Script  Assembly  
From  Script  to  Slides  Examples  
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 Video Sales Workshop
 

Script  Assembly  

From  Script  to  Slides  Examples  

Let   me   do   a   quick   example   where   I   show   you   how   to   turn   a   fully   written   script   into   a  
sideshow.  I’m  going  to  do  that  using  Joe  Barton’s  script  that  I  created  for  him  for  his  acid  
reflux  product.    

I’m   going   to   show   you   how   to   create   the   first   couple   of   slides   so   you   can   get   a   feel   for   it.  
We’re  not  going  to  do  a  ton  of  keynote  or  PowerPoint  presentation  training.  We’re  going  to  
do  some  of  that.  We’re  going  to  give  you  a  lot  of  training  in  this  course.    I  want  to  show  you  
how  to  type  this  stuff  in  for  the  first  couple  of  slides,  how  to  take  a  few  out.  If  you  have  a  full  
script,   here’s   how   you   convert   it   over   so   you   can   get   that.     I’m   going   to   pause   this   video   for  
a  second  and  then  I’m  going  to  open  it  up  while  I  have  the  other  things  in  front  of  me,  and  
we’ll  go  from  there.      

On   the   number   of   words   per   page,   I   like   to   vary   it   between   a   full   screen   and   a   few   short  
powerful   sentences.   I   have   friends   who   do   sales   videos   who   have   like   a   small   number   of  
words  per  page  and  say  that  works  better  for  them.  It’s  a  matter  of  personal  choice  at  this  
point,  whether  or  not  you  want  to  have  a  bunch  on  a  words  on  a  page,  because  then  people  
read   through   the   entire   thing   while   you’re   talking   or   have   a   few   and   have   a   lot   more  
transitions.    

Oftentimes,  you’ll  end  up  having  quite  a  few  slides  with  a  full  script  video.  I  know  the  Text  
Your  Wife  into  Bed  video  script  keynote  presentation  is  over  100  slides  which  is  a  pain  to  
create  but  it’s  worth  it  because  the  conversions  are  there.      

You   want   to   use   ellipses   between   slides   to   continue   the   thoughts   between   screens.   That  
creates  a  path  through  the  entire  thing  so  folks  who  read  ahead,  who  read  faster  than  you  
speak   are   drawn   down   the   path   towards   more   stuff.   You   want   to   use   colored   text   to  
highlight  powerful  ideas  and  add  visual  interest.    

You   want   to   use   photos   strategically.   Don’t   overdo   it.   A   picture   should   have   a   reason   for  
being  there.    

We  are  going  now  to  show  you  how  to  take  a  fully  written  script  or  a  bullet  script  and  start  
putting  it  into  keynote.  I  am  using  keynote  in  this  case.  You  can  also  use  PowerPoint  but  I  
want  to  show  you  the  basics  of  how  you  write  the  stuff  out.      

What  you  want  to  do  is  create  a  master  slide,  which  has  a  text  box  in  the  middle  of  it.  Just  
click  text  box,  create  it  there.  As  font  size  goes,  I  tend  to  use  around  a  size  62.  You  might  

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 Video Sales Workshop
 

want  to  go  slightly  bigger  than  that.  It’s  up  to  you.    What  we  do  is  take  our  script  and  we  
may  have  our  audio  already  recorded.  We  say,  “Well  here’s  our  script.”  You  have  this  copy  
of   the   script   there.   Now   it’s   time   to   take   this   script   and   create   it   into   a   PowerPoint   or   a  
keynote  presentation  that  we  can  use  for  our  actual  presentation.  All  we’re  going  to  do  is  
take  everything  we’re  saying  here  and  we’re  going  to  put  it  into  the  keynote.    

