I came across this incredible keynote.

It’s bare bones.

It’s stripped away.

Let’s break down the script.

• Give you a behind-the-scenes look at keynote scripts

• Show you the 10-part structure of a killer keynote

Watch the YouTube video:​

Watch Video

Here’s the 10-part Keynote Structure:

1. Introduction.

2. The Challenge

3. Introducing the Solution

4. Establishing Credibility

5. Key Features and Benefits

6. The Offer

7. Call-to-Action

8. Addressing Objections

9. Testimonials & Social Proof

10. Urgency and Scarcity

Not every keynote is going to have all 10 - but the goal is to incorporate as many of these elements as possible.

Actionable Tip

If you take anything away from this keynote, it's these action items.

By injecting these elements into your 10-part keynote structure, you're on your path to creating a high-converting video that does the selling for you 24/7.

1. Write 3 "pain-stacking" sentences for your main problem

2. Name & claim your key feature something catchy (like "Pay in 4")

3. Insert a real customer into your product demo script

4. Script objections from your ideal user, then address them

5. End with a clear website CTA (e.g. "Visit product.com today")

​

The Full Script Breakdown

1. Introduction: Begin with a strong hook that grabs attention and establishes credibility.

Hi, I'm Bastian Lehmann with TipTop.

Today we're launching an entirely new way for you to pay for things.

There are lots of ways for people to pay for stuff right now. Credit cards, Apple Pay, PayPal, or even pay over time plans. These services are convenient, easy to use, and are available everywhere.

Sometimes, you don’t need a YouTube-y hook to kick off your keynote.

Sometimes you just need to say something bold enough like:

We are going to change how you pay for things.

New form of money?

2. The Challenge: Identify the problems and pain points your target audience faces.

Making it easy to pay doesn't make things more affordable. (Love this line)

Everything is getting more expensive and you're often forced to pay for something in full that you may want to replace in just a year or two.

And that's not even getting into how hard it is to sell things. Of course you can sell used items on marketplaces, but the effort of taking photos, listing, boxing and shipping is a lot.

And you deal with unknown buyers, fraud and high fees. All with no guarantee of a sale.

They’re attacking two problems: buying & selling.

The first problem is buying.

Bastian stacks on the pain.

Not only are things unaffordable, but you have to pay in full and you get rid of them in a year.

Stack on the pain.

1. Convenient payment methods doesn’t equal affordable.

2. Forced to pay in full

3. Get rid of items in a year.

4. Pain, pain, more pain.

Same setup for selling. Talk about the problem and keep stacking pain on top of it.

1. Photos, listing, boxing, shipping.

2. Unknown buyers

3. Fraud

4. High Fees

5. No guaranteed sale.

No one can argue that these pain points exist.

You are getting your customer to start nodding.

You’re sending them down the “Yes Path” getting them on your side.

Positioning the Product & Category Building

Now, it turns out that there is something that does tackle those problems. It has been around for a while, and it's called Trade-In.

Trade-In is a great concept.

It makes buying new products more affordable, allows you to trade up to new versions when they're released, and you sell something you no longer need at the same time.

It's a win win win. The trade in market is huge. The average US household holds around $2,500 worth of goods that can be traded in. It's also growing in popularity, and for good reason. Many consumer goods and electronics last longer than ever, and often retain a lot of value the time you upgrade. But even with all this opportunity, there is no real market leader in trade in.

There are startups like BackMarket and Declutter, and large companies like Apple or Samsung, that are mostly focused on getting you to upgrade to their own new devices.

But no one has quite found the recipe yet.

Now we’re diving further down the Problem path.

As Bastian is discussing the problem of buying & selling, you’re starting to think of all the ways in which this problem has already been solved.

He introduces “Trade-in” and your mind goes: “Right, exactly that’s the solution.”

But then he starts the Problem-Agitate sequence all over again.

1. People have a ton of used goods laying around

2. You can trade them in

3. But these companies offer terrible trade-in deals

3. Introducing the Solution: Present your new product as the answer to their problems.

Well, we think we've found it.

A very elegant way to make trade in that much better.

Let's take a look at the existing trade in programs.

You can use trade in, At network providers like AT&T or Verizon, but that often means signing up for expensive opaque contracts.

Or you can use something like Apple's trade in program. It's pretty good, but it has a limited catalog and your trade in can only go towards Apple products.

