Welcome to this video. I'm going to be talking about creating scripts for your videos. I'm going to talk about fast and easy scripting. A lot of people over complicate this and I think the reason is they kind of get writer’s block, or maybe they just don’t know where to start, or they’ve just never done it before. We talk all the time, but we’ve never really had to organize our thoughts into a way that’s going to cause people to take action and make sense in a short amount of time. 
Sometimes, we wonder what should we say, is this too much information, is this not enough information? We overcomplicate it to the point that we make ourselves believe that we’re not good at writing a script and I think a lot of this stress and aggravation that comes when you're creating a script for video, it’s just because you're not starting out with a template. I think if you had the bullet points at least to begin with, and then went and filled in the missing pieces about your product, I think it would become a lot easier to come up with the words that are going to craft a good story or at the very least a good message that’s going to cause people to take action.
I'm going to talk to you about creating quick and compelling video copy. This particular training isn’t going to make you an expert copywriter, but it’s going to lay down the fundamentals and it’s even going to arm you. It’s going to give you some tools that you can then go and use on your own projects. You might be able to take  a little bit out of one template, and add it with a piece of another template. It’s going to give you the main points that you need to create some compelling video copy. 
First, I want to talk about some things that are important to creating your video. Some things that you need to have in there. We’re going to be talking about short compelling videos like explainer videos. A lot of people make the mistake of thinking that their videos and that their scripts should be really long, and that they have a certain amount of time to fill. A lot of people ask me the question, “Omar, how long should my video be?” The answer to that question is always as long as it has to. 
Your video should be as long as it has to be to get the message across and get them to take action. Any longer than that is a waste of time and boring them. Any shorter than that is not causing the effect that you desire. It needs to be as long as it needs to be. There’s no one set answer to that, some commercial are ten seconds long, some commercials are 30 seconds long, some infomercials are an hour long. It all depends on how much information you need to put out there and how much persuasion you need to do in order to get them to take action.
I will preface that by saying that online, quicker tends to be better, especially to cold traffic. You got to get them quick, you’ve got only a few seconds to hold them. When people are surfing the internet and they land on your website, you better smack them right between the eyeballs quick or they’re going to surf away. You don’t have a whole bunch of time to tell a once upon a time story in your video. You’ve got to be quick, concise, and to the point.
This is also going to vary like I said depending on the type of traffic, depending on the audience. A lot of people think that they know their audience but they don’t know their traffic. You might know who your ideal audience is, but is that person in the process of shopping, or are they in the process of surfing, or are they in the process of checking email? What mindset were they in in the moment that they came across your message? Because that all determines how quick and direct into the point you got to be. 
Here’s the example I'm going to give you so that you understand. If I was doing door to door sales and I knocked on your door right in the middle of dinner, do I have to be fast with my presentation or can I take my sweet time? Well, experience tells me that if I take my sweet time, chances are the door will be slammed in my face. I have to be quick, it’s dinner time. I can see through the door in the back there that your family is sitting at the dinner table. If I want your attention and I want to take you away from dinner, I need to give you right upfront the meat and potatoes, I got to tell you what’s going on and try to get you to stay and pay attention.
If it was the morning time and you were outside watering your lawn, I'm approaching your house at a totally different mindset. Now, I can spend a little more time with you. 
Okay, well look at your traffic that way. Even though both of those be it that was the same exact person, they were in two different mindsets. Same guy, same house, at one moment he’s in the middle of dinner and doesn’t have time to talk to the door to door sales guy. At the other moment, he’s in the front of his house watering his lawn, he’s got plenty of time. Your traffic might be in a particular state of mind that you need to be paying attention to. 
A lot of factors at play is the point that I'm making when you're deciding how long should the video be, and what type of video should it be, and what template should it be. This is all going to vary and you need to be very analytical, you need to really think about who’s watching my video, when are they watching my video, how do I know that that’s who’s watching and that’s when they’re watching it, what traffic am I sending? You’ve got to understand these things about your website, about your traffic, about your business in general if you're going to create successful campaigns. 
That said, let’s talk a little bit about important stuff to keep in mind when creating it. You got to keep your script short. A lot of people think that they’ve got to tell them everything about their product or their service. An explainer video, the purpose of it, you really should keep your video to about a minute, about a minute or so. You might think like oh my god, a minute, how the hell am I going to tell them everything about my product in a minute? You're not. You're not and you shouldn’t be trying to tell them everything about your product in a minute. It’s quick. 
