Okay, welcome to part 2 of fast and easy video scripting so that you can create even more compelling videos with some more templates. In the last video, we talked about some important stuff and I shared some templates to help you put together some really cool scripts that you can use to create one minute explainer videos and here are some things that I want you to keep in your noggin when it comes to creating your scripts and your actual videos. 
First of all, keep it super simple. I know you’ve heard the KISS analogy. You’ve got to keep it super simple. Don’t get complicated and start over-explaining things. One of the biggest mistakes that people make when they’re starting to create products, create videos for their products, is they feel that every single little detail about their product is important to explain to people before they buy. They end up overselling. There’s actually a thing called overselling where you just talk them out of buying. 
The idea with getting people to buy and buy now is to trigger them and hit their hot spots, and to just basically give them the important things that they need to know. You may say yeah Omar, what exactly is it that they need to know? How do I know which part of my product to focus on? Well, the answer to that is going to be different for everybody, but the answer for you is going to depend on how well you know your audience. 
How well do you know that specific traffic source that you're creating the video for? Are you creating that video for a very, very specific group of people that have a very, very specific problem? Those specific people will tend to have specific objections. Those are the hotspots and the features of your benefits of your product that you need to touch on. Everything else, you can address on the sales page or in bullet points beneath the video. Keep it super simple. 
During your video, keep them entertained. I once had somebody ask me, they said you know what Omar, I have to have these long videos because I do these products. Some of my videos are an hour long and there’s just no way to keep people engaged and entertained in an hour long video. You know what my answer to that is? My answer to that is bullshit. Yes, there is. You know what? That movie Avatar, that thing was like three hours long or something like that, but I was glued to my seat the whole time. Why? Because it’s entertaining. 
I watch things and continue watching them as long as they continue to engage me and entertain me. The minute that they’re boring, the minute that they stop entertaining me, I leave. I stop watching them. Keep people entertained. There’s a lot of ways to entertain people. You can entertain them with humor, you can entertain them by telling a story which is important. The key, though, with explainer videos is keeping that story short enough. 
How do you abridge a story so that it fits within one minute and has all the keypoints? Well, the best way to do it is to just follow the templates that I’ve been talking about. There’s a specific template for each scenario, and you might even be able to combine parts of different templates for your particular scenario. I'm sure you can understand that it’s impossible to predict every particular type of product or offer scenario that you may need a script for. 
It’s impossible to have an infinite amount of templates, but with the stuff that I’ve been talking about in these videos, you should be able to put together what you need to create a really good and concise message for your video. 
Here’s something that a lot of people miss. Keep them emotional. People buy products based on emotion. Don’t kid yourself, you can smack them with logic between the eyes, but if they don’t feel compelled to buy it, if you haven’t tugged on the specific emotion that’s going to cause action for them, chances are they’re not going to buy. You know who doesn’t buy based on emotion? People that have a shopping list. People that have actually created a list and gone shopping for your product.
If you're trying to sell stuff online and using things like artificial traffic, SEO, organic traffic, you're trying to get your product in front of people, people that didn’t plan on buying that today. Therefore, you're taking someone that had no intention of buying your product, might not have even heard of you or your product before, and you're trying to get them from zero impulse to the point of buying now in a matter of a couple of minutes. How you're going to do that, it’s definitely not going to be with logic. Emotion is what causes people to take action and make purchases and do things that they weren’t otherwise planning on doing. 
The biggest mistake you can make us think that you can reason somebody that’s never heard of you before into buying your product solely based on logical conclusions that you're trying to impress upon them. It’s not going to happen.
Keep them saying yes. In my entire career of sales, the number one goal of every sales encounter was to train your prospect to say yes. Every single thing during my sales pitch was geared towards getting them to reply with a yes. I would ask yes, yes questions. I would ask them close ended yes, yes questions that there was no possible negative answer to. I would do things that train them to be nodding their head, I would literally as I'm talking to them and looking at them, I would nod my head up and down in a yes like motion. That’s contagious, so they would do it too.
My whole goal throughout my presentation is to keep them saying yes. You can do this subconsciously through your videos as well. We’re going to be talking a lot about that in a couple of these templates that I'm about to reveal to you now. But the key is during the video, do and say things that they are going to say yes to, so they’d literally answer yeah, man, I know that. They’re literally saying yes and agreeing with you. Just because you’ve made it an obvious no brainer. 