Then, there are trade in platforms that work with many kinds of devices, but they require you to send in your item before they give you a credit, and that process can take weeks.

You can also trade in at retail stores, but they offer less value, and often only as store credit.

Turns out, these programs are good for the companies offering them, not the people using them.

What if someone was to decide to build a trade in program that puts the customer first? Well, that's what we decided to do.

And that's TipTop.

Again, it’s pure pain that is undeniable.

You are nodding your head as he lists off all of these pain points.

The problem gets worse and worse.

They’ve done an excellent job at entirely mapping out the Problem in its entirety.

Your job: Fully scope of The Problem for your customer

When you fully map out every inch of your customer’s problem - you have them in the palm of your hand.

You know their problems better than they do.

It’s the one copywriting hack that has been used for decades.

4. Key Features and Benefits: Dive deeper into the specific features and advantages of your product.

TipTop is a trade in program that allows you to trade in something you own when you buy something new - Right at checkout.

TipTop also gives you instant credit for your trade in and it offers the largest trade in catalog available. Over 50,000 items. That's almost $280 billion worth of goods sitting in U.S. households today.

In other words, you can trade in almost anything you own to buy something new.

And we think that's pretty incredible.

Let's look at TipTop's main features.

First, it lives right at checkout. Trade in your item when you're paying for something new, right where you expect it.

Next, you get instant credit for your trade in.

No more waiting for your trade in credit.

It has buy now pay later, built right in. TipTop's “Pay in 4” with zero interest means low initial costs.

And shipping your trade in is also easier than ever. You can use a prepaid QR code or you can even have an on demand courier come pick it up.

So Tiptop lives right at the checkout, offers instant credit, lets you “Pay in 4”, and offers the easiest way to have your item shipped to us.

Naming & Claiming

“Pay in 4”

The best coined terms are so simple that they seem obvious when looking back.

It’s buy now, pay later but it’s different.

You may roll your eyes, but this is a perfect way to position their feature away from would-be competitors like Klarna, Affirm & Afterpay.

Limited the Features

This goes back to one of our 5 Deadly Mistakes - Mistake #2: Too many features.

I’m sure TipTop has loads of features, but for this keynote, they’ve limited it to 4 core features.

Product Demo

Using Tiptop to pay is so incredibly easy. Let's buy something together.

Here's Cradlewise, one of our great retail partners.

We choose Tiptop at checkout, Browse the trade-in catalog or search for the item we like to trade in. Confirm the trade in value.

Choose to pay in full or pay in full.

And that's it. It's so easy.

No fees on your purchase. Instant credit. And the easiest shipping options out there.

We know you're going to want to use it everywhere you shop.

This demo was clear & concise.

The video team did a great job of limiting what we see on the dashboard while still feeling like I’m looking at the real TipTop.

And notice the social proof: Cradlewise.

They could’ve used a generic seller but instead did the one-two punch of showing off how the product works and mixing in social proof.

The next time you’re scripting your keynote, try to inject your actual customers into the mix.

Use Cases & Objections

That's why we also made it very easy for merchant partners to offer TipTop.

Merchant partners can add it to their checkout flow in a matter of minutes, and they pay no upfront fees.

We've built friendly, easy to use installation options for Shopify and for direct integrations. And Adobe, Salesforce, BigCommerce, and many other eCommerce platforms are next.

The real users (the merchants) will have some objections.

Does this work on my ecommerce platform?

Can I use this in my business?

5. Call-to-Action: Provide clear and compelling instructions on how to take the next step.

We're proud to launch TipTop today, with the help of some great partners.

Try TipTop here and soon everywhere. Thank you.

Solid outro.

The last visual on-screen is “Tiptop.com”

100% yes. No fancy logos just a pure CTA - Go to the website.

So what’s missing?

Establishing Credibility.

Bastian never addresses himself or why he and his company are the right people for the job.

He’s unknown and just looks like a generic tech CEO.

How We Can Help You

If you like this newsletter and want to work with us, there are a few ways you can do so:

Launch your product: If you're a startup founder, and you're ready to launch your next feature or product, then you can apply with our Studio (link)

Get the $500K Launch Kit: Want the EXACT formula we use to launch apps and help our clients earn $50M+ in revenue? This course includes lessons, templates and the downloads that you can use on your next product launch. Enroll here (link)

Case Study: We show you how our startup client went from $0 to $594,444 in 6 days (link)