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How to Script Marketing Videos That Convert

The real reason that anyone buys from you online has very little to do with you and everything to do with them. It’s empathy, feeling in others what you’ve felt yourself. And what’s fascinating is humans are biologically wired for this. Mirror neurons are programmed to signal us when we have an emotional identification outside of ourselves.

That emotional identification is crucial because when people see their problems being solved, they can start to grab onto that. So if they think they’re going to get value out of your video, they’ll click into that content. But if you don’t make that value clear in the headline and hook, there will be no empathy and you won’t get the click.

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