As we like to say, Dopplio isn't a magic bullet, it's a multiplier, and a very effective one at that -- but 1000 x 0 is still zero.
Therefore it's important to have a good video worth multiplying. This basically comes down to two things:
A good script
Good delivery
In this article, we'll break down the following script Emma Recruiting used to generate over half a million dollars in revenue:
Script Breakdown
This script is carefully designed to constantly keep the recipient engaged with highly relevant info, let's break this down:
(Charm + name hook) - Hey Emily. How're you doing. I'm Emma the head recruiter at Emma recruiting"
(Personalized hook) - and I noticed you're hiring for healthcare management.
(Highly-relevant service) - We're actually a niche recruiting firm specializing in healthcare leadership
(Testimonial) - with some of the big names in healthcare
(Personalize / compliment to re-up interest) - Given your position, I'm sure you're quite busy
(Remind of pain) - but with the market being so tricky at the moment, I thought I'd reach out
(Casual CTA) and if you all looking for the extra support, just shoot me a message and I'd be happy to chat.
Techniques Used
There are a few things being used here:
1. Open with charm
Apart from the delivery method (subject line/thumbnail), the first few seconds are crucial for getting the listener to decide whether you're worth listening to.
A smile, warmth, and energy help a lot here.
2. Keep the 'interest meter' high
Remember the meters from the computer game 'The Sims' ?
I like to think of listeners as having an 'Interest' meter, which goes down the more we speak about ourselves, and needs to be replenished using highly-relevant or personalized content.
If you look at our script, everything except the beginning intro and ending CTA was personalized and relevant. The exact techniques used for this are detailed in the next sections.
3. Reference actual specifics
Examples from the script:
"Niche recruiting firm specializing in healthcare leadership"
"with some of the big names in healthcare"
"with the market being so tricky at the moment"
Obviously the more specific you can make the content, the more it will resonate.
E.g. if you have 1000 prospects across 5 different industries, a single video for all of them may not be personalized enough to resonate.
But if you make one video per industry (so five videos in total), with each one referencing specifics of that industry, and send each one to the 200 prospects in that industry, you can enjoy much more resonance for only a bit more work.
But you have to balance this specificity with how much time you want to spend making videos.
I.e. if you end up making 100 videos and sending each one to ten people, you may experience only slightly increased resonance relative to the work you put in -- so balance is key.
One thing that can help here is the next section's technique: specific-sounding generics
4. Use specific-sounding generics
Examples from the script:
"Noticed you're hiring for healthcare management"
"Given your position, I'm sure you're quite busy"
These are phrases that sound individually personalized, but can apply to a wide range of people.
In this case, we were targeting:
companies that had posted jobs for healthcare management positions
hiring managers at the director/VP level or higher
So these phrases worked well while sounding natural and individually personalized.
Some overlap here with the previous section, in that you have to balance specificity with effort to find the sweet spot of value vs time spent.