What are the most important things to consider when writing copy for a video script?

When you're writing a video script, your goal is your guide. What's the message you aim to send? It determines how you should speak and structure your script. Video is all about captivating and engaging your audience, and your goal sets the direction

- Less is more - let visual cues tell the story as much as possible - Use emotive/energising words that can be used on-screen if possible - Grab attention - the first 10 seconds are critical - Build the suspense/story - keep the viewer hanging on for the ending

The introduction/ opening scene of the video plays a crucial in getting traction; hence, it must be catchy and engaging. Here are a few tips that I follow; - Start with a question. (to bridge the gap through your product later) - Start with a Fact (Do you know xx%) - Start with Imagination (Have you dreamt?)

The headline and hook are the most important elements of a video script. Get that wrong and nothing else works. The headline and hook grab attention of the audience while the video expands on info by engaging with useful info. The video script is shaped by the needs of the audience, be it education, entertainment or information. How the info is presented will reflect expectations of the audience.

Have a clear message, be brief and straight to the point. If you use stories, make them relevant. Everything you do should contribute to the feeling you want your audience to have, that connection you are trying to build with the one watching your video should be your ultimate goal.

One thing I've found helpful is to interview people in the target market. Get to know their desires, fears, hopes and dreams. Understand what keeps them up at night and their frustrations. When you truly understand what they want and the problems they are trying to solve, you will know how to position your product or service to meet their needs and solve their problem.

Understanding your goal is paramount. When I initiated a B2B podcast and newsletter, I didn't assume. I interviewed 50+ product managers to grasp their content needs. Their feedback? A yearning for in-depth case studies and actionable insights. This shaped the podcast's direction, focusing on genuine challenges and solutions. The clear goal: equip product managers with content tailored to their real-world hurdles. By defining this objective, every video and article was laser-focused on delivering true value. Especially in the B2B world, you have to remember you aren't just competing with other business creators, but with all the content out there on the internet - it's a lot easier to do that when you truly know your audience.

Another important tip is to know your audience. Who are you speaking to? What do they like, what are their interests? Tailor your video script to match their preferences. In the world of video, understanding your audience is key to keeping them hooked and entertained.

In my experience as a real estate professional and marketer for an elementary school, I've discovered that understanding your audience is the ultimate secret to effective video copywriting. By diving deep into market research, you can uncover the desires, needs, and aspirations of your target viewers. This knowledge allows you to speak their language, connect emotionally, and make your script resonate powerfully. Use relatable language that avoids jargon and complexity. Craft a compelling narrative that takes viewers on an emotional journey. End your script with a clear and compelling call to action. Understanding your audience is the single most important thing when writing a video script.

It's imperative to know your audience. You wouldn't use technical language for an article about gardening. Knowing your audience helps you to tailor your content to the right target.

Read it out loud. While you’re writing and once you have a solid draft. Revise until you can get through it smoothly. Then have another person read it out loud. Revise again until they get through it. Instead of simply delivering it to your client, schedule a time for them to read it and then revise again based on their reading and feedback.

A good video establishes the situation, the problem, the character, their ambition, and the solution. Find ways to do 2-3 things through subtle actions/expressions and it’ll not only save a lot of time but also remove the stupid sounding redundant dialogues that you see videos have.

In my experience, the first 5 to 10 seconds of your video is critical. You need to hook them quickly with a short, intriguing thought that will keep them watching. Capture their attention and engage the viewer's core emotional drivers. Your hook should resonate with those deep-seated desires and pains, promising a solution or a transformation.

?? An effective video script relies on colloquial and everyday language. The key message should be clearly and authentically stated. We find that when clients use simple terms accompanied by hand gestures, audiences pay attention.

Remember, in video scripts, shorter and simpler is better. Keep your message concise and easy to understand. Viewers have short attention spans, so it's all about delivering your point quickly and clearly.

When you're writing a video script, make it snappy and heart-touching. You want people to really feel it and stay glued to the screen. In the video world, it's all about creating that emotional connection with your audience.

Crafting video scripts goes beyond mere words; it's about evoking emotions and holding attention. When developing my B2B podcast, the potency of engaging narratives became clear. Using anecdotes from my interviews with product managers, I incorporated genuine stories, occasionally injecting humor or surprising statistics. Emotional triggers were crucial: addressing fears or celebrating small victories. And it wasn't just the content; delivery mattered. Intentional voice modulations, dramatic pauses, and emphasis turned scripts from mere text to an engaging, emotive experience, propelling listeners to take action.

Personalize your article. This helps to make it more engaging and emotional. Share personal examples or anecdotes. This is a great way to hook your reader and set the hook.

Your video script cannot exist in a vacuum. It needs to reflect clear corporate and product messaging, which must also be present on your website, sales collateral, LinkedIn profile and more. Consistency across all channels is vital. Without it, you invite brand confusion, which undercuts your message at every turn. That said, scripting a video may force you to think about elements that are not present in your other materials. What sort of animations reflect your values? What emotions (or lack thereof) should your voiceover artist convey? Should it be short and punchy, or detailed and explanatory? Think about what your company stands for, and if you've done the foundational brand work, these questions should answer themselves.

Video scripts work best when you think visually. If you can pair visual ideas side by side with your script, it will be easier for the director to shoot and the editor to cut it into a cohesive story that captivates your audience. When I'm writing a script, I divide the page into two columns. The left side is the audio script for the voice over or actor to read, and the right side is the visual shots or b-roll to illustrate the story.

Each sentence in a video script should add 1 of 2 things:- 1. Detail 2. Pace Use detail to deliver the key messages and create emotional connection with the audience. If you're not adding detail, add pace to move the 'story' of the video forward or move to the next point. This will ensure your content is as impactful as possible, and that you can make all the points you need to in your script while giving words the time and room they need to breathe.

People talk slower than they read. Keep that in mind when writing video scripts. Don't just recycle the same information the audience could get from reading in exactly the same way, because many times this is less efficient in video form. Take advantage of video's suitability for storytelling instead of simply instructing or explaining.

Text meant for reading presupposes a visual perception of letters that triggers processes of comprehending and imagining. Text meant for the screen means the video creators (along with actors, voiceover, etc.) will be the ones imagining AND showing it to everyone else. It takes the creative component off the audience and shifts it towards those who produce the video content. While you cannot control if the readers get your message right, you MUST make sure the video creators will. Your script has to leave no leg room for misinterpretations.

Optimizing your video script for SEO and accessibility is crucial, especially if it’s intended for online platforms. Employ SEO best practices, including using relevant keywords and creating a transcript, to enhance the video’s online visibility and searchability. Simultaneously, ensure inclusivity by adding captions and providing a transcript, making the content accessible to disabled individuals. These steps not only broaden your audience reach but also ensure that your content is user-friendly and compliant with accessibility standards.