In   this   particular   script,   I   have   a   lot   of   space   between   lines.   I’m   using   a   lot   of   brief  
statements   and   that   is   much   on   purpose.   That   is   because   I’m   writing   as   a   script   and   less   as  
a  sales  letter.  You  can  put  this  up  as  a  sales  letter.  It  would  still  do  quite  well,  but  the  key  is  
to  show  you  how  these  things  work.      

The   first   thing   we   say   in   this   particular   script   is,   “Hi,   this   is   Joe   Barton.”   That’s   all   using  
ellipses  to  show  that  we  have.  There’s  an  incomplete  thought.  As  far  as  how  many  words  
you  want  to  have  on  the  screen,  it’s  up  to  you.  In  a  lot  of  cases,  I  may  have  this,  “Hi,  this  is  
Joe  Barton,"  be  the  first  thing  and  then  quickly  move  into  another  slide.    

We’ll   add   this   second   line.   We’ll   say,   “Hi,   this   is   Joe   Barton.   If   you’re   suffering   from   acid  
reflux   right   now,”   Right   now,   all   we   do   is   say,   “How   can   we   make   this   more   visually  
interesting  on  the  screen?”  Some  people  put  up  videos  where  they  have  a  lot  of  black  text.  I  
prefer  to  have  things  a  little  bit  more  varied  in  what  I’m  doing.  We  do  that  by  changing  font  
size  and  by  using  color,  underlining,  and  italics.    

I  look  at  this  and  say,  “Okay.  Hi,  this  is  Joe  Barton  and  if  you’re  suffering  from  acid  reflux  
right   now,”   What   is   the   key   word   here   that   is   going   to   have   the   most   appeal   to   my  
audience?   What   words   can   I   highlight   in   some   way   that   are   going   to   make   them   perk   up  
little  bit  and  make  them  know  this  video  is  for  them?  In  this  case,  the  words  are  acid  reflux.    

I   go   to   acid   reflux.   I   bold   it   and   then   I   go   to   colors   in   keynote   and   again,   in   PowerPoint   it   is  
similar.   I   usually   use   the   color   red   because   I   find   the   color   red   pops   off   the   screen   in   a   way  
that  other  colors  don’t.  “Hi,  this  is  Joe  Barton,  and  if  you’re  suffering  from  acid  reflux  right  
now.”    Then  we  go  and  we  create  another  slide.    

I   oftentimes   copy   this   slide   and   paste   it   from   there.   You   can   also   create   a   template   out   of   it  
that  would  have  the  exact  same  thing.  We  say,  “We’re  finished  with  this,”  and  then  we  go  to  
the  next  slide  here.    

The   next   line   is,   “If   you   can   feel   that   horrible   burning   sensation   right   behind   your  
breastbone,”   and   I’ll   un-­‐bold   some   of   this   stuff   here.   What   is   the   most   powerful   word   on  
this  particular  slide?  In  this  case  it’s  burning.  Burning  is  the  one  that  we  want  to  find  a  way  
to  highlight.  We’ll  make  it  red.  “If  you  can  feel  that  horrible  burning  sensation.”    We  say,  “Hi.  
This   is   Joe   Barton   and   if   you’re   suffering   from   acid   reflux   right   now.   If   you   can   feel   that  
horrible  burning  sensation  right  behind  your  breastbone.”      

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Notice  I’m  putting  relatively  few  words  per  slide.  You  could  also  conceivably  use  builds  in  
keynote.    I’ll  show  you  how  to  do  one  of  those  in  a  second,  to  have  multiple  ones  of  these  
things  show  up  on  the  same  slide,  either  all  at  one  or  later  but  I  show  you  how  to  punching  
this  thing  together.  We  go  the  next  slide.  We  say,  “If  you’re  tired  of  burning  a  hole  in  your  
esophagus.”   We’re   burning   a   hole   in   our   esophagus.   That’s   the   action.   That’s   the   most  
passionate,  most  emotional  word,  so  we  find  a  way  to  highlight  it.      

