This is the exact 5-step framework used inside Stories to Launch to structure short-form video content that sells. Go through each step and understand how to apply it to your own offer.
Before the script works, your message has to be clear. Most people write sales content as if the viewer is already interested... they're not, lol. They're scrolling past strangers, half-listening, with sound off half the time, deciding in seconds whether something is worth their attention. Every step of this script answers a silent question in the viewer's head.
Fuzzy messaging sounds nice but tells the viewer nothing — there's no clear outcome.
"Join my Instagram Mastery Course" — unclear about what you get, who it's for, or what it actually teaches.
"Zoom calls go better with Opal" — "better" doesn't mean anything if you can't define it.
"How to improve your flexibility" — fine, but what do I miss by not being flexible?
Clear messaging answers one question immediately: What's in it for me?
"Here's how to get your next 1,000 followers with a 10-minute-a-day Instagram strategy."
"Here's how your Zoom calls become cinematic."
"Here's how to do the splits in 8 weeks — even if you can't touch your ankles."
If someone has never heard of you, clarity is the hook.
Every piece of sales content moves someone through one of three stages:
Interest — "That looks interesting."
Information — "Let me understand this."
Imagination — "What would my life look like if I did this?"
The 5-Step Sales Script walks the viewer through all three in order.
Think of the hook as a filter. It's calling out the right people with eye-catching visuals and an opening line that makes the right person stop and the wrong person scroll. Most bad hooks fail because they are neutral — they don't repel anyone, so they don't attract anyone either.
"If you want more sales, you need this one type of post."
"Coffee gave me jitters for years. This drink helped me ditch the crash."
"Old dead tree in your backyard?"
"Reality check about websites."
"Hey guys, Seth here…"
"It's Jeff, aka Jeff Fitness…"
"Here are 5 reasons why I'm the perfect person to help you…"
Strong hooks do three things:
Target one clear problem or desire
Imply a benefit for watching
Make the video about the viewer, not the creator
A good hook tells the right person "this is for you" — and tells the wrong person "keep scrolling." Neutral hooks attract no one.
"I sell [your offer] to [your audience]. Write 5 short-form video hook options that call out a specific problem or desire my buyer has. Each hook should be 1–2 sentences max, make the viewer feel seen, and imply there's a payoff for watching. Avoid starting with 'I' or introducing me as the creator."
People are not sitting down to "learn" on social. They are deciding, moment by moment, whether to keep watching. This step connects your content to a real moment, frustration, or situation they're currently in — not a theoretical future pain. Timeless advice doesn't move people. Moments do.
"If your steering wheel shakes at 65 mph, don't wait for it to go away — that's usually tires or alignment."
"You've been posting consistently and still getting zero leads. Here's why that happens."
"Most businesses struggle with marketing." — No one feels called out.
"Tire rotation is important for vehicle safety." — Matches no one's moment.
Names a specific situation, symptom, or frustration
Makes the viewer think "wait, that's me"
Connects to a moment they're in right now, not someday
Uses language the viewer would actually use — not clinical or generic
People act on moments and feelings. Timeless advice doesn't create urgency — naming their current reality does.
"My customer is [describe your buyer]. Write 5 short, specific problem statements I can use in a video that name a real frustration, symptom, or situation they're currently experiencing. Each should be 1–3 sentences, feel like I'm describing their day not lecturing them, and make them think 'that's exactly what I'm dealing with.' Avoid vague or generic pain points."
This is where you introduce your offer — but not as a pitch. You're giving the viewer a mental model shift. You're showing them that their current approach has a flaw, and that a different way exists. The viewer should be nodding along before you ever name a price.
"The reason most people stay stuck isn't effort — it's that they're solving the wrong problem. Here's the shift that actually moves the needle."
Positions the offer as logical, not promotional. Viewer feels like they're discovering something.
"My course covers all of this." — Weak sauce. No bridge. No mental model shift.
Jumping straight to features or benefits without first shifting the viewer's understanding of the problem.
This is where Interest becomes Information. The viewer goes from "that's interesting" to "I understand why this works." You're not selling yet — you're making the viewer smarter about their own situation, with your offer as the logical answer.
"I help [your audience] with [your offer]. The common mistake my customer makes before finding me is [describe the old approach]. Write a short script section (3–5 sentences) that positions my approach as the logical alternative — without sounding like a pitch. I want the viewer to feel like they're learning something, not being sold to."
Claims without evidence are just noise. This step is where you back up the solution with results, stories, or specifics that make the viewer believe it's possible — for them. It doesn't have to be a formal testimonial. A single specific story does more than a paragraph of claims.
"My client was working 60-hour weeks and couldn't figure out why revenue wasn't growing — turns out they were solving the wrong problem. Here's what we changed."
Specific outcomes, before-and-afters, or real stories with numbers. "0 to 3 booked calls in a week" beats "clients love this."
"This works great." "My clients love it." "Thousands of people have used this."
These tell the viewer nothing about what their result could actually look like.
When someone hears a specific, relatable story, they stop processing information and start picturing themselves in it. Imagination is what tips someone from "interesting" to "I want this." One good story does more than ten bullet points of claims.
