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ENJO Australia are the divas of the in-home demo, so when they approached Caboodle’s copywriters with a brief to develop scripts for their hygiene demo videos, we knew the results were going to be good. But neither us nor ENJO foresaw such a great YouTube response. In one month, the ENJO Kitchen Hygiene Demo racked up over 6,000 views and the ENJO Floor Hygiene Demo isn’t far behind, with almost 2,000 views in two weeks.
Of course, not everyone wields the brand power that ENJO does, but there are some key elements hard at work here that could prove useful for anyone developing a product demo script.
1. Keep the audience front-of-mind
Think about who you’re talking to – what will make them want to watch and listen? What’s in it for them that will make them want to take action? Feature them in your video if it helps.
2. KISS and make up one key proposition
Keep it simple, stupid. Keep the script short, sweet and stay focused on one key proposition throughout. Think about the one message you want your audience to take away when they view your product demo, and stick to it. 30 to 60 seconds is the ideal length, but sometimes you need to stretch it further to do the concept justice (like the ENJO demos).
3. Take the elevator
Start with the elevator pitch test. Viewers are time poor and they’ll click away if you can’t hook them in the first few seconds, so craft your opening scene with the five second pitch in mind.
4. Weave a story
Take viewers on an engaging journey, painting a compelling picture of a problem your audience can relate to, then present your solution/proposition.
5. Introduce a little theatre, sweetie, darling
Theatrical flourishes entertain and get people sharing. I don’t mean reaching for the top hat and tails. I’m talking about props that will enhance your story, such as the raw chicken and the lumitester in the ENJO examples.
6. Inject some personality
Use language that best reflects your brand personality and connects with your customers, and don’t be afraid to add a little ad-lib and pick some snippets off the cutting room floor.
7. Prompt an action
Avoid being overtly pushy with your call to action. Remember, videos are all about entertaining and informing. But you do need something to prompt a response from your audience before they click away. It could be as simple as a closing frame with your logo and web address, or asking them to join your Facebook fan page to boost your social media profile.
Jo Baker is the co-founder of Caboodle Copywriting, a team of freelance copywriters in Australia.
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