scriptwriting-methodology

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Scriptwriting Methodology for Sponsored Content

赞助内容脚本创作方法论

Core Framework: The DR Formula

核心框架：DR公式

The Direct Response (DR) Formula is the industry standard for sponsored and affiliate video scripts:

直接响应（DR）公式是赞助和联盟营销视频脚本的行业标准：

Structure

结构

HOOK (0-3 seconds): Stop the scroll
PROBLEM (3-7 seconds): Make them feel understood
SOLUTION (7-12 seconds): Introduce the product
VALUE PROP (12-15 seconds): Why this product is different
SOCIAL PROOF (15-18 seconds): Results and credibility
CTA (18-20 seconds): Clear call to action

钩子（0-3秒）: 抓住注意力，阻止用户划走
痛点（3-7秒）: 让观众产生情感共鸣
解决方案（7-12秒）: 介绍产品
价值主张（12-15秒）: 说明产品的差异化优势
社交证明（15-18秒）: 展示效果与可信度
CTA（18-20秒）: 明确的行动指令

Key Principle

关键原则

Scripts should be 60 words or less for a 20-second video. The structure should feel like storytelling, not advertising.

20秒的视频脚本应控制在60字以内。整体结构要像讲故事，而非生硬的广告。

Alternative Frameworks

替代框架

PAS (Problem-Agitate-Solution)

PAS（痛点-激化-解决方案）

Simpler structure for short-form content:

Problem (15%): Identify the specific problem
Agitate (25%): Intensify the pain — make them FEEL it
Solution (60%): Present the product as the answer

Key insight: Agitation is the most overlooked step. "Hammering the problem home gets under the reader's skin."

适用于短视频内容的简洁结构：

痛点（15%）: 明确具体问题
激化（25%）: 放大痛苦，让观众感同身受
解决方案（60%）: 推出产品作为解决办法

关键洞察：激化环节是最容易被忽略的步骤。“反复强调痛点才能触动观众的内心。”

AIDA (Attention-Interest-Desire-Action)

AIDA（注意力-兴趣-欲望-行动）

Classic framework from 1898, still effective:

Attention: Punchy hook (first 1-3 seconds)
Interest: Why should they care? What's in it for them?
Desire: Convert interest into want through emotion, social proof
Action: Clear call-to-action

诞生于1898年的经典框架，至今仍有效：

注意力: 有力的钩子（前1-3秒）
兴趣: 说明与观众的相关性，告诉他们能获得什么
欲望: 通过情感、社交证明将兴趣转化为渴望
行动: 明确的行动号召

PAIPS (Problem-Agitate-Intrigue-Positive Future-Solution)

PAIPS（痛点-激化-好奇-美好愿景-解决方案）

Justin Welsh's evolution of PAS:

Problem: Identify the problem
Agitate: Intensify emotional response
Intrigue: Create curiosity about the solution
Positive Future: Paint a picture of life after the problem is solved
Solution: Present your offering

由Justin Welsh在PAS基础上演变而来：

痛点: 明确问题
激化: 强化情绪反应
好奇: 引发对解决方案的好奇心
美好愿景: 描绘问题解决后的生活场景
解决方案: 推出你的产品或服务

Hook Formulas

钩子公式

The hook is 71% of the battle. Viewers decide to stay or scroll in 1-3 seconds.

钩子是成功的71%关键。观众会在1-3秒内决定是继续观看还是划走。

Proven Hook Types

经验证的钩子类型

Type	Template	Example
Correction	"Stop doing [X]. Do this instead."	"Stop applying sunscreen like this..."
Insider Secret	"No one talks about this in [industry]..."	"No one talks about this in skincare..."
Quick Fix	"Here's how to fix [problem] in 60 seconds"	"Here's how to fix oily skin in 60 seconds"
Curiosity Loop	"Watch what happens when I..."	"Watch what happens when I add this to my routine"
Transformation	"I can't believe this [product] actually..."	"I can't believe this serum actually..."
Call-Out	"If you're a [person], this is for you"	"If you're over 30 with dry skin, this is for you"
Personal Mistake	"This mistake cost me [result]"	"This mistake cost me 6 months of breakouts"