When you say something like hey, you breathe oxygen, I know you breathe oxygen, I breathe oxygen too. Yes, of course, they’re saying yeah, I breathe oxygen. Of course, because they’re human—we all breathe oxygen. So you see, it’s very trivial and it’s a very silly example that I just made, but you want to keep them saying yes, you want to train people to say yes during your presentation. 
Speaking of presentations, let’s talk about some templates here. I'm going to go over the FIGS template. The FIGS are very, very powerful. You heard me mention them in the prior video, and in this particular template, we’re going to talk about what it is that raises impulse. What raises impulse is fear of loss, indifference, greed, and sense of urgency. Those four things will cause more action in people than anything else that you could possibly do. 
With the FIGS template, right off the bat, you describe what your product is and what it solves. Literally, your opening statement would tell them exactly what your product is and what it solves. Let’s say my product was a computer keyboard and I would say this apple soft touch keyboard is amazing and it solves that problem that everyone has that their keyboard batteries continue running out. This is a wireless keyboard that never runs out. That’s how the FIGS templates starts, it’s got to describe the product and tell them what it solves right off the bat. 
Then, you start hitting them with emotion. Fear of loss. You want to create a fear on them. Impending doom. Fear of loss could be something like hey, we’ve got a limited amount of these. As a matter of fact, we’ve only made 600 of them. See this number on this one? Right on the bottom here, the numbers that we have stamped on this keyboards tell you what model number it is. Only 600 have ever been made. 
Then, indifference. Indifference, it basically says to them hey, I like you and it’s important that you buy from me but not really. Don’t buy this if it’s not for you. Look, if you don’t have a computer to plug this thing into, then this probably isn’t for you because obviously this keyboard is for people that have computers. 
But, and now you move on to greed, Mary bought this thing because she has multiple computers and one of the cool things about this keyboard is that you can use it with all your computers. It will work with the nearest computer. As a matter of fact, this keyboard might even take over your neighbor’s computer in the other house. What greed does is it shows them that there’s other people out there. No one likes to be the first on the dance floor, and Mary, the fact that Mary bought this will actually relate with women that are thinking about buying this or watching your video. You might also throw in Joe or some other dude. The key is that greed factor helps people relate and it helps people think like oh okay, I'm not alone in this. 
Sense of urgency. People mix sense of urgency up sometimes with fear of loss. Fear of loss is more like scarcity. Fear of loss is like hey, we only have this many. You're going to lose out if you don’t get them because we’re going to run out. By the time you decide to buy, we’re going to run out. Sense of urgency is totally different. 
Sense of urgency is the time is ticking. Time is what’s running out. With fear of loss, the product is what’s running out. With sense of urgency, time is what’s running out. Letting them know hey, this is only available for a limited time. Then, you close the fixed template with an actual call to action saying okay, it’s time to purchase now always helps to make the call of action more powerful, it always helps if you make it risk free. If you say hey, take action right now because this is absolutely risk free. All the risk is on us with our 100% guarantee. Grab this, you won’t regret it. Something like that would be a powerful call to action to end a FIGS template.
Moving on, the Technical Template. This is one where if you have an actual physical product, something like a software tool, or something like that. A technical template deals a little bit more with logic than emotion, but you’ll see how it touches on emotion at the very end. It draws on them to realize to come to the conclusion like wow, it’s just—I’d be stupid not to get this. 
You're basically establishing the need right upfront with the technical template. You're coming out and starting your video by saying this is a problem. For so long, this has been a problem. This happens to everybody. I’ll give you an example. Let’s see, how would I start a video for technical template, I'm just literally right now in my head trying to think of a product. Something like this: people all over the world suffer from crotch rot as a result of keeping their laptops on their laps while they’re seated in bed. Yes, why? Well, I’ll tell you what happens. There’s heat, there’s heat that’s emitted from the bottom of your laptop while you're sitting in bed. What this does is create an unnecessary painful crotch rot. 
You may try ointments on this things, you may try this, you may try that. Now, I'm describing common solutions. But, the problem with that is that they’re messy, this happens, that happens. I'm describing problems with common solutions. Just because you established a need for the product, now you’re sharing with them look, there’s other solutions out there. We know there are, but these are the problems. You're basically throwing stones to your enemies. 