As you build a relationship with someone, the conversations get longer. You shouldn’t think that you have to tell them every feature, every benefit, every highlight, the whole story of how the product came to [00:05:56] on the first encounter. As a matter of fact, it’s going to hurt you to try to do that. You're going to oversell, you're going to end up pushing that person away. You got to try to keep things short and simple. Keep the message discreet, make sure that it’s concise. 
The length of your script is really going to depend on your audience and just remember that a captive audience that’s sitting in an auditorium and they’re forced to listen to you, they’re going to endure about 6 to 8 minutes before they start to drift. An internet surfer popping into your website, they’re going to check out after just a few seconds if you haven’t given them the message quickly enough. That’s important for you to keep in mind.
With that said, you got to put the meat of the message right upfront. You’ve got to grab them right in the beginning. You’re going to be much more successful more often when you put the message, the meat, the shock value, the big important part of it right upfront. That’s what’s going to get them to continue watching. The beginning of your video should sell them on continuing to watch the rest of the video. 
Sometimes, I see those ads, have you ever watched a YouTube video—I know they’re annoying. Now, they’ve got these automated ads. You can skip through the ad after 4 seconds, right? Well, guess what. If I can skip out of that ad—because remember, I looked up—let’s say I was looking up, I wanted to watch a music video, the Black Eyed Peas. I just went into YouTube and typed Black Eyed Peas and their top song came up. 
Now, I click to watch it but since it’s such a big popular video, they advertise. It says oh well, your video will start in 4 seconds. Now, all of a sudden this advertisement starts running and I can’t get out of it until 4 seconds have passed. Well, that guy that made that advertisement better get to the point within 4 seconds because if he doesn’t, he’s going to lose the majority of his people and that advertising money is wasted. 
Do you see my point about putting the meat of the message upfront? You can’t dilly dally when we’re talking about online because people can move away. You can dilly dally a little more with TV, live TV. Nowadays, that’s even tougher because people TVO, people record, and you can even forward and stop and pause Live TV. You can’t forward, you can stop, pause. There’s all kinds of ways around getting out of the commercial and stuff. 
My point being that unless you're doing something live and you’ve got people cornered in sitting down in an auditorium, they don’t HAVE to listen to your video. They don’t HAVE to pay attention to your message. You better put the shock and all right upfront if you want to hold on to them. 
A big mistake that people make when they’re creating videos is they talk to too many. They try to appeal to everyone because they think that by doing that, they’re going to make more money because they’re appealing to everyone. Have you ever seen a video or a product that says “this is great for newbies and experienced people” no, it isn’t. You're an idiot because now you’ve just made it so broad that you’re segmenting—you just outsold yourself of both segments because you said this is good for newbies and for experts. 
No, you know what, it isn’t because I'm an expert and just the fact that you said it’s good for newbies is going to deter me from going in there because I'm going to think wow, that’s just not for me. If you're a newbie and you say it’s good for experts, I'm assuming there’s going to be parts of it that I can’t understand. You just screwed yourself out of your two biggest markets and probably everything in between. It’s a terrible thing to do to try to reach everybody. 
Try to appeal to ONE person. If you want to appeal to another group of people and another source of traffic, create a video for them, that’s targeted for them, that’s going to convert them into buyers. Don’t try to tell them everything about your product and don’t talk to too many people. 
Here’s what I mean by talking to too many people in the literal sense when you say “Hi everybody, thank you all for watching my video. I'm so glad that you all came to my website.” In your mind, you're thinking well wow, I'm going to have hundreds of visitors so I better pretend like I'm talking to a hundred people. In reality, there’s one guy watching your video at a time. 
Even though a hundred people are going to watch your video, they’re not all getting together at the freaking local liquor store and playing your video at the same time. That’s not the way that it works. They’re all watching individually. You're going to have much better results when you talk to one person. “Hey, thank you for watching. I'm so glad you're here today because I'm going to tell you exactly what you need to know in order to get over this hurdle.” Do you see the difference there? I'm making more of a connection with that one person. Talk to one person. 
Know the ideal prospect. We just touched on this a little bit ago. You don’t create a product or a video definitely that says—even if your product is something that can appeal to anybody or it appeals to a broad spectrum of people that anybody can use. Let’s say you're selling toilet paper, anybody can use toilet paper, right? It’s an open market. Well, you still going to want to talk to one guy that you're selling based on where you're planning on putting that video and who you're going to target. Know that prospect, know who the ideal prospect is that you're making this video for, and talk to that guy. 
