Once you have engaged or hooked your audience's attention and they know for sure this video is about them and their problem or aspirations, you can begin saying something about what your product or service will do to fix the problem or meet the aspiration.
Example: Acme software services understands your situation. Since 1992 we have helped X to meet commitments on time, with fewer people and without unexpected expenses. We make the X, and it…
You should avoid putting too much about your features and benefits into the script. When you pile a long list of the stuff you do or have into the script, you will most likely start losing audience attention and they will bail, hit the Back button and move on.
Being able to add proof or evidence in the script is a good idea. In the above example, it says “since 1992” and that can be considered proof or evidence that your business is stable and established. If I’m trying to solve problem X, I want a company that’s been solving that problem for a while. Another form of proof that works is a quick success anecdote:
Example: One of our customers was able to reduce downtime by X and has saved X dollars in the past 36 months. That means they now have a larger budget to invest in strategic initiatives.
Notice that the second sentence starts with “That means”? This is a device to “sell the sizzle.” You tell the audience what it means to them when they buy from you. In this case it means more money for strategic initiatives. Of course, your audience may be thinking “More money for my bonus!” As previously stated, people spend most of their time thinking about themselves.
After you have explained your product or service (what they get); provided proof (why they should believe it); you then end the video script with a call to action (what they should do). The CTA is simply the next step they should take if they are interested. You don’t have to make this long and definitely it should be absolutely crystal clear and easy to understand. Simple, short CTAs have been shown to be very effective..
Here’s an example of a good short CTA: “Call to Learn More” - or another variation: “Call or fill out the form to learn more.”
That said, you may have something really powerful that is more involved and will require a longer CTA. Some companies offer free audits or assessments, and high-value content. In that case you can spend more time on the CTA to make sure you sell them on taking the next step of making a call or filling out a form.