Now, what your product does, what we’ve developed, is actually a barrier between your crotch and your laptop so that heat is no longer an issue. Here is a crotch stand. Now, what I do is I give a before and an after demonstration. Without the crotch stand on your lap, here is the kind of results you're going to have. Now, you kind of do a before and an after picture. You’re going into the technical side of their brain for this, you're showing them hey, this is what happens before but now with the crotch stand, this is what’s going to happen, or this is what you’ll be able to avoid. 
The way that you want to wrap this up is by zooming in on the differentiating features. You want to talk about what makes your product different from all those other products that you just threw stones at. You don’t have to mess around with creams and ointments and things that take care of the problem after it’s caused the damage. Instead, use the crotch stand and avoid the problem all together. 
Now, once you’ve said that, you close by letting them know that the common solution that they might have been used to makes no sense anymore. As you can see, anybody after watching this video that still insists on using the ointment to relieve the pain after the damage has been done is just silly, it just makes no sense. 
You're basically walking them through a logical explanation in their head. You established a common need for your product. And again, I just made that whole crotch stand up, it’s the first thing I could think of. You're establishing a common need, something that they are like okay, yeah, I'm familiar with that problem. I may or may not have had it but I know that problem exists. Then, you're describing problems with the solution of that problem. 
You might say okay, yeah, I’ve heard of those ointments that take care of crotch rot from laptop damage. Yeah, okay, I’ve heard of that. These are the problems. Oh, I didn’t know that was a problem, I didn’t know it causes your genitals to fall off, I didn’t know that that’s going to happen. You're basically describing problems with the common solutions. Then, you're going to explain what your product does. What our product does is avoids this issue from ever happening. Then, you're going to give a demonstration before and after the use of your product. 
You're appealing to the logic centers of their mind. Then, you're going to zoom in on one specific feature, one specific feature that differentiates your solution from the common solution. If you’ve done that, if you’ve done the first five steps properly in this particular template, then at the end you just need to point out that the common solution no longer makes any sense because now they know of your solution. That’s the technical template. The yes, yes template. 
I mentioned this earlier, how important it is to get people saying yes. Well, here’s some ways that you could definitely use obviously, some very generic examples here. Do you breathe oxygen? Yes, of course you do. You start your yes yes video with an obvious question that the answer will always be yes to. It’s gotta be so common, it’s got to be somehow tied into the product that you're trying to sell, obviously. It’s got to be very, very common. It’s got to be literally something that nobody will say no to. 
Do you breathe oxygen? Yes of course you do. In the second part of this video here, and the second thing you need to do here, is you need to establish the fact that you're just like them. They are just like you because you also breathe oxygen, or because you also do whatever it is you mentioned in the opening statement. 
Since it’s been established now that you're both the same because you both do that same thing, now you're just going to recall the last time you did it and what you learned. The last time that I breathe oxygen, I realized that if I do it too fast I hyperventilate, that’s what happens obviously when you breathe too fast and you breathe too much oxygen, you blow off too much carbon dioxide. Again, in their mind they’re going yes, yes, of course yeah, that makes sense. You breathe too fast, you hyperventilate, that’s what it means. Breathing fast means hyperventilating.
Well, what I did is I tried XYZ product and this is what I found. You tell them the results that you had. You mentioned what you tried, and then what you tried the last time that you had the issue doing the thing that everybody does. Yes, yes, yes, yes, yes throughout this whole template and now this is what you found. This is the part that they go ohhh.
Now, you go back, now after you’ve caused that ohhh, really, that’s what you did huh. Once you’ve gotten that result, now you go back and reiterate the whole yes, yes question that you started with. You can say now don’t you plan to continue breathing? Don’t you plan to continue using oxygen? Of course you do, and so do I. Well, XYZ makes sense for people like us. People like you and me need XYZ. That’s how you end the yes, yes template. You’ve literally walked them through a psychological agreement where you’ve trained them to say yes by simply starting with a question that is just obviously yes as the answer to it. 
Okay, now this is funny because reciprocally, the no way template does the opposite in just about the same way. What you do is instead of asking a yes, yes question, you ask a question right at the beginning that would be like a no way question. You start with would you ever do—and then just some crazy exaggeration thing. Would you ever jump off a bridge head first without a helmet from 300ft just because your friend said it would be cool? Of course not. That makes no sense, neither would I. I'm just like you. Why would anybody jump off of a bridge without a helmet from 300 ft? 