For example, if you are in the business of mortgage, I'm just pulling something out. Let’s say you're a mortgage broker. You're creating a video presentation for the local firefighters union because you know a guy in the firefighters union and they’ve got 6,000 firefighters in this union and he’s agreed to put a video from your company on his website that thousands of firefighters are going to see. There might be some of them on there that need new mortgages, so you're going to create a video for them. 
You got to target that guy, you got to realize that you're talking to firefighters. You're selling mortgages to firefighters. You wouldn’t create that video for that source of traffic and waste video time saying it doesn’t matter if you're a nurse, it doesn’t matter if you're a police officer, it doesn’t matter if you're a construction worker or even if you are an astronaut, we can get you the best rates on mortgages. Why did you just say that? I know why, because you're a moron. Because your video is going to be seen by only firefighters on a firefighter website, and you're not talking to that guy. You're using your own video time and your script against you to not sell your product. 
Tell a story so your video doesn’t induce a nap. Look, facts and features of your product might be real exciting to you because you're the owner of the product and you're the creator of the product, and you make money off of the product. It’s your livelihood and it’s how you pay your bills. You get pretty excited about the product. 
Let me tell you something. The average person doesn’t get excited about mortgages, the average person doesn’t get excited about basket weaving or whatever the hell you're trying to sell. It’s your job to excite them. The best way to do that is tell a story. It’s tough, it’s tough to tell a story in a minute but you’ve got to develop this over time. You’ve got to use the templates that I'm going to provide here and create some different stories using these templates, using the bullet points that I mentioned in order to actually be able to develop this muscle. This really is like a muscle. 
The ability to tell stories and craft stories, it’s something that’s learned, it’s a skill that you learn. It’s not something that you're born with, I hate when people say “Omar, you got the gift of gab.” No, I don’t have the gift of gab, I used to suck at talking to people. It was going door to door for so many years and putting my pride in my pocket and getting doors slammed in my face and practicing and practicing and practicing and pitching in front of a mirror and pitching in the office every morning during the meetings and practicing and practicing and practicing that made me good at talking to people and made me good at selling.
Creating stories for your videos is something that’s going to happen and you're going to become good at the more that you do it. Just understand, you have to have a story. Because if not, people are going to fall asleep during your video. If you create a video that says “I have an awesome product and my product does this, it also does this, it also does that. One time, we saw it do this but we couldn’t get it to do it again. You're going to love it because once you do this, you're going to be able to benefit of this. You're going to be able to have this other benefit and you're going to have this other benefit too, and all these benefits are sweet and neat-o and super cool, golly, gee, wiz, beaver, buy my product.” Shut up, you got to tell a story, you got to get them excited, you got to make them want to buy your product.
You know what’s a good way to do that? Make them laugh. Make them smile. Tug on the heartstrings. Humor is a great connector, humor is a great connector. Sometimes, people overdo it in their video. If I can make one point with the humor, if you're going to use humor in your video, in your script, make sure that it pertains to the product or the concept or the story or whatever you're selling. 
This isn’t like a keynote speech where you open it up with a joke that has absolutely nothing to do with what you're going to be talking about just to warm up the audience to you. You're not doing a keynote speech. If you're going to use humor, a lot of people use it in the actual illustration portion of the video. Have a funny looking caricature, or have something else. Make the script be not necessarily serious, but make the script casual but accurate, and then use some funny caricatures or some funny imagery in your video to make them laugh and make them smile. 
Finally, pace yourself. Some people think it’s about the amount of things that they get to say. It’s not about squeezing as much as you can possibly say into one minute time. It’s about pacing yourself and seeing the important things in a pace that’s easy to absorb. The worst thing you could do is sound like the disclaimer at the end of a used car dealership commercial that you hear on the radio. “Offer not valid in some states. Assembly required. 3.2 AVR Financing.” You hear these long disclaimers at the end and sometimes I think they even speed them up digitally just so that they can say everything that they need to say. 
One of the things that I’ve even been seeing them do now is instead of putting them at the end of the commercial, they put them at the beginning of the commercial. It sounds like it was a disclaimer for the prior commercial and not theirs, very sneaky. 
