How to Write a Script for Marketing and Sales
Remember the days of “cold calling” when it came to sales or marketing? Even the publicity sector did it this way, reaching out to virtual strangers based on a phone number list sitting in front of an account executive, leading to him or her going through the “pitch” of the story…which almost always ended up sounding as if they were begging. Pretty lame, right?
Well fear not because cold calling is dead. In its place have come modern prospecting techniques that work, among the most game-changing of them being spokesperson videos on websites. But before a spokesperson video can be implemented, a professional script must be drawn up for the talent to go off of; after all, what is your spokeswoman or spokesman supposed to say to get your message to the right crowds?
Script writing is where it all begins, and trust us when we tell you it can be the difference between the success or failure of your video and message. Often times, planning, testing and refining the script is an ongoing process; as you build the script and include questions to ask prospects, handling objections and closing techniques, you will maintain better control over your marketing staff and ultimately close more sales.
How to Write A Script for Marketing
1. Write a Compelling Script –
In your video message, you only have seconds to capture the prospect’s attention, so don’t just ask for a “few minutes;” make the question compelling, such as “If I could show you how having [company name] as a business partner could save you time and money, would you spare a few minutes to hear about it?” or “I’d like to discuss how [company name] has helped companies just like yours increase productivity and cut costs. Can I ask you a couple of quick questions?”
2. Write Your Script’s “Questions” as Open-Ended Ones, Not Closed-Ended –
What we mean by “closed-ended” questions are those that can be answered in a word or two, such as “How many employees do you have?” or “Are you looking to change vendors?” Do not ask a question like the second one we mentioned, because it could slam the door in your face – open-ended questions allow the prospect to think about the answer in a more “free-minded” approach as he or she watches your website video.
3. Prepare for Objections –
When you’re in any kind of business, objections now and then from your targeted demographic are unavoidable. Work with others on your team to develop good answers to the common objections you will encounter after prospects see your video and then call your office; a well-prepared scripted answer will keep the selling process moving forward.
4. Consider Your Demographics’ “Behavioral Style” and Prepare Closing Scripts for Each –
At the end of the day, you don’t want to hear that your prospects are saying “I’m not interested” after seeing your spokesperson do his or her thing on your website. Be sure your script, as read by your spokesperson, asks questions like “Don’t you believe this will solve your problem?” as to suggest an affirmative approach.
The Answer to Your Script Writing Dilemmas: Green Screen Talent Now
Of course, you can always leave it to the professionals – and that’s precisely what you’re doing when you turn to Florida’s Green Screen Talent Now. From professional writers and editors to quick turnaround times, affordable pricing, the ability to provide any content or style and the use of psychological triggers to get more engagement, GSTN can handle the creative side of scripting for video that complements and delivers your message.
Our seasoned writers know exactly how to write a script for marketing, and will take your ideas from concept to completed script, creating an engaging message that’s aligned with your product or service – even creating an outline for you to review and approve…it’s that easy. Once your script is completed, we then pass it on to the spokesperson talent you have selected.