Lesson 2 of 4 · 5 min
Script beats
Your script has a hook, a turn and an ask, in the first, middle and last thirds.
A creator script has three jobs and about thirty seconds to do them. Trying to do them in a different order is the most common reason one fails.
The three beats
Hook, first few seconds. Name the problem or say something that stops the scroll. No brand, no product.
Turn, the middle. What changed and why. This is where the product appears, as the reason things got better.
Ask, the last few seconds. One instruction. Not three.
Steps
- Write the three beats as three sentences before you write the script.
- Expand each to two or three sentences.
- Read it out loud with a timer.
- Cut whatever pushed it past your target length, starting from the middle.
What to watch for
Scripts that open on the brand almost always fail. The first three seconds are spent earning the next twenty, and a logo does not earn anything.