The four-line frame
Hook, problem, proof, ask. One sentence each, written before you touch the camera. If a line does not fit one of the four, it does not belong in this video.
Write the ask first
Decide what you want the viewer to do, then work backwards. A video written without a destination becomes an announcement, and announcements do not convert.
- One ask only: message, visit, save, or call.
- Say it once, at the end, plainly.
- Put it on screen as well as in the audio.
- Never stack two asks in the same video.
Say it out loud before you record
Read the four lines twice. Anything you stumble on is written, not spoken, so change it. This is the whole difference between sounding like a person and sounding like a brochure.
Keep the offcuts
One shoot with four scripts gives you four videos, and the lines you cut usually become the next one. Keep a running list of the sentences you deleted.
Bad line, good line.
A page of notes read off-camera in a monotone.
Four lines: hook, problem, proof, ask. Nothing else written down.
Two asks in one video: follow us and visit us.
One ask, said once, on screen and out loud.
Worked example: a thirty-second script
The four-line script
One claim, first second.
The reason they should care.
Show it, do not describe it.
One next step, once.
A script is not a paragraph. It is four sentences and the courage to delete the fifth.
Three things you can do now.
We do this every month for clients.
Scripts, filming, editing, posting, and a simple monthly report. Our prices are on the pricing page.
