How to Script the Selling Seven Videos: A Step-by-Step Guide
Write Better Sales Videos: The Exact Scripts Behind the Selling Seven Framework
If your videos aren’t converting—or worse, confusing viewers—a weak script might be the reason. Writing a great video script doesn’t start with fancy words or clever hooks—it starts with your buyer.
At Elevate Digital, we’ve helped dozens of Kiwi businesses write simple, effective video scripts using frameworks from StoryBrand, Engage, and They Ask, You Answer.
In this guide, we’ll walk you through how to script each of the Selling Seven video types—so your content builds trust and drives results.
1. The 80% Video – Answer Top Buyer Questions
Use the 80% video to eliminate sales friction before the call.
Purpose:
Address the most common 5–7 questions your sales team hears on repeat.
Script Framework:
Intro: “If you’re wondering [common question], you’re not alone.”
Q1–Q5: List and answer each question clearly and confidently.
CTA: “If we didn’t answer your question here, get in touch—we’re happy to help.”
Tips:
Keep tone conversational.
Use real language your customers use.
Keep the video under 5 minutes.
2. Employee Bio Video – Build Personal Trust
Use employee bios to make your team approachable before the first meeting.
Purpose:
Help your customer feel like they know you before they ever meet you.
Script Framework:
Intro: “Hey, I’m [Name], and I’m the [role] at [Company].”
Why You Do What You Do: What motivates you? What do you love about your role?
Fun Fact or Personal Touch
Closing: “Looking forward to working with you.”
Tips:
Keep it short—under 90 seconds.
Smile. Be human.
Avoid jargon or reading off a page.
3. Product/Service Video – Show & Tell
A well-scripted product video lets customers experience your value instantly.
Purpose:
Help your customer understand what you do, how it helps them, and what makes it different.
Script Framework:
Problem: The issue your customer is facing.
Solution: How your product or service solves that.
Process: What happens when they buy/work with you.
CTA: Want to see how this works for your team? Book a quick walkthrough.”
Or: “Explore real results from businesses using [your product/service]
Tips:
Keep it under 2 minutes.
Use real examples.
Match tone to your brand (warm? fun? straight-talking?)
4. Landing Page Video – Drive Conversions
Landing page videos drive action when every second counts.
Purpose:
Get your viewer to take one clear, specific action—immediately.
Script Framework:
Hook: Call out the problem and emotion behind it
Solution: Show how your offer solves that problem
Outcome: Paint a picture of the transformation or success
CTA: One urgent, frictionless next step
Tips:
Write it like a mini sales pitch—this is copy on camera
Keep it short: 45–90 seconds
End with a verbal and visual CTA on screen
5. Cost/Pricing Video – Build Trust with Transparency
Be the business that talks honestly about price—your customers will thank you.
Purpose:
Answer the #1 question buyers have but are often too afraid to ask.
Script Framework:
Opening: “Let’s talk pricing.”
What Affects Cost: Time, scope, materials, expertise.
Why You Charge What You Do: Reinforce value.
CTA: “Book a quote” or “Download our pricing guide.”
Tips:
Be honest—even about ranges.
Reassure the viewer with your process.
6. Customer Journey Video – Set Expectations
When buyers know what to expect, they’re far more likely to say yes.
Purpose:
Make it easy for buyers to say yes by removing the fear of the unknown.
Script Framework:
Intro: “Wondering what it’s like to work with us?”
Step-by-Step Process: Walk through your onboarding/delivery.
Set Expectations: Timeframes, communication, what’s needed.
CTA: “Let’s chat about your project.”
Tips:
Keep it under 2 minutes.
Visualise the journey with simple animations or graphics.
7. Testimonial Video – Let Customers Do the Selling
Let your customers explain why you’re worth it.
Purpose:
Leverage happy clients to build trust and credibility.
Script Framework (for your client):
The Problem: What were they struggling with?
The Solution: What did you provide?
The Result: What changed?
Would You Recommend Us?
Tips:
Prep your client but don’t script them.
Keep it natural.
Capture multiple takes, then edit down.
Common Scripting Mistakes to Avoid
Writing like you’re reading a blog post—not a conversation
Skipping the call to action
Using internal jargon instead of customer language
Trying to “sound smart” instead of being clear
Final Thoughts
You don’t need to be a professional copywriter to write a strong video script—you just need to know your customer. Focus on their problems, their questions, and their journey, and you’ll create content that earns trust and drives action.
The Selling Seven: The Videos That Will Transform Your Business