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Plan, Outline And Write
Successful Videos
INTRODUCTION
Successful videos do not happen by accident.
Behind the scenes there are always formulas and strategies closely followed to
If you’re reading this guide, I imagine you’ve struggled with knowing how to plan,
outline and script videos that actually deliver results - make money, increase
This resource will help you understand how to make successful videos,
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HOW TO USE THIS GUIDE
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VIDEO STRATEGY
People don’t buy videos. They buy the results that videos produce.
Videos deliver a story and invite the viewer to act… at least videos that are
actually good!
Consider where your customer is in their journey and how to create specific
messages to be relevant and targeted. This will increase how much your
To simplify your strategy it’s best to focus on the 3 P’s of video marketing.
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PART 1
PURPOSE
Purpose should be at the forefront of your video strategy.
What result do you want your videos to create for your business?
Don’t overwhelm your audience with more than one purpose (or topic) per
And make sure you’re clear on your message so you can know how to talk
Download Story Supply™ for more help with your brand messaging.
D O W N LO A D S T O R Y S U P P LY
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PART 2
PEOPLE
People should be the primary focus of your video messages.
People are your ultimate buyers and will determine the success of your
business.
What do they want? What are they struggling with? What stories can you
Narrowing down your audience to a specific person will help you create a far
Don’t include everyone. Know who you’re talking to and use their name and
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PART 3
PL ATFORM
Optimize each video for the platform of distribution. Each platform requires
Keep your videos short and to the point because attention span is limited.
Add a call to action at the end of your video. Let them know what they
should do next.
Planning your videos is vital to a successful video. Most of the work should
Beyond the three P’s, your video strategy should consider the following
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CHECKLIST
This is your official video planning checklist:
Budget: Don’t cut costs. Quality is in the message but if all you do film on
smartphones then your business can only grow so far. Use quality camera
equipment, hire a crew, rent a location and more.
Script: Guided by this resource write scripts and outlines with one
clear purpose.
Hook: Grab the attention of viewers in the first 7 seconds so they feel like
your message is relevant to them.
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CHECKLIST
Storyboard / Shot List: Map out what your shots and visuals will be.
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VIDEO SCRIPT TEMPL ATES
I use the word “script” lightly as not every video will require a word-for-word
thoughts.
So these scripts are meant to guide you in how to outline, plan and even
The following “scripts” are videos that support each step of your customer’s
COMMERCIAL TEMPLATE
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SCRIPTS
Hook: Grab the attention of your viewer with a relevant question or statement
that gets them to recognize that what you will share is beneficial to them.
Problem: What one problem are you customers experiencing right now?
Talk about this issue simply (make sure it’s the problem that your product
or service is solving).
also experienced the problem before finding the solution you will be
Solution: Introduce the solution naturally from the story. This is your offer
and any product or service that supports it. Show your customer that you
can help them out of the goodness of your heart relevancy of your story.
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SCRIPTS
Social Proof: Deepen trust with your customer through sharing examples of
how your solution has gotten results for others through testimonials, quotes,
stats, pictures.
Call To Action #2: What happens next for viewers to get similar results for
themselves. Do they click a button on the page, email you, pay for the
product, book a call, etc. Also, emphasize bonuses, discounts and scarcity.
Recap: Review the benefits for your customer and why now is the time to act.
You want customers to know exactly what to do with a direct call to action.
At this step in their journey they’ve already seen one of your videos and now
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SCRIPTS
Consider the following best practices and give yourself 60 seconds or less to
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SCRIPTS
Social Proof: Deepen trust with your customer through sharing examples of
how your solution has gotten results for others through testimonials, quotes,
stats, pictures.
Call To Action #2: What happens next for viewers to get similar results for
themselves. Do they click a button on the page, email you, pay for the
product, book a call, etc. Also, emphasize bonuses, discounts and scarcity.
Recap: Review the benefits for your customer and why now is the time to act.
Video becomes even more powerful to put a face to what’s being offered. The
VSL replaces the written sales copy exploring the customer’s problem and
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SCRIPTS
A face is best but not the only way - animations, whiteboards, slideshows can
work too.
The Video Sales Letter framework can be almost exactly the same as the
commercial script but with further emphasis on the detailed features and
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SCRIPTS
AUDIO VISUALS
Narration / SFX / Music Shots / Graphics / Ideas
This is where you put the words of your script - what will be Enter your creative and visual direction here.
said.
Match up each visual with a specific part in the narration
You can assign numbers, use matching colors or align the
such as ideas for shots, graphics, etc.
words to the supporting visual.
video.
STORYBOARD
Storyboards are a powerful tool to map out shot by shot, scene by scene, line by
This is a common and useful practice for Hollywood movies and even the videos
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CONCEPTS
This may include a mix of visuals from the mood-board below or script templates
above.
Or, you can try sketching what you envision the video to look like on paper or with
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MOODBOARDS + CONCEPTS
Curating a small library of images and links of other videos and visuals that
inspire you in the videos you’re planning to make is a common practice for
This will help with your creative vision and inspiration for your videos and the
team involved.
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CONCEPTS
Think of it like a Pinterest board where you can organize a collection of ideas that
inspire you and put it all in one place for the videos you’ve scripted.
Give your concept a title and description like the sample below. Even insert a
picture or video link of the style and approach you'd like and explain the reason
Example Concept
In the launch of the new online course I think a mix of documentary style interviews
and workshop presentation will be best to convey the emotion, story and information
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PRODUCTION CHECKLIST
Now that all videos are planned and scripted, it’s time to film.
Here’s a quick checklist to consider to level up the production value and efficiency
But first, ask yourself (and be honest!)… Is learning the technical side of video
creation of interest to you? If no, then hire out the rest of these steps to be
Equipment (Camera)
Camera body
Lense
Camera batteries
Camera card
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PROD CHECKLIST
Equipment (Lighting)
Light stands
Lighting cables
Equipment (Audio)
Audio ables
Equipment (Support)
Teleprompter
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PROD CHECKLIST
Location
Scripts
Appearance
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RESOURCES
To help you in the entire video creation process, I’ve compiled the following
Training
AC C E S S A L L R E S O U R C E S AT
ContentSupply.com
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RESOURCES
Stock
Software + Apps
Frame.io: Dedicated video and content review and approve library for all
your brand assets.
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To create videos that help you grow your business,
you need a proven framework that gets results.
A P P LY T O W O R K W I T H U S
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