"Here is a real result or story from a client or customer: [describe the situation, what changed, and the outcome]. Turn this into a short, compelling 3–5 sentence proof story for a short-form video script -- not the full thing, just the section. Make it specific, relatable, and focused on what the viewer could imagine for themselves — not a generic testimonial. Avoid sounding like an ad."
A post can perform and still be worthless if it never takes your buyer somewhere specific. The ask has to fit the intent of the video — a proof post can ask for a consult; a quick tip post probably can't. One clear next step. No distractions.
"DM me 'VENUES' and I'll tell you what I look for before I recommend a vendor."
"DM me 'SCRIPT' and I'll send you the full breakdown."
"Comment 'GUIDE' below and I'll drop the link."
"Link in bio" — on everything, regardless of what the post was doing.
Multiple competing asks in one video: follow + comment + DM + share. Confusion kills conversions.
Not every video can carry the same CTA. A video that builds trust through proof can ask for a consult. A quick tip video might only be able to ask for a follow or a comment. The CTA should feel like the natural next step — not a separate pitch bolted on at the end.
Proof / transformation video → book a call, DM for details, apply now
Educational / tip video → follow, comment, download a freebie
Behind-the-scenes / story video → DM to learn more, join the list
"I need help coming up with some CTA in a video. The goal of this video is [your goal: book calls / grow my list / sell a product]. The video topic is [what the video covers]. Write 3 different CTA options that feel like a natural next step from this video — not a generic pitch. Each should be 1–2 sentences, include one specific action (DM a word, comment, click), and match the energy of the rest of the video."
Here's how the 5-step framework plays out across three completely different businesses. Same structure, different worlds. Below is the full prompt and examples.
Seth's Tree Cutting — Seattle
- 50 five-star reviews
- Tree gone in a couple of days
- Five years of experience
Hook + WIFFM
"You know that old dead tree in your backyard? You probably want to cut it down sooner rather than later."
Problem
"If you live in Seattle, you know how dangerous it is to wait. Heavy rain and wind can turn that tree into a disaster overnight."
Solution + Proof
"At Seth's Tree Cutting, we've spent five years making properties safer in under 24 hours — backed by 50 five-star reviews from homeowners just like you."
CTA
"Call today to get a quick assessment and a plan that fits your schedule."
Branding + Design — 5 Spots Only
- Only five client spots available
- Branding included
- Free personalized 30-day growth plan
Hook
"Websites that actually bring in sales are becoming rare. Here's why."
Proof (WIFFM)
"We helped Client X go from constant site crashes to doubling revenue in 30 days with a site that actually converts."
Problem
"Running a business is hard enough. Fighting your own website should not be part of the job."
Solution
"Our all-in-one branding and design package turns your site into a sales asset, not a headache. But there's a catch."
CTA
"We only take five clients. Apply today and get a free personalized 30-day growth plan."
Montana Luxe Weddings
- Five-star reviews
- DIY wedding stress as the hook
Hook
"Watch this if you're thinking about DIYing your wedding — because this Montana ranch wedding almost fell apart before it even started."
WIFFM
"We took a high-end vision and matched it with the right vendors without blowing the budget."
Problem
"DIY wedding planning turns into endless Google searches, awkward negotiations, and stress that strains relationships. That's exactly what happened to this couple — some vendors even dropped out last minute. So they had family step in. And let's be real: family should be enjoying the wedding, not working it."
Solution + Proof
"With Montana Luxe Weddings, we handle vendors, timelines, and every detail — so you get the dream day without the chaos. Our five-star reviews speak for themselves."
CTA
"Ready to enjoy your wedding instead of surviving it? Give us a call and let's make it happen."
Write a short-form 5 Step Sales Script for my brand.
Follow this structure:
1. Hook
One sentence that calls out a clear problem, moment, or result my audience recognizes.
2. Relatability or Agitation
1-2 lines lines that show I understand what they’re dealing with and why it matters.
3. Value
Explain how my offer helps and what makes it worth paying attention to.
4. More Value or Proof
Add proof, examples, results, or reassurance.
5. Call to Action
Tell them exactly what to do next.
Format it like this:
HOOK:
RELATABILITY / AGITATION:
VALUE/"WHAT'S IN IT FOR ME?" (WIFFM):
MORE VALUE / PROOF:
CALL TO ACTION:
After the script, give me 5 alternate hook options that would also work.
Keep the tone clear, grounded, and human. No hype.
Here’s an sample script to learn from in brackets below:
[Hook
Watch this if you are thinking about DIYing your wedding because this Montana ranch wedding almost fell apart before it even started.
WIFFM
We took a high end vision and matched it with the right vendors without blowing the budget.
Relatability or Agitation
DIY wedding planning turns into endless Google searches, awkward negotiations, and stress that strains relationships which is exactly what happened to this couple. They couldn’t find trusted vendors, and some even dropped out last minute. So they had family and friends do it, and let’s be real family and friends should be enjoying the wedding not be your co-workers.
Value
With Montana Luxe Weddings, we handle vendors, timelines, and details so you get the dream day without the chaos. Our five star reviews speak for themselves.
CTA
Ready to enjoy your wedding instead of surviving it? Give us a call and let’s make it happen.]