Let’s talk about your website, and specifically the experience that people have when they first arrive.
Remember, one of the primary goals is to motivate visitors to join your community. In order to do that you lead a great lead magnet (free report, ect) and a welcoming video.
In this video we want to welcome people, communicate that we understand a problem they’re facing, and direct them to take action by downloading the free report. The goal is to be both welcoming and very specific about what you want them to do.
Here’s what to say.
Legendary copywriter John Carlton (MarketingRebel.com) once offered me some great advice that’s relevant to writing this video script. He said that persuading someone to do something funda- mentally boils down to three things:
- Tell them what you’ve got.
- Tell them why they need it.
- Tell them what you want them to do next.
Interestingly, in many selling situations, we really don’t need to be much more subtle than that. However, for this video, I suggest that we first make sure that viewers know that we understand their specific challenges and problems.
Thus a template for your script would read as follows:
Hi. I’m ______________. Thanks for watching this short video. If you’re a (targeted niche you market to), I’m sure one challenge you face is (specific problem). For the past (number of years), I’ve shown people just like you precisely how to (solve that problem), and I’d like to assist you as well.
That’s the reason I wrote (name of report). You can get a copy by visiting (name of your website). In the report you’ll learn:
- Benefit #1
- Benefit #2, and
- Benefit #3
So go ahead and click on the link immediately below this video and I’ll send it over to you. I guarantee you’ll find it to be helpful and useful. Again, this is (Your name), thanking you for watching this video, and I look forward to speaking with you soon.
Clicking the link opens a form that asks for their name, email and perhaps other information that may be helpful.
Again, the goal of your landing page is to welcome people, communicate that you understand their challenges and encourage them to join your community by opting in to receive some helpful information.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube