How to script the second sales video

Presented live on Tuesday, March 12, 2019

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You’ve learned how Copy Hackers scripts their first sideways sales page video to convey the big-idea, the big opportunity. Now you’re wondering, ‘What about that first practical step to achieve the transformation promised?’.

Wonder no more…

Join the Copy Hackers’ crew for this live Tutorial, featuring Ry Schwartz, to learn the skills you’re about to teach… the 0 to 30 mile per hour skill sharpener to create the best script for your second sales video.


Wahida Lakhani: Welcome. Welcome to today’s Tutorial Tuesday. My name is Wahida and I’m standing in for Jo because she is on a plane. But we’re super excited because we have Ry Schwartz who…

Ry Schwartz: Hey everybody.

Wahida Lakhani: …launches and he’s going to show us how it’s done.

Ry Schwartz: In case you guys didn’t realize we did drop video two in The Most Profitable Person in the Room workshop series that went live yesterday. Yesterday? Yeah. Monday. Cool. Why don’t you give us a yes if you’ve seen it or a no if you haven’t seen any yet. Just as a frame of reference. Greg has seen it. Yes. Bruce Netta, not yet. Brendan, yes. Great info, Steve. Alright, next. A lot of people have, some haven’t. If you haven’t seen it yet, it’s all good. This is actually just going to give you kind of the insider view of how we scripted it and then you could actually watch the final result and see how it all played out. Either way, you are in the right place if you are here today and we’re going to give you an inside look at how that video came to be. Cool?

Ry Schwartz: I’m gonna share my screen, and make sure I don’t break the worldwide web that is celebrating its 30th anniversary, which means it’s joints are probably starting to get sore. I think that’s when you start getting bodily problems at 30, at least I did. Internet is officially an almost old human. Alright, we are going to share. Will somebody confirm if I have shared successfully? Yes, I’m getting the thumbs up. Alright. This is Copy School Confidential Part Two. Last week we did part one in case you missed that. It should be posted somewhere as well, on the Copy Hackers site. And essentially what we’re doing is we’re just breaking down the behind the scenes of how we scripted the videos that you guys are now seeing on that workshop series.

Ry Schwartz: What was going on with number two? Well I call this … and I think I’m the only one who calls this … Jo doesn’t call it, Wahida doesn’t call it this because I literally just made it up about a minute ago. But the zero to 30 mile per hour skill sharpener is what video number two is all about for me. And what goes into that? Well, I mean there’s Jo that’s front and center. There’s me in the background doing things that no one really knows what I’m doing, but I swear it was important stuff. I wasn’t just pretending to work. I was actually working because why wouldn’t you work when the cameras are rolling? Right. Cool. I can see comments coming in, but I can’t read them. I’m just assuming people are making fun of me, but it’s all good. I can handle it.

Ry Schwartz: So anyway, the five key aspects to video number two. You can shatter my confidence later with the comments. Five key aspects. I’m not going to take full credit for this. I’m maybe only going to take a fraction of the credit for this. A lot of it goes to Jeff Walker who really obviously created the product launch formula, and really gave me my early training on what goes into these videos. We’ve taken them and used them so many times. And at this point we’re just adding new layers to it as it feels right for our own needs and our own launch and our own audience. Original credit goes there. Some of this stuff we’ve just layered on top of it.

Ry Schwartz: You will start in video number two by recapping the big points from video one. Don’t assume your viewer watched the first one. You’re going to want to recap and orient them. Oops, backwards. And then you want to actually start the actual process of transformation.

Ry Schwartz: In video one it was all about that big idea that we spoke about, it was all but that big opportunity. In our case, it was becoming the most profit person in the room. Here you actually want to begin that transformation that you promised. You want to generate momentum towards it. I call this the zero to 30 mile per hour push, which is really the hardest initial push to get any vehicle moving, to get any transformation moving, and so it’s that point of no movement, total inertia to just rowing and that’s what the skills we teach in the workshop are all about, especially workshop.

Ry Schwartz: Number two, you’re going to want to whet the palate for more. I think I’ve misspelled that version of whet for about 30 years of my life, and only started getting it right recently. Anyone else guilty of that? Hopefully. Maybe? It’s not like there aren’t any talented writers in this room. Everyone’s a talented writer here. I’m the only fool.

Ry Schwartz: And then the next part, you want to close by guiding the next steps. This is part two out of a four part series. You definitely want to orient them as far as what’s to come next so people don’t get lost in your massive, ethically, long workshop series. Cool. I’m moving on.

Ry Schwartz: Part one, this is the recapping part. You want to recap, obviously not everything. Video one, if you saw that was pretty long, I think it was about 35, 40 minutes. You’re not going to do a full recap, but you do want to go over the most salient points. You do want to almost highlight your script from video one and say what are the most important things for viewers of video two to know if they skipped video one for whatever reason, what must they absolutely know to at least still be on par with everyone else as far as the mindset shifts and major beliefs that you’re trying to instill, and the big idea and the big opportunity that at all orbits around.

Ry Schwartz: You want to recap those points, and then here’s the important part that’s very short, but very important. You want to preface the skills you’re about to teach as really that first practical step towards the transformation promised. In video one, if you’re promising that you’re going to give the path to become the most profitable person in the room, you want to preface or frame the skills you’re about to teach as really the first major step in that transformation. If you just delivered content without the context, it’s nice, it’s interesting, it’s maybe useful, it’s maybe practical, but it really lacks that groundedness and really the bigger picture of what you want to help your audience achieve. Just ground it within that bigger picture, give context to what you’re about to teach before you teach it. Don’t just rush out of the gates and start dropping the value bombs without really talking about how and where it really fits into their lives and fits into the transformation that your whole series is designed to create.

Ry Schwartz: Cool. That’s part one. I do see some flashing buttons on my screen, so I’m going to pause here and see if there are any questions.

Ry Schwartz: I think you guys are muted.

Wahida Lakhani: I was! I was muted!

Ry Schwartz: You’re muted.

Wahida Lakhani: Is this video series okay for folks who aren’t going to be copywriting but need to learn some copywriting for their bids?

Ry Schwartz: Oh yes, absolutely. We talk about that in video one, how as long as you’re really in charge of generating revenue in your business, copywriting is a skill that you’ve got empower yourself with. So yes, that’s the short answer.

Wahida Lakhani: Cool. Those are all the questions so far.

Ry Schwartz: Cool. Alright, I’m going to jump to part two. This is where you actually start the process of transformation by teaching the skills. This is gonna be about six to 10 minutes of your video and this is where you want to get really practical. In video one, you spoke a lot about the bigger picture, the context that this fits within. Here you actually want to start leading it in a practical action oriented way.

Ry Schwartz: And the question you really want to start by asking is what does your viewer need to know to begin transforming into the better, more successful version of themselves? However that looks in your industry or with or within your product, what must they know? And what must they begin experiencing or doing to begin that transformation in earnest, and move from inertia and no movement at all to actually having taken a few practical steps in that direction.

Ry Schwartz: And the question that always comes up is what should you teach? Now obviously there are so many things you could likely teach about your industry, probably more than you even know how to fit into a single video. Especially if you’re teaching an online course. On the other side of it, there’s obviously tons and tons and tons of things you could fit into this. So how do you know what to actually share with your audience? While it has to be first and foremost simple enough to teach in 10 minutes in its entirety. You don’t want to just give a light or a watered down version of a big skill. You want to give the full version of a simple and important skill. It should be simple enough where you can teach the full thing in 10 minutes. Resist the urge to over teach and throw at the kitchen sink and hope something sticks. Just give something that you could teach in full on 10 minutes.

Ry Schwartz: And that meets the following criteria as well. It should also be something that is unique and specific to you. In our video, in our second workshop video, we’re not talking about generic copywriting skills that anyone could find on Google. We’re talking about something that we literally created in house after reverse engineering a bunch of stuff that we’ve been doing for our clients. And we gave it the term [sensurgery 00:09:50]. That is something unique and specific to us. It’s not something that anyone can just Google. We are honoring and valuing the fact that our audience is taking time to watch our videos and we’re rewarding that with something that literally can’t be found anywhere else.

Ry Schwartz: It’s got to be unique. It’s gotta be simple enough to teach in 10 minutes. And it also has to be practical. You want your audience, you want your viewer to actually start taking actions that are aligned with your big idea earlier. You want someone to start generating movement towards becoming the most profitable person in the room, or whatever your big aspirational idea was. The question is, is can they take action on it? Can they experience the joy of doing things differently or better than they were before? And can they start doing that right away with little resistance? Meaning they don’t need to have all sorts of other things in place in order to start executing what you’re teaching. And this could look differently in different industries. It should be something that they could put into practice right away and get value from it.

Ry Schwartz: Value is the next one. Is that something that can give them an immediate benefit or a win that they could later attribute to you? That’s what we mean by a give first mentality. How can you actually give value? Not only in the form of the content you’re teaching, content has a potential to be valuable, but in of itself, it’s not valuable. It has to be practical, unique and simple enough to execute for the viewer or student to actually experience the value of it. And that’s something you want to be looking into.

Ry Schwartz: And then the last one is what I call the deserted island skill. If you could teach only one thing about your product, your course, your industry, if this is literally the only thing this person will ever learn from you, would it be worth it? The truth is, most people who watch your videos won’t be buyers. That would infer a 50% conversion rate. And if anyone does that let me know, I’d love to learn from you.

Ry Schwartz: But pretty much most of your viewers won’t buy. And you want to feel good in giving them the one thing that can actually make a big difference in their lives. It should be that deserted island skill.

Ry Schwartz: That’s the criteria that I’ve created. It’s obviously not a be all and end all, but it’s what I look for in deciding what I want to teach, especially in the second video where you’re trying to move them from zero to 30 miles per hour.

Ry Schwartz: What do I mean by that? This is all about generating momentum. I’m not a rocket scientist. I’ve never played one on TV, but I’ve heard that escape velocity is really the toughest thing about breaking orbit. As a rocket ship, really getting past that point of resistance is the hardest part.

Ry Schwartz: And when you look at this on … The car metaphor, going from zero to 30 is really where it’s most taxing for the engine. And then the acceleration beyond that and then cruising beyond that is much easier.

Ry Schwartz: For me, zero to 30 is where there’s the most resistance. And that happens on an identity level. We spoke about skepticism in the last video. What is this most profitable person in the room? That’s resistance, that’s friction that you actually need to move through. And the best way to do that is to actually have your student, your viewer experience themselves as that aspirational idea. As the MPP. That is the skill you want to give them. You want to give them an opportunity to actually experience themselves doing something differently that’s exciting and valuable and aligns with that big idea.

Ry Schwartz: Cool. Does that make sense? I know I said a lot there. I’m actually going to pause and breathe. And see if there’s any questions.

Wahida Lakhani: There’s a question from crystal. Crystal says, “Does the 10 minute include the intro skill, etcetera? Or it it okay if the video is 25 minutes long total?

Ry Schwartz: 25 minutes … it would feel long in my view. A recap I think is usually about two minutes. Then we teach the skill in about seven to 10 minutes. And then the close is about another two to three minutes. I would like to keep this to about 15 minutes max, especially if you had a very long first video like we did. You do want to honor and respect your viewer’s time as well. But all that said, if you have something that meets all these criteria here, and your audience has shown a willingness and desire to sit and absorb it, then I wouldn’t dissuade you from going up to 20 to 25 minutes either.

Wahida Lakhani: And Greg is on to us, he asks, “Is the workshop series moving us towards signing up for Copy School??