I’ll  show  you  how  to  do  a  build.  If  you’re  tired  of  burning  a  hole  in  your  esophagus,  choking  
on  your  own  stomach  acid,  choking  on  your  own  stomach  acid,  propping  your  head  up  with  
13  pillows  to  be  able  to  sleep.”  Actually,  I’ll  do  these  two  on  one  here.  Then  we  would  do  a  
build  in  this  case  which  means  we  are  selecting  this  particular  text  blocks,  we’re  going  to  
the   inspector   in   keynote.     PowerPoint   is   similar   but   I   don’t   personally   tend   to   use  
PowerPoint.  We  go  to  pick  an  effect,  an  appeal.    

Now  that  we  set  this  up,  once  we  hit  play  on  the  actual  presentation  let’s  show  you  how  this  
will  work  so  far.  “Hi,  this  is  Joe  Barton  and  if  you’re  suffering  from  acid  reflux  right  now,  if  
you  can  feel  that  horrible  burning  sensation  right  behind  your  breastbone,  if  you’re  tired  of  
burning   a   hole   in   your   esophagus,   choking   on   your   own   stomach   acid,   etc.”   We   go   from  
there.  You  can  see  how  it  always  appears  at  the  right  time  in  the  presentation  so  the  words  
should  be  appearing  as  you’re  saying  them.      

We’re  using  a  build  there  to  have  the  words  show  up  as  we  go.  I  most  likely  end  up  bolding.  
We’re   always   looking   for   the   most   emotional   words,   the   most   emotional   words   of   the  
entire  presentation  that  we  can  highlight  on  the  screen.      

Then  we  create  another  slide.    We  take  the  next  brief  section  of  a  copy  which  is  ‘propping  
your   head   up   with   13   pillows   to   be   able   to   sleep   for   a   few   short   hours’.   Again,   13   pillows   is  
the  most  passion–filled  word.  It’s  the  one  that  I  think  brings  out  the  most  imagery  in  this  
particular  slide.      

Then  move  onto  another  slide.  ‘Or  poisoning  your  body  and  wearing  out  your  bank  account  
on   expensive   and   dangerous   prescription   drugs’.   Again,   poisoning   is   a   pretty   powerful  
word  so  I’ll  make  that  red.  I  might  make  the  ‘and  wearing  out  your  bank  account’  in  italics  
in  this  case.    

Then  we  create  another  slide.  This  would  be  ‘then  this  short  video  which  won’t  be  up  for  
long  is  going  to  change  your  life  forever’.  Notice  how  we  have  the  ‘which  won’t  be  up  for  
long’   which   is   a   scarcity   play   there.   We   have   a   place   where   we’re   putting   words   in   the  
mouth  of  our  avatar  or  persons  watching  our  video  and  usually  what  I  like  to  do  is  add  that  
word  big.    Occasionally  we  will  have  one  word  on  a  slide  and  we’ll  make  it  huge.  We’ll  make  
it  96  in  this  case.  And  centered,  and  make  it  bold,  144  in  this  case.  Let’s  make  it  even  bigger.    

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A  lot  of  it  is  instinct.  What  words  do  you  as  the  viewer  or  if  you  are  the  one  who  is  watching  
this  video,  what  words  are  going  to  have  the  most  impact  for  you.  What  words  are  going  to  
get   your   attention   the   most?   What   words   are   going   to   make   you   say,   “Yeah,   I   want   hear  
more  about  that?”    

As  you’re  going  through  the   entire   script,  you  might  notice  that  we  have  certain  things   that  
are  subheads,  where  I  say,   “Like  I  said,  my  name  is  Joe  Barton  and  while  I  don’t  suffer  from  
heartburn  myself,  acid  reflux  almost  killed  my  father  and  forced  me  to  grow  up  without  a  
Dad,  with  my  dad.”  If  I  put  something  in  the  script  like  that  where  it’s  big,  obviously  those  
words  are  going  to  be  big  in  the  actual  script  itself.      

