Welcome to the episode. Today we'll talk about a four step framework called AIDA. It is a framework usually used for funnels to design, marketing funnels, but you can also use it to structure videos. Let me explain. Welcome to the content creator Kickstart. I've already developed a couple of video scripts like the Fish, The Better World, and the USP Uzi , but there's actually a million different ways to structure a video script.
And one thing that I read on LinkedIn here the other day was a post about how to structure videos using a. And AIDA is a weird word. It consists of four letters, a, i, d, and A, and each letter stands for attention, interest, desire, and action. So from the top to the bottom, this is where you go from not knowing anything about a brand or a company, for example, to having a little bit attention around them.
You have an interest into their products or services, then you have a desire to buy it, and then there's the actual action where you purchase the thing, put it in the card or whatever you do, sign up, right? So it's a kind of a funnel. Where it goes from cold to Luke warm to warm, and then the action and the same framework can be used to create videos.
If you think of A as a four building blocks of four sections for chapters. You can write a small block of text to each section, so one block goes to attention, one text block goes to interest. One text block is written around desire, and the last text box is written around the action step. And of course I have a concrete example because that's important.
So in today's video script, it's a very short one, like 45 seconds or 60 seconds or something, like an explainer video, for example. But the example is thought of as an introductory video to training series or small course used for corporate. The theme is cyber security, and I imagine that this video is one that the viewer watches after clicking on a link in an email or something that has been sent out.
And now this intro video needs to capture the attention peak, a little bit of interest build up, and desire to watch this video series. And then the action to actually go ahead and sign up or log in, or whatever you have to do in order to watch this series. The first goal is to grab attention. So how do you do that?
You do that by talking about them, and you'll see this dynamic going back and forth through the four different letters. Attention, interest, desire, action. So attention that's about them, interest it about, that's about us. Desire is about them again, and action is about us. So it goes from them to us, to them to us.
So that's like the alternation between the focus in the script. So the first part, attention is about them and here comes the script. A person clicks the link in the email lands on a landing page and the video place. You know that cyber security is important. We don't have to tell you that you've heard about malware, fishing and virus.
But how does all that relate to your job and what would happen if our company got attacked? So that's the attention section. It's about them. It's something that sets the stage. There's a lot of context focus here. We don't talk about our video series at all. We have to open this video with something general enough to grab the attention of the, the viewer.
We can't talk about the actual video series. So that was the attention section about them. Then we move into the interest section number two, and now we can talk about us. Here goes here at BIS Corp. We've opted our investments in cyber security quite significantly. Part of that investment goes into training of employees like yourself and your colleagues.
We've developed a series of videos that take you through a scenario where we got attacked by outside. It also includes five concrete tips on what you should do before that day comes. So this is something we we say to, to peak the interest, to talk more concretely about what this thing is about, this investment in cyber security and why it's important.
And talk about the company's perspective. Now we are moving on to part three desire. So we've been through attention. What's about them in. That was about us. Now we reach the third stage desire that's about them again. So we hopefully have peaked their interest now and they are ready to, to actually feel like they want to engage with this build up at Asiah to actually do something about it, right?
So here goes, it's actually not that hard to secure your data and the company's data. Because part of our fight against hackers is up to you. There's lot you can do to avoid data breaches. If you prepare well in advance, you'll most likely keep all your work if something were to happen. So these were the reasons why this person should watch this course.
Take this course. They should have a desire to do that now because they know that if they do it well, it's their responsible, it's their responsibility to do it, and they can also secure their work if something goes, goes bad, Right onto the last part of the four. Attention, interest, desire, action. So the action part is about us again.
Now, we actually sell our service, our video series here, and tell them what it is that they should do. What we say in the call action part is the follow. Sign up for our video series today and learn how you can join the Battle against Haggs to secure our company and your own data. So now we reached out to them for their attention.
We pointed back at ourselves to peak some interest to talk about what we had to offer. Then we reached out to them again to kind of create some desire around what we just talked about. And then we point to ourselves again to make them take action on something we have to offer. Right? So it's a 1, 2, 3, 4 step framework.
And if you follow this in your video scripts, it is going to provide a. Logical structure in your videos where you don't start too detailed. You don't start by talking too much about yourself and what you have to offer you respect that the viewer doesn't know. Very much about what it is that you're going to talk about in this video.
So you start softly with something general. You open up nicely, right? And think about their need to, to build up some attention for this video. Otherwise they'll just hit the small X and go about their business, right? Then we kind of move in. Closer and closer to what the thing is about in each step.
And of course, the, the first attention step should be relatively short and precise and quickly kind of front load the value in a way. Talk about something that's interesting to the viewer. The insurance part is a bit longer. The desire part is maybe a little shorter, and the action step is the.
So the call to action is not a very long sequence where you ask a million things. Would you like to learn more about this? And are you interested in talking to one of your colleagues? And maybe also come by one of your managers to discuss how this would look like in the future. If you got a new job, then call us or write us an email or click into the intranet.
And now it can't be that long. It has to be short and. Sign up for our video series today and learn how you can join the Battle against Tigers. Right? So it has to be really concrete and easy to kind of digest singular in its focus so you know exactly what it is that you should do after watching this video because it got your attention, because you thought it was interesting because you now have the desire to do something.
You have to have a short and sweet call to. So think about this framework. The next time you ju a video as an alternative to the fish with its story, the better world with its contrasting worlds and the USP you see with a lot of different USPs that are just flying around, right? As a final remark.
Before we close this episode today, I want to say that there is a lot for e learners and educators to learn from the marketing world. This AA framework is a marketing framework that is made for funnels, how to build landing pages that slowly convert a kind of stranger into a customer slowly but surely through this AIDA framework.
Well, all these concepts from the marketing world are super applicable and useful in the world of concent creation for educational purpose. So this is a way to go about your video scripts, and I hope that this inspires you to think differently of the way that you structure your information, because the structure of information is really the foundation of any explainer video script writing, and voice over recording and animation.
It's completely useless if you haven't structured your information the right way. This is a way to do it. Thank you for listening. See you in the next episode.