But anyway, what you want to do is pace yourself. The way that you pace yourself is make sure that for every minute of a video, you have anywhere between 150 and 200 words. If you have much more than a 150 to 200 words, there isn’t enough room for imagery, there isn’t enough room for strategic pauses. I would say about 175 to 180 words is really ideal because that allows you to do certain pauses, like the pause that I just did there, and the pause that I just did there again.
Doing these kinds of things help your viewer pay attention to what’s happening on the screen because if they’re not listening to you, they’re looking at the screen, and they’re paying attention there. It also helps them absorb what you just said. If you're just rambling feature after feature after benefit after benefit, they’re going to forget. They’re going to retain less than 10% of what you said. At the end of the video, they’re going to be excited and they’re going to be umm, what am I excited about? 
Maybe you get them so excited that they buy, but then you know what happens? You got somebody that bought out of sheer impulse and they’re very likely to refund when that impulse and that excitement dies down the next day and they wake up and they're like oh crap, I spent $300, whoa, what did I buy? You don’t want that. The only way to get them to stay is if you show them that video again. 
Again, pace yourself and keep it short and simple. 
Let’s talk about some scripts and the different types of scripts. I'm going to start with some templates. We’re going to go through this rather quickly, we’d be here for 5 hours if I spend an hour on each one of the templates. I'm going to talk to you about each bullet. Each one of these has either 5 or 6 things that you need to cover.
The No Brainer Template starts by stating the obvious. The no brainer template will state the obvious right in the beginning, then it explains more about what you just stated, and then it poses a question. Then, once we pose that question, we present the solution. We talk about what the solution is, and what it includes. Obviously, the solution is the product that you're trying to sell. At that point, we give them the guarantee and we throw something in. 
This is the point where you want to make things risk free. The risk free is kind of the bonus. What we do with the No Brainer Template is we give them a guarantee and we throw in something they didn’t expect on top of that solution to make it a complete no brainer. If they were willing to buy it just for the solution by throwing in a bonus, well wow, now that’s a no brainer. Then, we call them to action. At the end, you always should tell them what to do next. There’s only one or two instances where I would say you don’t have to tell them what to do next because it’s presumed. 
Here’s an example. Let’s say we’re doing a product about list building. You state the obvious. The obvious, I might start the video by saying something like this. I might say something like everyone knows that the money is in the list. That’s the obvious. I stated the obvious. Then, I would explain the obvious. Everyone knows that the money is in the list. Obviously, for those people that have a big list, they’re going to be making more money and every single time that they send an email, they can make a bunch of money. 
Now, I pose a question. What could you do if you had a big list? What could you do if you would be able to send emails and make money on command? Now, I introduce the solution. Well, how about purchasing this product called List Building Formula. List Building Formula is—and now I tell them what it is—a training course that covers how to do this, how to do that, and how to do the other thing. It includes a PDF document, it also includes video modules. You get the point here? The best thing about it is that we guarantee 100% satisfaction for 60 days. And if you act right now, we’re going to throw in—and now you add a bonus, something that they didn’t expect—the quick start guide to building squeeze pages, or something like that, whatever it is. 
Now, you call them to action and you say it’s time to grab your copy of the List Building formula right now. Click the button on the right side of the screen, and we’ll see you inside. 
Okay, do you see how we went through that no brainer template? We stated the obvious, we started right away with a bold statement. Everybody knows the money is in the list. Then the next one, obviously the bigger your list, the more money that you can make on a monthly basis. Then, you pose a question. What if you were able to build a list this fast, and what if you could do this and do that and do the other thing? What could you do with that sort of power? Present a solution, tell them what it is, what it includes, the guarantee, the bonus, and then tell them what to do. Very easy template to follow that will work for most sorts of products. 
I just pulled a list building one out of the air there and I'm just literally doing this on the fly here, just reading the slides as we go. You see how you might be able to interchange these? You know what, this particular template works well when these things are in this order, but they don’t necessarily have to be. Sometimes, I change  around the order of the first three bullet points and that works pretty good as well. 
The Dreamer Template. This is another template. This one also has six bullets, and this one, it taps into the person like having them imagine a place where things are beautiful and they don’t have the problems that they have now. Imagine a world where you can walk into the movie theater and all eyes are on you. Imagine a world where you don’t ever have to worry about whether or not you have something to wear. What if you could only step on the scale and see that you had this, this, and the other thing? 