Well, you know what, I’ve actually looked into why people jump off bridges at all. Here’s what I found. Check this out. I actually recently went to XYZ amusement park and I thought it was crazy to go bungee jumping but I tried it. You know what I found? I found that it was awesome and it did this or it did that. You don’t want to snap your neck jumping from a bridge without a helmet from 300 ft just to impress your friend, of course not. Nobody does. That’s why XYZ amusement park makes sense for people like us. 
Okay, so again, that is the no way template. That example might not be very—I don't know what word to even describe that because I just again pulled it out of thin air. Some of these templates will work for your particular product, that’s why it’s a good idea. The yes, yes template. You can create a yes, yes video or a no way video over the same product and you can split test them and see which one has a better result in getting people to take action. Why not?
Okay, moving on. This is a cool, cool template. I like this one. If anybody is a media buff or a movie buff, you’ll know what Medias Res is. In Medias Res, the In Medias Res Template starts mid-story. Have you ever seen a movie where it literally starts in the middle and then the story is told in retrospect moving forward. It usually starts at some really, really crazy part where like oh my god, I can’t believe that just happened. It just grabs you. And then all of a sudden, the story starts to go in telling you how they got to that point. Okay, that’s called In Medias Res. That type of writing where you tell a story from the middle, you start with okay, that’s called In Medias Res. That’s what this template kind of does. 
The problem with this template is very easy to get carried away and make the video longer than it has to be. The key with this is opening within mid-story dramatic action. A mid-story dramatic action, then you follow it with describing the events that followed after that dramatic action. Then, moving on and saying I thought I was going to have to do boom and then have a severe response to that dramatic action. Now, you're talking about an option that you might have had, and then you're going to offer the alternative to that severe response. Then, you're going to finally say what led to that opening action. Then, you're going to tell them that they need to take action now. 
Let me give you an example again, I'm going to pull one of these just out of my head here, see if I can make up a good one. I started chasing the kids out of the house with a broom and throwing anything that I possibly could at them. I mean, I literally thought that there was no way after that that I’d be able to get all this stuff taken care of and cleaned up. I thought I was going to have to totally replace my carpets, but no. I didn’t have to totally replace my carpets, I was able to buy resolved carpet freshener and stain remover. By spraying it on my carpet, I was actually able to get rid of all the stains that the kids tracked in with their dirty shoes from football practice. 
You should go and grab this thing right now because it’s going to help you clean your rugs and not have to chase your kids with a broom. 
Okay, you see how I just made that up, obviously. We started in the middle of the story and that tends to—when you tell a story this way, it tends to keep people engaged, it tends to keep people listening. That wasn’t a true In Medias Res in the actual copywriting context, that In Medias Res happens. It was a quick story that led to me positioning a product and started in the middle somewhere. I'm sure you noticed how I was bringing people back to the description of what happened and what caused me to start chasing the kids out of the house with a broom. 
These are the kinds of templates that keep people engaged, these are the kind of things that actually keep people glued, keep people watching. They want to know what’s going to happen at the end. The In Medias Res template. The key with this one is to make sure you don’t go too crazy into too much detail about the story and about trying to keep them engaged because then you're going to end up overselling like we talked about in the beginning.
Alright, what’s important to keep in mind about this video? What should you keep in your noggin? Well, keep this in your noggin. People base most purchase decisions on emotion. Most, again I say most purchase decisions because obviously some purchase decisions are made based on logic. I ran out of toilet paper, I got to go buy toilet paper because I need it. Let me put it on my list. When I go over to the store, I'm going to buy toilet paper. That’s a logical purchase. 
Most purchases—particularly the ones that you're probably trying to sell online—they don’t deal with logic. Nobody wakes up in the morning—well, how many people do? Most people don’t wake up in the morning and turn to their spouse and say wow, I really hope I find that product online today and I just come across this thing and just end up spending an extra $200 that I wasn’t planning on spending today. Nobody says that. They buy based on emotion. 
The guy that’s going to get the sale is the one that’s the best at tugging on those hot spots and pulling in those emotions and getting people to take action. People buy things based on emotion, and then they justify what they bought with logic. See, after they make their purchase, the next day, they’re going to be thinking about was it worth it. They’re going to evaluate okay, this is what I’ve got. Is it worth keeping? They’re going to justify their purchase with logic, that’s why you have to overdeliver. That’s why once you go them inside your member’s area, once you’ve delivered your product to them, you’ve got to make it a no-brainer for them to keep it. 
People base most purchase decisions on emotion. Keep that in mind when you're creating your next video. Thanks for watching, I’ll see you in our next video. Take care.