What do you want your viewer to do after watching the video? How do you get your viewer to do what you want them to do? Aka… How to improve conversion. 1. Use the right target desire of your target audience. Q1 Is the desire big enough? 5 things: need, want, desire, problem, frustration. Q2 Is the desire persistent? eg. food, health, travel, cars, beauty, Q3 Are there enough people in the world with the same desire? 2. The right video structure or an effective script. Leads viewer all the way to take action. Structure 1. AIDCA attention interest desire conviction action. Structure 2. Why, what, how, what if (scenarios and case studies), now (call to action). Structure 3. SPIN selling. For face to face selling. Situation, problem, … ===THE GIST of it all=== Gideon Structure (GS). GS1. Target Audience / problem match. Tell viewer about the problem to qualify the match. GS2. Problem / Solution match. Build an intriguing story / experience. From pain to discovering t