What if all you had to do was take this one little pill every single day and not have to worry about gaining weight? This is the benefits of all the prior. Well, you wouldn’t have to worry about your health, you could play more with the kids, you can actually look good and get lots of compliments from people when you go out. You mention some benefits here.
Then, I introduce the product and I simply say the name of the product. Omar’s Miracle Diet Pill. This thing is going to change your life. Now, I described the features. This thing is easy to swallow, it’s a gel cap, there’s no disgusting taste or anything like that. It’s only once a day. You can drink it with milk. We also have the powdered form. That way, you don’t have to take a pill if you have swallowing pills like my wife does. Then, you describe all the features.
Do you notice what we did? We talked about some benefits first. Benefits are what we covered before we even introduced the product, and then we introduced the product, and then we described the features of the product. At the very end, we say now is the best time. 
The Dreamer Template takes them from imagining a place and the close on the Dreamer Template has to be one that indicates why now is the time. You can’t just call them to action and say okay, go ahead and click the button on the right. You have to let them know hey look, now is the time to act. The reason that it’s the best time to act right now is because it’s October and it’s nice and chilly out, you don’t want to get these things in the summer time because by that time it’s too late, because if you get them now, you have plenty of time to get fit for the summer. You see how I just pulled that out of thin air and I just gave you a reason why now is the time? 
You can always find a way to justify a calendar date or the time or the month or a season by just saying hey, now is the best time because it’s fall, bcos it’s not spring. If it was spring, it wouldn’t be the best time. You can always just say that now is the best time because it’s not another time. Again, saying that now is the best time snaps them out of the imaginary world that they were in a minute ago when we started. That’s one of the things that makes the dreamer template work. 
Moving on to the Targeting Template. Okay, now this is one that is important. I want to make sure that I explain this one a little bit. The Targeting Template isolates your prospect. This tends to be good when your traffic is a little bit colder and broader. Let’s say that you're creating a web video for traffic that is not easy to pin down, it’s going to be all kinds of traffic, maybe traffic coming from this sort of a website, it’s just cold traffic, you don’t know if it’s male traffic, female traffic, elderly traffic, young traffic, middle aged traffic. You don’t know what type of visitor you're getting. 
What you want to do is start it with a prospect isolation question. Something like do you suffer from hemorrhoids? If you don’t suffer from hemorrhoids and you're not an ideal customer, you're going to move right on. “Do you suffer from hemorrhoids or do you know someone that does? You know, those painful little things that get all up in your butt and make it difficult to sit down and make you have to put your hand down your pants and scratch all the time, embarrassingly in public.” 
First of all, I isolated the prospect by putting that question in front of them. I described the problem very vividly there, and I reminded them of the pain so that they can relate. This person that has this problem is now like oh yeah, jesus christ, I got his attention. The other guy is either here laughing his ass off because I'm using humor or he left and that’s fine because I don’t want him, he’s not a buyer, stop wasting my bandwidth, I want the buyers.
Now what we do the way we transition this person in the Targeting Template into the action call is we use the Feel Felt Found. After we’ve gone through reminding them of the pain, and we related with them, we said “I know how you feel, I’ve been there myself and I’ve felt the same way until I found Omar’s Hemorrhoid Be Gone Cream. Yes, Omar’s cream is really going to solve this problem for you. As a matter of fact, what I did is I took a little bit of it and I put it on this paper towel and I just stuck it in my underwear, I wore it all day long, and it solved the problem. Within 24 hours, all my hemorrhoids were gone and now it’s just excellent. You can get your own.”
I Feel Felt Founded them, comically, obviously. I'm using an exaggerated example, but I'm sure you get the picture. I Feel Felt Founded them, I made that as a verb, that Feel Felt Found, into the solution by using the actual words Feel, Felt, and Found. I know exactly how you feel, I’ve felt the same way, and what I found was, boom. Then, you introduce the solution. Then, you describe the process that the solution took you through. 
You actually talk them through what you had to do once you had this solution in order to make it work. This is what gets you to the call to action and says to them hey, do it. This is a very quick way—you can do this all within a minute. You can really craft this, you write this down, make sure that you have about 150, 200 words max, because anything over that would be more than a minute.
Okay, let’s move on to The Classic Template. This is my favorite template of all. I’ve made millions of dollars using this template. You guys have heard me talk about it before in the My Unfair Advantage member’s area. It’s got 5 simple steps. This is the template that I learned when I was going door to door, this is the template that I follow when I create most of my sales videos, my JV videos. It just works. It’s so easy to fill in the gaps.
