Seattle Community

Stephen Monday
Professional Web Copywriter, Response-Based Creative writer
Monroe, Louisiana
Very helpful
out of 10
4 votes

Your Cash Cow: The Sales Video Script

A great sales page is still a must – but more and more Web sellers are using sales videos to crush their competition. It is no secret – people love video.
Written Nov 17, 2011, read 2939 times since then.


Things tend to evolve quickly on the Web, especially in marketing strategies. Techniques that worked great a few short years ago produce little to no results today. What method has proved to be the mainstay cash generating effort?

This is an easy and obvious answer – the sales video script. This is nothing “new” so to speak; sales videos have been growing in use, year after year – but, the script writing for the videos has gotten better and better – year after year.

A great sales page is still a must – but more and more Web sellers are using sales videos to crush their competition. It is no secret – people love video. When it comes to making sales online, the use of great sales videos will only increase.

Whether it be for products, or services, online sales videos have taken the Web by storm, and it is the super tool of the future for successful Internet marketers. The better the content contained within these videos, the better the sales. Conversion rates tend to go through the roof for sales videos that are done really well.

A good sales page may convert visitors at 5 to 7% using copy alone, but when you add a great sales video to the same page – conversion rates go up dramatically. (Some as high as 11 – 38%)

These kinds of numbers sound almost unbelievable, but when you combine all of the right elements into a Web sales campaign, they are not unheard of. A lot of different things can affect your response rates.

One of these things is the quality of the traffic. Visitors who are keenly interested in the content presented convert at much higher rates than passive visitors. To attract these kinds of targeted leads the content must be rich, unique, top quality material, aimed directly at what these viewers are most interested in.

Take for example the “make money from home” niche. This saturated niche is somewhat comprised of many low-grade, poorly written, often plagiarized content. A lot of these “sales” Web sites were seemingly “thrown-up” overnight and sport very little original concept material.

Yet some savvy marketers are absolutely killing it in this arena by providing high quality, top grade, sales videos that are informative, unique, and engaging. The sales video script is a critical component and tends to make or break the success of these sites.

Even a low budget video can still compete to make sales (think you-tube) if the script for the video is crafted by a professional sales writer who knows how to create a powerful script that resonates and strikes a nerve with viewers.

However, it is better still to use moderate-budget video producing equipment that gives higher resolution, less grainy frames, as well as better audio. Using a host site that supports higher bandwidth will allow your videos to appear much more professional looking.

Nevertheless, the script itself is still just about the most important element at work. Just because a video looks better, and sounds better, does not make the message it contains any better (Just easier to hear and look at). If the video script is weak, poorly written and is not compelling – even a professional actor plus a 1080 DPI will not help it to make sales.

By combining two of the most people-favored elements; (a great story, plus video) Web marketers have discovered they can generate very powerful Web Pages to hawk their goods and services.

Having a positive, solid script also gives the narrator a great boost in confidence so they may come off as being personable, and engaging, instead of boring or unsure of themselves.

To give your sales video “teeth” compose your script to address a very specific need your target market has. To keep it personable and believable, speak as though you are sitting right beside your viewers.

Give it a short introduction, but use the audience’s attention wisely by letting the focus of it stay upon them, their needs, and how you, or your product will benefit them directly.

By addressing viewers in this manner, you will keep their attention because they can relate – no one knows what is going on with them better than they do, and when you personify the script to them, they will engage the message.

If the script is all about your business, what you have done, can do, or will do, folks tend to disengage from this kind of script because they feel as though they are being “sold.”

By approaching them in the opposite manner, you will be able to break through the natural “sales barrier” of resistance, most people have set up. Once past this hurdle, you will allow them to “sell themselves.”

Keep your script clear, concise, and short. No one wants to hear an “all about you,” type of pitch – of course they want to hear about what you can do for them, but they would rather hear it from the point of view that concerns the “what is in it for them.”

At the close of the script give them several calls to action such as: “to learn more about how we can help you – call us at,” or “email us,” or “visit our Web site.” The sales video is a great tool that has the potential to reach a huge audience.

The better your script – the more sales you will make, the more leads you will bring in, the greater response you will achieve. Your video script can set the stage to bring in more sales, more leads, and huge rewards for your business.

