Breakdown

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Create Product Pitches like AppSumo

Product Pitch

Logline: Learn the secrets of product pitches built to sell, Sell, SELL. AppSumo applies the AIDA formula: Attention Interest Desire Action to help their partners sell more software and products. AppSumo was created with one idea in mind: the tools you need to grow your business shouldn’t put you out of business. Since AppSumo launched in 2010: 1.6K - Number of Deals Run 1K - Number of Startups Launched $15M - $ Reinvested into Startups $500M + - Savings for their Customers So, yeah, they know a thing or two about how to create videos that sell.

Theme: You have a problem. You need a solution. You meet a guide. Your guide shows you a solution. You use the solution. Your life improves.

Credits: https://youtu.be/IrEcdIIq4V0 AppSumo.com SocialBee.io

Act I

1.Marker: HookHeading: INTRO - Grab ATTENTIONNotes: Do your followers belong to your tribe? Does your tribe have a name? AppSumo users refer to themselves as "Sumolings," as you can see here. When you call out your tribe, you create an in-group vs. out-group dynamic. In-group knows they're in the right place. Out-group feels compelled to become part of the in-group. Asking the in-group to raise their hand creates a power dynamic (like a teacher/student dynamic) Asking if the in-group agrees sets the stage for connecting the audience to a problem through a metaphorical vehicle. In-group thinks "okay I'm down to do this experiment. Yes, I do post to social media. Wait huh? Posting to social is like brushing my teeth? Go on..."
2.Marker: Inciting IncidentHeading: can you afford not to?Notes: In-group thinks,"yeah you're right, it isn't fun to brush my teeth (especially multiple times a day)." OR ELSE serves as an inciting incident - "oh god, what's the downside of me not brushing my teeth? worse yet, what's the downside of not posting to social?!" The inciting incident creates TENSION. Tension creates emotional response. And audience's experience can determine just how negative (or positive) that emotional response might be. Ex. if the negative downside of not brushing your teeth means going to the dentist, and the viewer HATES going to the dentist, the tension stimulus could be too intense for them to continue on. Not every viewer will have this response, but it's important to rebalance the positive/negative emotional value. AppSumo does this by inserting humor, in GIF form. Yes, the inciting incident still creates tension, but the funny GIF creates more ease. It's like a push/pull.
3.Heading: capture INTERESTNotes: Now that you've captured their ATTENTION you must quickly confirm their INTEREST. Pushing/pulling someone's emotions, as noted, creates tension. Alleviate the tension by clearly stating a single problem - in this case, the time suck of keeping up with social feeds - with a single solution - tool that handles everything. It's not enough to just *verbalize* this though. Engaging two sense simultaneously increases recall. So add the value prop as a text overlay to stimulate two of the audience's senses.
4.Heading: INTRODUCE YOUR BRANDNotes: Our brains like movement because it imitates more change. Change heightens attention. So to keep your audience's attention use light animation to introduce you/your brand.
5.Heading: INTRODUCE PRODUCT/PARTNERNotes: You want to make sure your audience differentiates you from your partner. Use clear, plain language to support the differentiation.
6.Heading: INTRODUCE Guide/sherpaNotes: Now that you have the attention and interest of your audience, you also want to introduce them to their "sherpa." It's another step in maintaining their attention and interest. Notice how you can double down on the in-group/out-group language, in this case "what's up fam?" In-groupers gravitate closer to their sherpa and likely feel compelled to watch til the end out of fear of disappointing their "family" (okay that might be a stretch) Out-groupers think "shoot, now I really better get on-board here" Notice too how she doesn't say, "I'm Chrystie - partner marketing manager at AppSumo - a marketplace for SaaS tool discounts and discovery." As the guide in this journey, she's here to serve YOU. Which is why she says "your girl" and ties her association back to her employer brand AppSumo.
7.Heading: Tease ProductNotes: Back to the task at hand, you're here on a journey with your guide Chrystie and we're gonna learn more about the product. But this time we're going to tease a little sneak peek of the product, which should confirm your interest (yep that looks like what I've seen from other tools, let's see how it's better). Or should make you curious (wait a second, my social media tool doesn't look like that at all...how is this gonna be better?) And again we're reinforcing the relationship between brand and partner
8.Heading: REINFORCE VALUE PROPS w/ TEXTNotes: Wait, didn't we just say what the product is and what the product does? Yes, but repetition is one of the most effective persuasion techniques. According to several psychological studies, repeating simple words and phrases can convince us that they are true, even if they aren’t. This is partly because we tend to take repetition as a social cue; when we hear something more than once, we are inclined to accept it as true because we think that the rest of the group might also believe it. In addition, we are more likely to believe ideas that come easily to us; therefore, the more familiar we become with words and ideas, the more we will take them to be true.
9.Heading: reciprocate - ask for subscribeNotes: We've packed so much value into the first :30, we're gonna ask the audience to do us a solid now. This segment made you feel good right? We did everything we said we were gonna do right? Get more of that feeling by subscribing, liking, and sharing the page. Straight out of the reciprocity page in the power of persuasion. When you offer something first, people will feel a sense of indebtedness, which will make them more likely to comply with your subsequent requests. Why? It’s because as people, we’re deeply wired to be reciprocal. There are three factors that will make this principle more effective: Offer something first – allow them to feel indebted to you Offer something exclusive – allow them to feel special Personalize the offer – make sure they know it’s from you

Act II

10.Marker: Plot Point 1Heading: Desire - explain howNotes: Great tools make complex problems easier. Great videos do the same. As David Perell explains, "Your work is done when it looks so simple that the consumer thinks they could have done it, which means they won’t appreciate how hard you worked." No discussion of APIs or tokens or any technical jargon. Simply register and connect. Helps that SocialBee bakes the onboarding map into the product itself, which helps set expectations for viewers and users alike. This sets the stage for how the product works and how it substantiates the promises made in the attention and interest sections. The "how" creates desire. There are three ways to create desire: Show products benefits Explain how your product can change their life or how it can solve their problems Show the results other people achieved (testimonials)
11.Heading: Feature 1 - organize
12.Heading: feature 2 - customize
13.Heading: Feature Break 1 - back to sherpaNotes: The temptation is to feature dump everything at once. In this case, there are six main features of the product. That's way too many to keep straight, even if you rewind the video multiple times. Jumping back to the sherpa introduces just enough change to keep the audience engaged.
14.Marker: MidpointHeading: feature 3 - curate
15.

Act III

22.Marker: ClimaxHeading: ACTION - get the saleNotes: Almost 3:00 in, we've packed a TON of value into the video. Now it's time to get paid. In-grouping once more ties the audience back to the feelings had early on, priming the pump if you will. This now assumes that the audience IS ready to solve the problems that brought them to this video in the first place.
23.Marker: Resolution
24.Notes: Outtakes humanize the brand. Humans (generally) like other humans. This feels more organic than a stuffy, "thank you for your time and attention" from a corporate suit. Of course add cards to the end of the video so the audience can queue up another product intro.

Characters

Chrystie vachon30 · Not Specified · FemaleArchetype: Guide

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