Structure of scripts for longer ones.

This structure is an analogy of a story to better explain a buyer’s journey. The “character” is the customer. The guide is us, the company. But make sure that throughout this story, the customer is the hero who goes on the journey, we are simply just giving advice and guiding them on their way - like yoda in star wars.

• What the character wants as the hook
  • e.g. Do you wish you spent less time doing long unproductive and distracted study sessions and more time doing the things you love?
• Identify character - subtly let them know the video is for students with ADHD
  • e.g. If you’re a student with ADHD…
• External problem - the problem this video is gonna solve
  • e.g. Constant distractions while studying.
• Internal problem - the way that problem makes them feel
  • e.g. this makes us feel inferior and inadequate compared to our peers. It makes us feel like we’ll never achieve the same grades or careers as them.
• Introduce the guide (show our empathy and our authority)
  • Authority: I’m Josh, a high-achieving final year student with diagnosed ADHD running two businesses.
  • Empathy: e.g. I know what it feels like to wish you were “normal” - now, I love having ADHD.
• What a guide would ideally help us achieve -
  • “well i’m about to show you how you can …”
• Content
  • this is the main content of the video. This is where you give them the value
• VERY SUBTLE CTA -
  • NOT: “GET THIS NOW”,
  • INSTEAD: “This tool is free from link in profile bio by the way.”
• “if you do this” (Link back to what they want - and also the brandscript reward & transformational section)
  • e.g. Less time spent procrastinating and stressing about work, means more time to do the things you love.
• “if you don’t do this “(whats at stake)
  • e.g. Distractions get worse and that sinking feeling of failure gets even bigger.