How to write a 1-minute video script that actually sells

No one will ever tell you this!

There’s one pattern I see over and over again. Short videos dominate the internet. Alex Hormozi? He’s exploding on YouTube, TikTok, and Instagram. Yet, would you believe if I say he’s the same guy who started with videos that barely got attention?

And he wasn’t alone. Gary Vee’s early wine content? He was getting double-digit views despite decent production. Ali Abdaal? He mentioned spending 6 hours on videos that barely cracked 100 views in his first year, quoting, “Your first 50 videos are going to be terrible.”

The purpose of me saying this? Attention. And grabbing attention comes down to one thing. Writing the perfect script.

What’s wild today is that Wyzowl reports 91% of businesses use video as a marketing tool, with 95% saying it’s central to their strategy. But most of them are making the same mistake these creators made early on. SCRIPTS.

And the difference between a video that bombs and one that books meetings isn’t your production quality. It’s your first 10 seconds. That’s where the sale dies. That’s where you lose your viewers.

Not at the pitch. Right at the beginning.

Why 60 seconds is your sweet spot

If I speak of retention, 60 seconds dominate because attention spans online have become literally nonexistent. Metricswatch says viewers finish 66% of videos under one minute. Stretch that to 2-10 minutes, and the rate drops to 50%. Go longer than that, and you’ll end up losing 3 out of 4 people way before the ending.

Now this isn’t because people are lazy. It’s because, well, FLUFF IS FLUFF.

Videos under 60 seconds are most effective. And the data at Wyzowl backs it up. Short videos force you to get clear. And clarity is what sells.

• They match the way people consume content.

• Viewers do not feel the pressure to commit time.

• Your message stays focused.

• You can show authority quickly without overwhelming people.

• They are easier to repurpose across platforms.

Mistakes that kill your video before it starts

And I bet most creators do this unintentionally!

1) Starting with who you are instead of what they get

If I go with, “Hi, I am Sushmita, founder of SaaS Company, and today I want to talk about…”

I myself would cringe the next day before clicking on my video. Viewers open your video because the thumbnail promised them something. Lead with the payoff, not your credentials. They do not know you yet. They will not wait.

2) Leading with features instead of feelings

When a B2B consultant opens a pitch with “seamless integrations, AI-powered analytics, and proprietary frameworks,” they’ve already lost half the room. Buyers don’t care about how advanced your system is.

But when you get this right, the tables turn. HubSpot reports 96% of video marketers saying videos have helped them increase brand awareness. And 88% as per Wyzowl, say it’s helped them generate leads. That ONLY works if you’re talking about what people CARE about.

3) Trying to say everything at once

Pick one problem. Solve it. That’s it. Don’t pack your experience, market knowledge, photography skills, and other tactics into one video.

Your video is competing with hundreds of other pieces on the internet. If you’re a B2B consultant explaining a business problem, don’t try to show all your experience, frameworks, and past clients. Just answer the one question your buyers care about: “How can I fix this problem?”

4) Writing like you’re presenting

The words you write need to match the words you actually use. That means contractions (don’t, can’t, won’t), casual language, and zero corporate speak. If you stumble when reading your script out loud, your viewers will tune out watching it. Let’s take “Utilize our comprehensive solution to optimize your operational efficiency.”

Would you say that to a friend? NO. So, don’t write like that.

5) Explaining the problem they already have

“You know how hard it is to manage your viewers’ attention? Well, let me tell you why that’s such a challenge…”

NO. They clicked because they already knew the problem. Spending 30 seconds describing their pain just tells them you’re about to waste their time. So jump straight to the insight or solution they haven’t heard before.

6) Bonus: Saving your best point for the end

Always, always lead with your strongest hook. The algorithm rewards retention in the first 3 seconds. If your best line is at the 2-minute mark, 80% of viewers will NEVER hear it.

The 60-second structure that gets people to buy

Here’s a rough framework. It works pretty well for B2B consultants and almost anyone selling anything. Just twist it your way!

0 to 8 seconds: The hook

Always start with the most counterintuitive, surprising, or specific thing you’re about to say. The thing that makes someone stop mid-scroll.