Most sales videos are poorly produced, unscripted, and fall way short of the potential they have to generate massive response, simply because the producer does not know exactly how much power to “succeed or fail” the script itself has.

Give the next sales video you produce the gusto it needs to be a smashing success, by paying attention to the copy within it.

Your message can “set you apart from the rest,” and have folks scrambling for their credit card.

Is this the type of sales video you want to produce? Great!

Learn more about the author, Stephen Monday.

Comment on this article

  • Video Production and Graphics 
Redmond, Washington 
Scott Bell
    Posted by Scott Bell, Redmond, Washington | Nov 23, 2011

    You're right, it is all in the script. And you're right again, video lends originality and personality to a website.

    I'd add that for the love of god, please create no videos longer than 3 minutes. 2 minutes is better. 1 minute is best.

    And I'd add that creating just one video and popping it onto your site isn't going to do you a lot of good. Just like anything else online, update your content, post it when it's ready rather than all at once, and update with frequency.

  • Life, Prosperity, and Small Business Coach. Author. Speaker. Trainer. Singer/Songwriter. 
Seattle, Washington 
Kate Phillips
    Posted by Kate Phillips, Seattle, Washington | Nov 23, 2011

    Stephen, I'd love your take on length... and how it relates to conversion rates. I love short videos for some things, but it seems that a good sales video is also educational, more like a webinar, and could easily be 15 minutes to an hour (if there's great content), or broke up in several 20 or 30 minute chunks ala Eben Pagan, Jeff Walker, etc. "launches."

    I don't think I'm going to buy anything from a 2 minute video, but it might be the perfect length as a teaser to get me onto a 25 - 45 minute video that just might inspire me to buy - after I've soaked up some great content!


  • Professional Web Copywriter, Response-Based Creative writer 
Monroe, Louisiana 
Stephen Monday
    Posted by Stephen Monday, Monroe, Louisiana | Nov 23, 2011

    Hi Kate, and thanks for responding. My "take on video length in relation to conversions"? The whole point of the video is to introduce your product/service.

    Hardly anyone will buy on the first introduction - the average person has to be exposed to the offer six or seven times - before they decide to buy.

    (This is the same reason auto-responder sales emails are in series of 7) As far as the length goes - sales history has proven that the first introduction of your offer should not exceed 3 minutes.

    People are SO busy, they have many other things going on - it is best to simply let them know you exist - and what you can do for them.

    Most Websites which are very successful in sales videos have a series of short videos, this breaks the long "webinar" into more manageable chunks, so that folks can "manage" these bit of info (due to their personal time constraints.

    When people are really interested in a product/service they WILL come back to the Web site - and eventually BUY.

    Many thanks for your thoughts, and very best regards.


  • Professional Web Copywriter, Response-Based Creative writer 
Monroe, Louisiana 
Stephen Monday
    Posted by Stephen Monday, Monroe, Louisiana | Nov 23, 2011

    Hi Scott,

    Thank you for your response. I agree that short is better, as well as updating your site frequently.

    Folks like to know that a real person is responsible for the information in the offer, and that a person can and will respond to their questions or queries they have.

    Money is tight in this economy. People still buy, but they are more discerning about where their hard earned cash is going.

    A great video script will introduce your offer in a manner that "sticks" in the mind of the viewer.

    When they come back to the site, they are already interested, keep their momentum going forward to drive their interest by having a succession of sales videos.

    It appears that short videos that do so are rewarded by viewers by the sales which are made. If the product/service is of such that it needs more length of video to "explain" the offer;

    Then set up such an offer in which a certain one of the video scripts give enough "set up" detail about an upcoming "infomercial type" video that is up to 15 to 30 minutes in length.

    This will allow those who need this extra information a chance to make an informed buying decision, as well as get the info at their discretion.

    In most cases "shorter is better" when it comes to sales video scripts. There are some exceptions, but these are fairly self-explanatory.

    Thanks again for your response.

  • Video Production and Graphics 
Redmond, Washington 
Scott Bell
    Posted by Scott Bell, Redmond, Washington | Nov 24, 2011

    Right. Intrigue, set up, sell. :) Happy Thanksgiving