Introduction, Smile, Eye to eye contact, and enthusiasm. You got to have a smile, you got to have eye to eye contact, and enthusiasm. If you're doing an animated video or you're writing the script obviously, the introduction is real short. It’s real simple. “Hi, Omar Martin here.” Can you tell that I said that with a smile? I know you can tell that I said it with a smile. The facial expressions that the speaker has carry across in what he’s saying. When I say “Hi, Omar Martin here.” You can tell that I'm smiling as opposed to if I'm frowning. You can tell that I'm frowning versus I'm smiling. 
Your introduction, super simple. “Hi, Omar Martin here, along with my partner John Thornhill.” Boom, that’s the introduction, done. 
Short story. Who we are, what we want, and why we want it. Who, what, why. You’ve got to get this out right away. Remember we talk about getting the meat upfront? When somebody doesn’t know you, they’re not familiar with you, they weren’t expecting to listen to you and all of a sudden you're in their face, there’s 3 subconscious questions that must be answered right away if you expect them to continue paying attention. 
That is who the hell are you, what the hell do you want, and why are you all up in my grills, son? Yes, that is a question you need to answer. Why are you all up in my grills, son? Who, what, and why. Who are you, what do you want, and why do you want it? When I was going door to door selling Pizza Hut coupons, “Hi, nothing crazy, my name is Omar and I'm stopping by on behalf of Pizza Hut. I'm sure you're familiar with them, right? They’re a big pizzeria at the block. What we’re doing is actually celebrating our 10th anniversary. They got me running around out there because they want me to hand out some free pizzas. You do eat pizza, right?” 
Okay, you see how I just did the who, what, and why all in the first few seconds there? Who I am, well the introduction was Hi I'm Omar. Then the short story is who, what, and why. We’re Pizza Hut, and what we’re doing is going door to door giving out free pizza. The reason we’re doing it, why, is because it’s our anniversary. That’s the who, the what, and the why.
Now, the person’s mind is going oh, okay, that makes sense. You're from Pizza Hut, you're giving out free pizza because of your anniversary. Okay, I’ll listen to the rest. That’s the way that it works.
Now, the presentation is all about the products and the features. In this particular presentation, I typically like to start with the price upfront. I usually do a price comparison. I say okay, cause I’ve already mentioned pizza, I’ve already kind of mentioned the product and what we’re doing in the short story here. I say here’s something like okay, you know how normally a pizza might cost you $30 once you go out with the family, by the time you get the pizza, you get the soda, you get the wings, you get the breadsticks. At the very least, it’s safe to say you're going to pay $20. 
Well—now I move into my presentation. I talk about look, for only $15.99, what we’re doing is giving you all of these pizzas—but now I'm explaining the features and the benefits of this particular coupon book that I'm selling. At the end, I'm going to close by telling them exactly what to do next. I say okay, right now, you need to click the big yellow button that’s on the left side of this video. When you click on that button, you're going to be taken into an order form. Enter those details and click submit. You’ll then be taken to a page where you're going to be able to download all of your free stuff, blah blah blah.
Now, you notice how I put in FIGS; Fear of loss, indifference, greed, and sense of urgency are what make this template work better than anything else. When you master the FIGS, you will have no problem creating amazing scripts for every type of video. You will maximize the power of every single one of these templates that I'm talking about right now. 
Go into the My Unfair Advantage archives, the webinar archives, and look for any video that’s titled FIGS. I have multiple FIGS videos in there. Make sure that you go in there and watch the FIGS presentation because it’s Omar. 
And then at the end, rehash, make sure you point out how this is risk free. Whatever purchase they’re making, whether they’re buying pizza or skin cream, make sure that they understand that this is risk free. How is it risk free? Risk free does not mean look, you’re going to be paying for this exactly the amount that you would pay if you went to Starbucks and bought a coffee. You're gonna pay for this exactly what you—that’s not risk free, that doesn’t take the risk away.
Risk free is when I feel like I'm insured, like okay, it’s okay if I make a bad decision, I'm not going to have to worry about it because I’ll be able to get my money back. You’ve taken the risk away, or you say to them look, if you don’t like it, you’ll still be able to keep this. We’re also giving you this additional gift which alone is worth twice the price of your initial product. In their mind, they’re like oh okay, if I don’t even like the initial product, I’ll have that free gift. 