We are buying attention here. Our hook should tap into a problem they already have or a result they want. Like,

• “I lost 2 high-ticket consulting deals before I realized what clients actually listen for.”

• “This proposal was getting ignored for weeks. I did 1 change, and it turned into a signed contract.”

• “Clients keep asking why their strategy isn’t working. Here’s the answer they don’t expect.”

If you look closely, each one creates a gap. You want to know what changed. You want to know what worked. You want to hear the honest answer. That’s gotta be your hook! That curiosity gap.

9 to 30 seconds: The problem and why it matters

Now you’re expanding on the hook. Show you understand their world. Make it specific. Don’t say “Marketing is hard.”

Say, “I was spending 20 hours a week on content that got zero engagement. My competitor with half my experience was landing clients I should have won.”

THIS is where you build trust. The viewer needs to feel like you’ve been exactly where they are. That you get how frustrating this specific situation is. You give them 1 concrete problem. Not the general pain point. The specific moment your viewer had last week.

As a viewer, I would need to feel seen, NOT educated.

31 to 50 seconds: Your solution

And this is where most people mess up. They explain their entire process, every feature, all the bells and whistles. Never do that.

Tell them the one thing you did differently and what changed because of it. Give them a number. A result. Not a BIG case study. A proof point.

Something like, “So I started leading with the actual problem my clients were facing, not my product features. Suddenly, my close rate went from 12% to 47%.” This is where you earn the view. Make it specific enough that they couldn’t have Googled it.

51 to 60 seconds: What to do next

Tell them exactly what action to take. The easier you make it, the more people will actually do it. Don’t give that boring “let me know what you think.”

I won’t let you know what I think.

Give me something more actionable, like, “DM me the word ‘SCRIPT’, and I’ll send you the template.” “Link in bio to try it yourself.” “Comment GUIDE for the full breakdown.”

One action. One result. As a viewer, don’t give me more to think about. Give me one thing to do next. Such videos even get more traction, engagement, and perform better.

Your pre-recording question checklist

Not just Instagram, but every other platform favours shorts. As per Hubspot, YouTube Shorts hit 5.91% engagement rates, topping TikTok at 5.75%. So while you think you’ve written a perfect short script, it may or may not hit the mark because the competition is high.

So before you hit record on your next video, run through these 4 questions:

1. Would I watch this?: Be brutally honest here. If this video showed up in your feed, would you actually watch it? Or would you scroll past?

2. What do they do next?: After watching your video, what specific action should someone take? If you can’t answer in one sentence, your CTA isn’t clear enough.

3. Can I say this without cringing?: This should instead be your first question. Read your script out loud. If any line makes you uncomfortable or sounds fake, rewrite it.

4. One thing: What’s the single problem you’re solving in this video? If you listed more than one, cut everything else.

Tools that help you script faster

And NO! You do not need any fancy tools, let alone PAID tools, to get started. Here’s what I’d recommend:

• Notes app for script drafts

• Teleprompter apps

• CapCut for editing

• Descript for basic repurposing

• Loom for practice takes

A quick checklist before you record

This checklist helps you keep the script clear and easy to follow. Ask yourself these questions:

• Does my hook clearly state the outcome or problem in the first few seconds?

• Am I focusing on just one clear idea?

• Does this sound like how I’d explain it to a friend?

• Did I show one clear result or learning, not a full pitch?

• Is my call-to-action simple and obvious?

• Can this be said comfortably in under 60 seconds?

If you can say “yes” to all of these, your script is ready to record.

Are you ready to turn your videos into a lead-generation system?

I’d say more, but the numbers already tell the story. 93% of marketers, according to a Wyzowl report, say video has given them good ROI. Yet, that ONLY happens when your script is doing the work.

But the next problem begins when you think that’s all it takes. Writing the script is actually really just the beginning. If you want to build a full content strategy that brings clients to you (instead of you chasing them), that’s where a video marketing strategy comes in.

Trimmerly helps B2B consultants get inbound leads with YouTube marketing. From editing to strategy to repurposing, Trimmerly handles the entire video marketing process so you can focus on running your business. Go check ‘em out now!