Picking the right format (Module 2) gets someone to tap play. What happens in the next 30 seconds decides whether they watch, remember you, and act. This structure is sometimes called the direct response formula — it's built specifically to stop the scroll, make the viewer feel understood, and give them exactly one thing to do next.
0–3 seconds: The hook
You have about three seconds before the average viewer decides to keep scrolling. The hook has to be a pattern interrupt — visually and verbally. It should never be your logo or a polite greeting. A bold statement, an unusual visual, or a direct callout to your exact audience works far better (e.g. "Stop throwing away your money on cheap razors").
3–10 seconds: The problem (agitation)
Once you have their attention, immediately justify why they stopped scrolling by naming a pain point they actually experience. Show them you understand the frustration. For a B2B payroll software tool, this is where you'd describe the headache of manually correcting timesheets at 9 PM on a Friday.
10–25 seconds: The solution & proof
Introduce your product or service as the answer — and show it, don't just describe it. This is the visual demonstration phase. For a physical product, show it being used successfully. For a service, flash a quick 5-star review or a before-and-after shot. This is where credibility gets built.
25–30 seconds: The call to action
Tell the viewer exactly what to do next — one command, not a menu of options. "Click the link below to get 20% off your first order" or "Sign up for a free trial today." Make sure whatever's on screen matches the action you're asking for.
Build your script
Draft each section below. The tool estimates a rough word budget per section and flags a few common mistakes.
Tool: Script Timeline Builder
The Hook (0–3s)
0/~8 wordsA visual and auditory pattern interrupt. Not your logo or a polite greeting — a bold statement, unusual visual, or direct callout to your audience.
The Problem (Agitation) (3–10s)
0/~18 wordsValidate why they stopped scrolling by naming a pain point they actually feel.
The Solution & Proof (10–25s)
0/~38 wordsShow your product or service in action — don't just talk about it. A quick review or before/after builds credibility.
The Call to Action (25–30s)
0/~13 wordsOne singular, clear command — not a list of options. Match the on-screen visual to the action.
Word budgets assume ~150 words per minute (a common average speaking pace) — a rough guide, not a hard rule. Feedback here checks basic structure only; it isn't a substitute for testing the actual video with real viewers.