It’s the reason that when you're watching an infomercial, they also throw in a free gift that has absolutely nothing to do with what you're buying. You're buying a set of gift knives and if you order now, we’ll give you this free pocket flashlight because look how hard it is sometimes to see the key when you're trying to open your door at night, this little flashlight will help you—what the fuck does that have to do with knives? I'm buying knives. 
Okay, here’s what it has to do. It threw a rehash in, it threw a risk free. So now the person in their mind they’re like oh wow, look at that. Even if I make a bad decision and I buy these knives which I didn’t really need, at least I can get some use out of the flashlight. That will work the other way around too. You could do the whole infomercial about the flashlight and then at the end say hey, don’t worry, we’re also going to throw in this set of gift knives. It will work either way because you're showing them oh wow, look at all this extra value I'm getting and that removes the risk from the initial purchase. Makes sense?
I'm going to give you this 5th one, this is the Gripping Template. This is a fun one to use. I use this from time to time, especially when I'm doing explainer videos. This one has 6 bullets, and I start with some sort of a shocking or incredible statement. Sometimes, I even use In Media Res when you start a story in the middle and then you start telling it in retrospect. You start going back telling the story. Sometimes, I leave them hanging. 
I’ll give you an example, I did this recently where we started it with a statement that said we set out to accomplish the impossible. It had never been done before. We had no idea that it would turn out this way, but it did. Looking back at everything that we went through in order to make it happen, it’s all worth it now but man, when we were going through it, it was tough. Can you imagine being the only person to ever climb Mt. Everest? Could you imagine not having any instructions, not having this. 
Do you see what I'm doing now? I didn’t tell them what I was talking about, I kind of used suspense and I kind of gripped them into staying and keeping watch by telling a story. I opened with a shocking or incredible statement that made them go like huh, what’s he talking about? I'm not sure. That just sounds exciting, but I don't know what the hell he’s talking about.
And then, I go in to explain a little bit more about it in retrospect saying looking back at it all now, I can understand how this happened and that happened. While we were going through it, I didn’t know why this happened, and I didn’t know why that happened, and I didn’t know how this was going on. What you're doing is you're putting them in the situation that you just described. You just created a whole bunch of emotion and suspense, now you want to put them in those suspense shoes, so to speak. I want to place them in the suspense that I just created.
Now, I go into the pros and cons of that suspense. “It could’ve gone this way, this could’ve happened, we could’ve fallen off the mountain. We also could’ve frozen to death out there. This could’ve happened. We could’ve ran out of food, we could’ve done this, but we were prepared. We had Omar Martin’s Mountain Climbing Survival Guide with us. Yes, Omar Martin’s Mountain Survival Guide was in our pockets the whole way and that’s what saved our lives. 
If you want to live longer and you want to survive on your next mountain climbing trip, you need to take action right now. You know what? We’re going to throw in this swiss army knife which is valued at more than the actual price of the product, so go ahead and grab it right now.” I just made it risk free.
You see how I just went through The Gripping Template kind of with a story? This is the kind of thing that you want to do with your videos. You know what? You can take one of these bullets from the gripping template and throw it into the classic template. You might want to take another one and put it in here. Play around with it. Keeping it to five or six of these points are going to help you be concise. 
The idea is to talk less, not more. Get the feelings that you want to get across with the least amount of actual words. When you combine words with visual imagery, it’s a lot easier to get your point across. Sometimes, all you need is a few words in a video to really get the point across. 
In closing, I just want to make a couple of points here. First of all, be concise. Be direct into the point, and don’t overthink it. Don’t talk too much. Look, all of the cool little features and things that your product does, and all the cool things that you're including, they’re all cool but you don’t need to say them all in your one minute explainer video. You can add all those bullets and stuff on sales copy on the page and text, the video is just meant to keep them here. The video is just meant to grab them between the eyeballs, and make them pay attention, and make them stay on your page where they can read and you can have a chance to sell them. 
Everything about your product isn’t important. You may think that it is, but that’s only because you're the product creator and you should think everything is important. But in reality, what’s important is the benefits. In reality, what’s important is that you get your point across and you get the meat in the first four to six seconds of that video because if not, I'm going to surf away, I'm going to be somewhere else.
I hope these templates help you, and I hope that you can use them to create scripts that are really, really powerful, really, really concise, and make you a lot of sales. Thanks for watching, and I’ll talk to you soon. Take care.