Script Writing 101
How to write a direct response driven script that feels "natural"
I’ve been meeting with a lot of UGC Creators for 1:1 coaching calls and out of any topic there is to discuss, script writing has been brought up the most - by far by both new and experienced creators.
In order to create a converting UGC concept (converting = sales), you must leverage the direct response formula (which is used by marketers for all ads - this includes UGC). It’s important to note that this formula is leveraged for both digital marketing and traditional marketing (ie: TV commercials + radio). At the end of the day marketing best practices have quite a lot to do with psychology - so the more you become familiar with the formula, the better your work and outcome will be!
Hook → Problem/Solution → Value Props → Social proof → CTA
As a note: an organic UGC social post compared to a UGC concept being used as an ad are going to appear different (but still leverage this formula to an extent). What I’m going to be discussing in this newsletter is relevant to UGC concepts being used for paid media.
Step 1: Establish a hook within the first 2-3 seconds (this includes visuals, audio, and copy on screen). Pro-tip: not all social platforms are “designed for sound on” - which means you need to tailor your UGC concepts to fit each platform. The platforms designed for “sound on” are TikTok & SnapChat (Instagram stories aren’t considered “sound on” since some people listen without audio on). So you’ll want to make sure for Facebook & Instagram you include closed captions or call-outs in your UGC concepts to be safe! As a note, in any UGC concept I do - regardless of platform, I opt for either closed captions or call-outs to guarantee the viewer can read and listen along.
Here are hook examples I’ve used in the past that have performed well for my clients:
“Top online shopping finds”
“If you haven’t tried (x)…watch this!”
“Getting my daily (x) hits different with…”
“TikTok made me buy this”
“3 Reasons why I love (x)”
“When you LOVE feeling (x) but don’t have the time to (x) every day”
“Don't buy that, buy this instead!”
“I tried every X out there and here are the results…”
“Want (x)? Then stop scrolling”
“Want (x)? Then check this out”
Step 2: Feature a problem the potential customer viewing this UGC concept may experience, followed by a solution that the brand/product you’re creating the concept for can solve. For example: if the brand you’re doing a concept for is Blueland - a problem the potential viewer may have is how difficult it is to go plastic-free, but with Blueland’s product offering (all of which are plastic-free), they make it easier (reference this TikTok to see the problem/solution in real-time)! Any product that’s currently in existence was created to help solve a problem or multiple problems. It’s our job as UGC creators when script writing to present to the potential customer what problem the product solves. *As a note, you can feature a problem/solution as your hook if it is attention-grabbing!
Step 3: Communicate value props that set this product apart from its competitors. Value props are a synonym for “USPs” which stands for unique selling points. Every brand out there has at least one competitor and MANY value props. It’s important to be selective and choose the ones that truly set this product apart from the rest of its competitors.
Step 4: Sprinkle in additional social proof if you see an opportunity! UGC is a form of social proof, however, it is not the only kind. Other types of social proof include:
Publication features/reviews
5-star customer reviews
Certifications
Awards won
Case studies
Celebrity endorsements
Step 5: Establish your CTA which is an acronym that stands for “call to action”. Example CTAs include:
Get yours today!
This is a limited-time offer…
Shop now!
Buy before we sell out, again!
Click the link to learn more…
*The goal is to communicate “shop now” with a sense of urgency. At the end of the day brands need conversions (sales) and including a CTA in your UGC concept will help move traffic from a social platform to the brand’s website.
It truly is an art to come up with concepts that are the perfect balance of branded, organic and direct response driven. This is a skill set and it’s going to take you time to master it. Don’t let this discourage you though! I challenge you to write a script for a product you have at home and to create a UGC concept for it. If you end up doing this, upload it to TikTok and tag me for the chance to be re-posted on my account.
Can you do an article on how to test ads before you run them? I remember you mentioning this in one of your videos.
This is a great read! I have heard before it may be better to write the script and then film, like you suggested in this article. Why is that? I always thought it would be the other way around. Anyways, working on my first one now! :)