类型	模板	示例
纠错型	“别再做[X]了，试试这个方法。”	“别再这样涂防晒霜了……”
内幕揭秘型	“[行业]里没人会说这件事……”	“护肤圈里没人会说这件事……”
快速解决型	“教你60秒解决[问题]”	“教你60秒解决油皮问题”
好奇循环型	“看看我做了[这件事]之后会发生什么……”	“看看我把这个加入日常护肤后会发生什么”
成果展示型	“我不敢相信这个[产品]居然……”	“我不敢相信这个精华居然……”
定向召唤型	“如果你是[这类人]，那这个内容就是为你准备的”	“如果你是30+干性皮肤，那这个内容就是为你准备的”
个人失误型	“这个错误让我付出了[这样的代价]”	“这个错误让我爆痘了6个月”

Hook Stacking

钩子组合策略

Combine multiple hook types for maximum impact:

Visual hook: Motion, expressions, text overlay
Auditory hook: Trending audio, snappy voiceover
Content hook: Bold statement, question, opinion
Emotional hook: Taps into stress, joy, frustration

组合多种钩子类型以达到最佳效果：

视觉钩子: 动态效果、表情、文字叠加
听觉钩子: 热门音频、明快的旁白
内容钩子: 大胆断言、提问、观点
情感钩子: 触动压力、喜悦、沮丧等情绪

CTA Best Practices

CTA最佳实践

The Data

数据支撑

Affiliates who test CTAs see 49% improvement in conversion
CTA placement matters: End of video is standard, but mid-video CTAs can work

测试不同CTA的联盟营销者，转化效率提升了49%
CTA的位置很重要：视频末尾是常规位置，但视频中间插入CTA也能奏效

CTA Templates

CTA模板

Soft CTAs (for cold audiences):

"Link in bio if you want to check it out"
"I'll drop the link if you're curious"

Medium CTAs:

"Use my code [X] for [discount]"
"Link in description to grab yours"

Strong CTAs (for warm audiences):

"Tap the link now — this deal ends [date]"
"Click the product tag to see the price"

温和型CTA（适用于陌生受众）：

“感兴趣的话可以看简介里的链接”
“如果好奇的话我会把链接放上来”

中度型CTA：

“使用我的优惠码[X]享受[折扣]”
“点击简介里的链接获取你的专属福利”

强硬型CTA（适用于熟客受众）：

“立即点击链接——此优惠截止至[日期]”
“点击产品标签查看价格”

Writing Effective CTAs

撰写高效CTA的技巧

Keep it short: 1-2 sentences
Be specific: Tell them exactly what to do
Match urgency to context: Don't fake scarcity
Use action words: grab, snag, check out, try

简洁明了: 控制在1-2句话内
明确指令: 告诉观众具体要做什么
合理制造紧迫感: 不要虚假营造稀缺感
使用行动动词: 比如“领取”、“入手”、“了解”、“尝试”

Soft Sell vs Hard Sell

软推销 vs 硬推销

Research Findings

研究结论

Soft sell emails get 31% positive response vs hard sell
Hard sell has 25% unsubscribe rate vs 10% for soft sell
Drip campaigns (soft sell) linked to 50% higher conversion

软推销邮件的正面响应率比硬推销高31%
硬推销的退订率为25%，而软推销仅为10%
Drip营销（软推销）的转化率比普通方式高50%

When to Use Each

适用场景

Soft Sell (most creator content):

Best for cold audiences
Builds trust before asking
Creates positive brand association

Hard Sell:

Only for audiences already familiar with you
Limited-time offers to engaged followers
When you have one shot at closing

软推销（适用于大多数创作者内容）：

最适合陌生受众
在提出请求前先建立信任
建立积极的品牌联想

硬推销：

仅适用于已经熟悉你的受众
针对活跃粉丝推出限时优惠
当你只有一次促成转化的机会时

The Rule

原则

"The hardness of your sell should increase proportionally to the viewer's progression through the sales funnel."

"推销的强硬程度应与观众在销售漏斗中的推进程度成正比。"

Hormozi's Value Equation

Hormozi价值公式

Use this when describing product value:

Value = (Dream Outcome × Perceived Likelihood) / (Time Delay × Effort Required)

To maximize value in your script:

Emphasize the dream outcome
Build confidence it will work (social proof)
Minimize perceived time to results
Minimize perceived effort required

描述产品价值时可使用此公式：

Value = (Dream Outcome × Perceived Likelihood) / (Time Delay × Effort Required)

在脚本中最大化价值的方法：

强调理想成果
通过社交证明增强观众对效果的信心
减少观众对成果所需时间的感知
减少观众对所需付出努力的感知