Ry Schwartz: Yes, of course. Yeah, Greg, you’re onto us. Yeah, this is all going to be leading up into the invitation to Copy School. We don’t hide that, were proud of that. And yeah, there’s really nothing to hide there. What we’re doing in this workshop series, it’s really to start getting our audience to start thinking of themselves as what we call the most profitable person in the room. Start giving a taste of what that feels like and what that looks like and the skills that empower that. And of course that’s if that’s aligned and valuable to our viewer and audience, there’s going to be an invitation to continue that journey. Cool. And here’s no pitch on this webinar.

Wahida Lakhani: Those are all the questions so far.

Ry Schwartz: Amazing. Cool. The last thing I wanted to talk about, as far as generating momentum is it’s always a good idea to really actually acknowledge the force of inertia, and keep reminding the viewer to suspend disbelief. Zero to 30 is the hardest part of the transformation, the breakthrough. And the more you actually acknowledge that it’s difficult and encourage your viewer to just try, to just think differently, to just do differently, you’re really going to be able to meet them where they’re at and encourage that transformation to occur a little more fluidly.

Ry Schwartz: Cool. And then part four is where you whet the palate. W. H. E. T. This is really short. This is where you acknowledge that what they’ve just learned is a big deal, and just the beginning of this process. In workshop number two we taught sensurgery, which is literally just maybe one to three percent of all the things we teach inside Copy School.

Ry Schwartz: Obviously you can’t teach everything, but you do want to teach things that meet that criteria we talked about earlier. You do want to tease and hint about the other teaching that’s coming their way, especially what’s immediately coming down the pipeline. And in video three and or any upcoming webinars. And this is where you actually get to start using a little bit of exclusive empowerment. Some of you will be familiar with this term, some not so much. There’s going to be more on that in our future webinars and lessons, but essentially it’s stating how the skills they just learned put them in a position to make good on a future opportunity. In this case, we talked in workshop two about the moment of highest tension and the moment of highest pleasure. Now having those skills and having that knowledge, our viewer is now really able to put it into use on our live writing webinar.

Ry Schwartz: It’s not absolutely mandatory, but anyone who watches workshop number two is exclusively empowered to sign up for this live writing webinar and have a greater chance at putting it into action and getting a result from it. That’s what we mean by exclusive empowerment. How can those skills they just learned empower them to take that next big action with you?

Ry Schwartz: Cool. And then part five is really just the next steps. You want to keep leading that process, especially if there are more videos and more content coming along the way. You don’t want your viewer to get lost in the whole process. You really want to keep orienting them and leading that way. And state what do they need to do to go from 30 to 60? Zero to 30 was really the toughest part to break through. What do they need to do next to go to 30 to 60?

Ry Schwartz: And that’s really what your next video, video three is going to be about, and we’ll talk more about that next week. And that’s it.

Ry Schwartz: You’re just orienting them on the journey. Remember, you got to keep selling the value of investing attention. We don’t take that for granted or lightly at all, especially the people watching our content. These are busy business owners, busy copywriters, they’re time is super valuable and you want to keep honoring that. And you want to honor that with content that actually makes a difference. And just making sure that they know where they are in that process and not getting lost. That’s what I mean by valuing attention and future pace, the next step, what’s in it for them?

Ry Schwartz: Even if your content is free, even if your information is free, attention is not. And you got to honor it and give the reasons why it’s worth investing in.

Ry Schwartz: We did it, we got through it.

Sarah Dlin : And next week it’s continued, correct? Behind the scenes?

Ry Schwartz: Yes. It continues with the breakdown of what we did in video three, which I consider to be the 30 to 60, how to keep that momentum going. And some nuances there as far as what we teach. So stay tuned for that.

Sarah Dlin : Cool. Thanks everybody.

Ry Schwartz: Cool. Thanks guys.

Sarah Dlin : Bye.

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