I didn't understand these were commercials. That is an entirely different thing. This is something I know a lot more about. At times I have worked with people doing commercials and written text for ads. I remember marketers getting very involved in that stuff.
This is a huge area. This types of things is more psychological then detail oriented. You motivate, then inform. If you do it the other way around they may stop watching before you inform them.
For example you can list features of Script Debugger and try to sell it that way. Or you start off talking about all the amazing things the person you are talking to will be doing when they have Script Debugger. Help them to see themselves as if "through their own eyes" doing amazing things and loving it. Getting people to see it through their own eyes is a big thing with marketers. It took me a while to get the hang of this with writing.
You can appeal to pride. You can appeal to the idea of not being left behind. Tell them don't deny yourself of this miraculous gift any more. If the person sees themselves happy and doing great things it will sell more then just trying to give good statistics. My father was into marketing and always talked to me about it.
Testimonials are often helpful. When doing testimonials that should sound natural and real. The rest of the commercial should be polished. SD users could send you videos or audio that you cut put into your commercials. Facts are good in commercials, but good emotional content is absolutely essential. I haven't heard you talk at all about emotional content.
This is such a huge topic. There's no way I can say say everything. The standard thing is to figure out is what you need, and then figure out how to get people to "want" to by the product in amounts that meet your needs. How the commercial comes off emotionally is the biggest factor to selling. While intellectual content and facts are the biggest part of a tutorial. I think if you focus on that you can come up with way better commercials.
Commercials themselves come in many different types. Brand recognition is probably the most common. You do something to get people attention and say the product name over and over and when people are ready to buy something they think of your product first. These often have little about the product itself and many times sell more then when the commercials do talk about the product.
Commercials appeal to patriotism, pride, fear, hope, ... and sometimes actual information about the product is missing and the ad is still successful. For you I would say a mix of emotional and informational would be best. "Inspiring people" is better then trying to "talk them into something." Getting people to fell more important, more prepared, more safe, ... with Script Debugger is the marketers way to it. Use adjectives like advanced, innovative, ... words like solution, answer, or phrases like "before it's to late," or something like you deserve SD instead of you need. But your goal can't be to just insert such things. The surrounding words have to go with the words and phrases I just mentioned.
Brevity and emotionally powerful can get strong responses. Any where from nearly all, to every, word is usually chosen carefully in a professional commercial. Companies often hire someone whose "in-person presence" is motivating, trustworthy, .... If you can see people in your mind doing better with Script Debugger then tell people "why" this is so more then "how" it will be. Depending on if you are doing video or a just text what you can do, and how you do it, change for both. They each have strengths and weaknesses. The potential of video is often wasted because people do not understand those strengths and weaknesses. If you are doing video then something like You Tube is an option. Once on you tube then the words you use for text on you tube page then becomes important. You can get hits on people interested in script debugger from just that. If google's search engine thinks SD is interesting then it tells other people.
Commercials should have some kind of clear and effective message passed on which may or may not be overtly stated. There are too many ways this is done to even begin to list them. A video commercial is not just a video. It is an experience designed to leave someone with the impression that Script Debugger is something they want.
Say things early on that will get people's interest so they will watch to the end. If you don't think there is enough market demand then the commercials main purpose is to create market demand. Everything else is secondary to that. While that sounds obvious so many people start out with that and then say I can't do that or a commercial must have this, ... and the commercial goes down hill.
Will any of your commercials show someone working with script debugger or will they all be screen shots? People can get locked into just screen shots when advertising software. When this happens the viewer has no feedback on how the person is taking this experience. Screen shots mixed with a happy person excited to use script debugger send additional subconscious messages.
Will there be any music in the commercial. Will it be normal sound level or low background music, or a mix. Will there be any music at the beginning. Music, when done correctly, has a strong emotional effect on the watcher and/or listener. Also you can put text on the screen, or you can animate the text coming to screen.
Here is just example off the top of my head. I only thought about this for a few seconds. The world people are living in today is changing quickly because of technology. If you can tie that into Script Debugger being the best solution for something related to this big change it would be be a strong motivator. Many people are worried about losing jobs to technology, and they feel they need to learn more technical things. An ability to script is on way for a office worker to be of more technical value in the office.
Part of marketing is doing promotional. This could be deals with schools. Postings a special price now on forums, something with a short time, maybe 12 or 24 hours. A short time makes it sound like more of a deal. If any in the forum buy SD they are likely to talk about it, others in the forum are likely to ask about it. Getting people to talk about it is what is know as "word of mouth" and it's an effect that goes on long after the event that started it is over.
Well there is no way I can say everything. So I should just stop here. I will say marketers use a team to come up with this stuff. You need different kinds of experts to put together a good powerful commercial. I am far better at doing emotional content stuff then I am at adding things to make a commercials look professional. It is always better to do a commercial with a group that has different skill sets. Do you have anything ready to show yet?