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marketing your business with online video

Public Speaking on Video: To Script or Not to Script, That Is the Question

Recently a colleague of mine, Lon Naylor, contacted me about coming and teaching a free webinar to my subscribers. Lon was on the development team at Microsoft responsible for actually creating Powerpoint. I’ve been through his trainings and he is the real deal; of course I jumped at the opportunity to present my community with awesome content.

Normally when I do a phone call with a colleague, they send me some bullet points about their talk to share with you, maybe put a picture of me on their website and provide a link so you can register. That’s pretty standard and works well. But that’s NOT what Lon did.You’d expect a guy who is a master at coming up with innovative and creative ideas to do things differently. And wow–did he ever!ScriptAfter we scheduled his appearance, the next thing he did was send me a script. Now I had an idea that the audio I recorded from that script was going to be set to a video because that’s what Lon does, but I had no idea what the end result would be. And it turned out to be a riot!

Lon still laughs with me about the audio I gave him because I made a few small “tweaks”, shall we say, to his script. You see, Lon hangs out in the world of “internet marketers” where they use words like “crush the competition” and “create killer” such and suches. But as you may have guessed, I’m not a killer, crusher kinda gal. So when Lon sent me a script with the word “killer” in it, I made a couple changes.

Because I had a script, I was able to get my recording done in one take, on the fly – literally on a Monday morning as I was rushing to get the kids out the door. I said, “Everybody be quiet for 2 minutes. Mommy has to make a recording!”

Then I sent Lon the .mp3 and was done. What he did with it was such fun! I have never received so many positive comments about an invitation in my 5 years online. You can see that here.

As a speech consultant and coach, I often get asked if business owners, experts and entrepreneurs using video in their marketing should write a script. As I was preparing a presentation about this very topic, I was reminded of my experience with Lon. As a result, I came up with a graphic explanation of how, when and why you should use a script and when you don’t need to bother.

It boils down to this: The more “serious” the commitment to your call to action, the more scripted your videos should be. Here are the three levels from the graphic:

No-Low Commitment: If you are using a video on YouTube for example and the most you’re asking is for your viewers to visit a website by clicking a link, no script needed.

Low-Medium Commitment: If you’re using a video on your landing page asking for your visitor to give you their name and email address, there’s some commitment in that. They know you’ll be starting a relationship and emailing them. So you need to have your video a bit more scripted, but it’s ok to make some changes as you go along (that’s what I did with Lon’s script).

Medium-High Commitment: If you’re using video on a sales page that is designed to ask your visitor to make a financial investment (like giving you money for your product or service), then you need a script that ensures you explain why they should do that, share specific benefits, and pay close attention to your language. Write and revise this script until it’s just right to speak to your ideal audience. And don’t make any changes along the way.

With the popularity of marketing your business with online video booming having this guide should help release you from your worries about having to write a script for every video you do.

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