You   also   notice   in   the   script   there’s   a   section   where   we   talk   about   pictures.   It   says,   “Joe,   do  
you  have  a  pic  of  you  and  your  dad  from  when  you  were  a  kid?  I  want  to  put  those  pictures  
in  there.”    

Let   me   open   up   the   Text   Your   Wife   script   for   a   second.   You   notice   in   this   case,   it’s   a   similar  
thing,   a   simple   PowerPoint   presentation,   a   keynote   presentation.   I   do   have   a   few   more  
words  per  slide  in  this  one.  It  says,   “Hi,  this  is  Mike  and  in  the  next  six  minutes  I’m  going  to  
spit   in   the   face   of   every   self-­‐righteous   relationship   guru,   sex   advice   columnist,   and  
magazine  articles  ever  listened  to  show  you  why  shelling  out  hard-­‐earned  cash  for  flowers,  
jewelry,  and  expensive  nights  on  the  town  could  be  ruining  your  life.”    

I’m   using   a   picture   because   it   feels   like   something   I   want   to   make   more   real   from   my  
particular  prospect.  That’s  my  first  picture.  My  second  one  doesn’t  come  into  slide  quite  a  
few  down,  probably  slide  21  because  I  found  that  slide  and  I  liked  it.  Pictures,  is  a  matter  of  
what  your  personal  preference  is  and  don’t  use  too  many  of  them.  For  this  particular  type  
of   video,   there   is   a   persuasion.   The   idea   that   pictures   are   a   better   way   to   communicate  
ideas   and   that   by   having   passionate,   powerful   pictures   on   the   screen,   you   can   get   attention  
more.      

In  my  experience,  having  the  text  on  screen  is  what  converts  the  best  and  that’s  all  we’re  
worried   about.   All   we’re   worried   about   is   can   we   get   people   to   buy   our   product?   There  
seems   to   be   something   about   having   the   text   on   the   screen,   having   the   actual   text   that  
we’re  saying  also  represented  on  the  screen  that  seems  to  get  attention  and  get  people  to  
watch  the  video  and  ultimately  to  buy.    

It’s   like   a   call-­‐back   to   when   we   were   kids   and   when   we   would   have   our   parents   read   us  
stories.  There  is  something  about  the  idea  of  our  parent  reading  us  a  story,  of  reading  along  
while   someone   we   trust   or   whoever   we   want   to   trust,   tells   us   something   that   seems  
compelling.  That’s  the  only  reason  I  can  think  of.  I  don’t  know  why.    

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I  do  not  know  that  having  the  words  on  the  screen  while  you’re  speaking  them  makes  them  
more  real.  There’s  a  multiple  modality  aspect  to  it.  If  they’re  both  reading  it  and  hearing  it  
so  they  can  absorb  material  more  deeply,  it  becomes  more  real  for  them  from  there.      

What’s  what  I  wanted  to  show  you,  how  to  put  these  things  together.  Your  assignment  is  to  
download  the  worksheet,  to  start  creating  your  script  and  to  start  moving  forward.  There  is  
so  much  other  training  that  we  are  going  to  give  you.      

Dan  Ramsey  is  giving  you  training  on  how  to  do  screen  flow  and  Camtasia,  and  things  like  
that.    But  really,  you  have  to  start  getting  your  script  together.    

If   you   have   any   questions,   put   them   in   the   Kajabi   learning   environment   or   you   can   ask  
them  on  the  next  call.  I’m  excited  about  seeing  what  you  come  up.    

Again,  the  goal  is  get  it  done.  The  goal  is  not,  “I  have  to  sweat  over  this  and  make  it  perfect.”  
I   would   much   rather   you   have   an   imperfect   but   finished   script   and   an   imperfect   but  
finished  video  that  makes  you  money  than  to  have  something  that  isn’t  finished  at  all.    

Thank  you  so  much.      

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