How can you write video scripts that match the buyer's journey?

1 Awareness stage

The awareness stage is when your prospects realize that they have a problem or a need that your product or service can solve. At this stage, your goal is to educate them, build trust, and generate interest. Your video scripts should focus on the pain points, challenges, or goals of your audience, and provide valuable information that helps them understand their situation better. You should avoid being too salesy or product-focused, and instead, use storytelling, emotion, and humor to capture their attention and curiosity. For example, you could write a video script that tells a story of a customer who faced a similar problem, and how they overcame it with your help.

2 Consideration stage

The consideration stage is when your prospects are evaluating different options and solutions to their problem or need. At this stage, your goal is to differentiate yourself from your competitors, demonstrate your value proposition, and address any objections or questions. Your video scripts should focus on the benefits, features, and proof points of your product or service, and show how you can solve their problem or meet their need better than anyone else. You should also use testimonials, case studies, or demos to showcase your results and credibility. For example, you could write a video script that compares your product or service with others in the market, and highlights your unique selling points and advantages.

3 Decision stage

The decision stage is when your prospects are ready to make a purchase decision and choose your product or service. At this stage, your goal is to persuade them to take action, overcome any remaining doubts or barriers, and create a sense of urgency. Your video scripts should focus on the call to action, the offer, and the incentive. You should also use scarcity, social proof, or guarantees to create a sense of fear of missing out or risk reduction. For example, you could write a video script that invites your prospects to sign up for a free trial, a discount, or a bonus, and emphasizes the limited time or availability of the offer.

Writing video scripts that match the buyer's journey is not easy, but it can make a huge difference in your video marketing success. By tailoring your video scripts to each stage, you can create more relevant, engaging, and persuasive videos that connect with your audience and move them closer to becoming your customers.