the product. Roid Rage doesn't have to create a radically new product, they simply rebranded a common solution in a fresh, attention grabbing way. This proves that innovation in marketing can be just as powerful as innovation in brand development. Takeaway Roid Rage's success highlights the power of humor in advertising. By breaking industry norms, creating engaging content and making their brand approachable, they've turned an overlooked product into a viral sensation, proving that even boring markets have room for disruption. Thanks for listening to this special chapter of the Perfect Launch System, shared here on the Harvest Growth Podcast. We're only releasing a selection of chapters, less than half of the full book as part of this series. If you'd like to dive deeper and get the complete system for launching and scaling your product successfully, you can find the full book on Amazon in both hard copy and Kindle formats or get a free digital version. Just visit perfectlaunch.com whether you're just starting out or looking to take your business to the next level, the Perfect Launch System gives you the proven roadmap to get there.