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The 4-3-1 Playbook: The Formula for the Perfect Lead-Generating Video

Hi and welcome back to Revel Forms!

Today we’re walking through our 4-3-1 Playbook:

  • 4 Questions
  • 3 Interviews
  • 1 Branch

This is our proven formula for creating the perfect lead-generating video.

The Perfect Four Questions

Studies show that forms with fewer than six questions get the highest response rates. So, what are the best four?

We like to keep it simple — think Who, What, Why, and Where.

1. Who

  • Ask the viewer: “Who are you?”
  • Use this moment to introduce yourself, your company, and your product or service
  • Great opportunity to build trust and familiarity

2. What

  • Address the dual-audience problem
  • Example: On a university website, students and parents visit the homepage, but they have very different needs
  • Use this question to segment your viewers and send them to the branch (covered below)

3. Why

  • Why are you the best?
  • This is your chance to share your value proposition
  • Highlight what makes you different from the competition
  • Focus on the customer’s job-to-be-done

4. Where

  • After the lead is submitted, don’t stop there
  • Guide the user to explore more:
    • Where can they learn more about your program, service, or product?
    • This step drives deeper engagement with your site

The Perfect Hosts: 3 Interviews

This is the ideal structure for a Revel video:

  1. The Host
    • Greets the viewer
    • Guides them through the interactive experience
  2. Expert #1
  3. Expert #2
    • These are subject matter experts who provide valuable information
    • Depending on the topic, you might include a third expert as well

Choose Your Own Adventure: The Branch

This is the final — and critical — step.

The Branch is where the viewer gets to choose their own adventure based on their interests or needs.

  • Do they want to learn about student groups or career services?
  • Are they interested in forestry, health sciences, or engineering?

We help you define when and where the split happens and implement the logic accordingly.

Summary: 4-3-1 Formula

✅ 4 Questions
✅ 3 Interviews
✅ 1 Branch

That’s the structure for an effective, high-converting, lead-generating Revel Form video.

Want to see examples with conditional logic, interactive branching, and real-world results?

👉 Visit our website: revelforms.com

Thanks for watching!