You want to create a video that delivers your message, engages your audience, and achieves your goals. But how do you write a script that aligns with your objectives? Here are some tips to help you craft a video script that works for you.
Before you write anything, you need to know why you are making a video and what you want to accomplish with it. Your purpose should guide your tone, style, and content of your script. For example, if you want to educate your viewers, you might use a clear and informative language, provide facts and examples, and include a call to action. If you want to entertain your viewers, you might use a humorous and creative language, tell a story, and include a hook.
A video that aims to increase sign-ups to an event should be inspiring - whereas a video aiming to help an audience understand a topic would be educational. Having a clear direction for your videos increases the chances of success in achieving your objectives.
Your script should also reflect who you are talking to and what they care about. Your audience should be able to relate to your message, understand your point of view, and feel motivated to take action. To know your audience, you need to do some research and analysis. You can use tools like surveys, interviews, personas, and analytics to find out their demographics, preferences, pain points, and goals.
The most important thing here is to realize what your audience needs help with. If you can help them with empowering content - do it yourself advice that takes them forward without your help - you will be the go-to-person when they realize it's really hard to do without your support ;)
Your script should also match the format of your video. Depending on the type and length of your video, you might need to adjust your structure, language, and visuals. For example, if you are making a short explainer video, you might use a simple and catchy formula: problem, solution, benefit, and call to action. If you are making a long documentary video, you might use a more complex and detailed formula: introduction, background, evidence, argument, counterargument, conclusion, and call to action.
This all comes down to 1. The impact you are trying to achieve. 2. The platform your video will be hosted on. 3. Your target audience. - Are you trying to educate, inspire or create awareness? - A video on TikTok will likely require a different structure from one that lives on a website. - Knowing WHO you are talking to will also shape your creative choices.
Your script should be clear and concise. You should avoid jargon, slang, and unnecessary words that might confuse or bore your audience. You should also use active voice, simple sentences, and transitions to make your script easy to follow and understand. You should also proofread and edit your script to eliminate any errors or inconsistencies.
The biggest challenger for most new video creators isn't writing their scripts - but actually being able to comfortably say what they wrote in front of the camera. This is because they don't write their script in a way that aligns with their speaking voice. To solve this, you can start by actually speaking your ideas aloud on camera, transcribing them with a free tool like Descript or Otter.ai, and editing that text into your script, before the final recording.
Your script should also appeal to your audience's emotions. You should use words, stories, and images that evoke feelings and emotions in your audience. You should also use techniques like rhetorical questions, repetition, contrast, and metaphors to make your script more persuasive and memorable. You should also vary your tone, pace, and volume to create interest and excitement.
The majority of the emotion you convey won't come from the words you say, but rather how you say them. So while writing, keep in mind the tonality, emphasis, and even body language you'll use in your actual recording.
Your script is not finished until you test it and refine it. You should read your script aloud, record it, and watch it to see how it sounds and looks. You should also get feedback from others, such as your team, your clients, or your target audience. You should ask them questions like: does the script match the purpose, the audience, and the format? Is the script clear, concise, and emotional? Does the script achieve the objectives? You should then use the feedback to improve your script and make it more effective.
After researching this, including interviewing B2B content creators myself, getting content out into the world over and over again seems to be the most important aspect. As soon as your content is out in the world, how you feel about the content changes. You will notice who comments and who watches. And you will get ideas on what you can do so that the next time, they love it even more. But that only happens if you produce and publish. And the more you do it, the faster you learn ^_^
The script is the cornerstone of any video. When it is well-crafted, resonates with the target audience, and includes a clear call-to-action (CTA), the video project is well on its way to achieving its intended goals and purposes.
Instead of pursuing a linear script-writing process, I advocate for a more iterative approach involving multiple drafts. It commences with the creation of a synopsis, followed by the formulation of a concise one-liner based on the synopsis. Subsequently, the first draft is developed. This process entails a meticulous review and analysis of the content through various stages, culminating in the production of multiple drafts. Collaboration with team members is imperative, as their insights and suggestions should be openly discussed, considered, and incorporated when appropriate. Moreover, Strive to become the most discerning evaluator of your content, engaging in a relentless process of self-questioning to continually enhance your writing.