Script Writing Masterclass: AIA Framework for Captivating Videos

If you're looking to improve your script writing for videos, the AIA Framework is a powerful tool. This approach helps you focus on three core elements: Attention, Information, and Action, which are essential to creating compelling content that keeps your audience hooked from start to finish.

Attention: Capturing Your Audience’s Interest in the First 5 Seconds

The first few seconds of any video are critical. If you can’t grab attention quickly, you risk losing your audience before they even get to the main content. Here’s how to ensure your script stands out from the start:

1. Negative Words: Negative words play on our fears and curiosity. People often want to avoid mistakes or bad outcomes, so incorporating these can instantly hook your audience. For example, phrases like:
2. Unavoidable Words: These are words that suggest urgency or importance. When you say something is “essential” or “must-see,” it signals to the audience that this information is too important to miss. Examples include:
3. Educational Words: People love to learn new things. Using words like “how to,” “learn,” or “discover” implies that the viewer will gain something valuable. Educational phrases might look like:
4. Secret Words: The promise of exclusivity or hidden knowledge is a surefire way to grab attention. Words like “secret,” “hidden,” or “little-known” make viewers feel they are about to learn something special. For instance:
5. Phrases That Hook: Some phrases naturally draw people in by sparking curiosity or promising quick results. Effective hooks include:

Incorporating one or more of these hooks in your opening sentence or the first few seconds of your video can greatly increase audience retention.

Title/Headline: Make it Irresistible

Your video or blog title is often the first thing people see, so it needs to be attention-grabbing and informative. Using trigger words in your title increases the chances of clicks. For example:

• “10 Mistakes You’re Making in Your Script (and How to Fix Them)”
• “How to Write Engaging Scripts in 3 Easy Steps”

Numbers are especially effective in titles because they promise clear and structured content. Studies show that people prefer numbered lists and actionable steps. Here are some examples of titles that use numbers to grab attention:

• “5 Proven Strategies to Write Faster”
• “Top 3 Tools Every Screenwriter Should Use”

Numbers + Hooks + Trigger Words = A winning formula for grabbing your audience's attention.

Information: Keep it Short, Crisp, and Impactful

Once you have your audience’s attention, it’s important to keep them engaged by delivering clear and concise information. Viewers don’t want to be overwhelmed with details, so the key here is to focus on delivering your message in a way that is easy to follow.

A common saying in marketing is that “story sells.” People are naturally drawn to stories because they are relatable and easier to remember. When scripting your videos, think of how you can weave a short story or personal experience into the information you're providing. For instance, if you're teaching a writing technique, you could briefly share how you struggled with it initially and how you overcame that challenge. This makes your content more relatable and engaging.

The goal here is to give value in a way that’s enjoyable to consume. Avoid long-winded explanations and focus on the key points, using stories to connect with your audience emotionally.

Action: Powerful CTAs to Drive Engagement

A good script doesn’t just end after delivering information—it encourages the audience to take action. This is where the Call to Action (CTA) comes into play. Your CTA should be clear, simple, and aligned with what you want the audience to do next.

Here are some effective CTAs you can incorporate in your videos:

1. “Click the link in bio for more details.” – This works well if you want to drive traffic to a specific page or resource.
2. “Comment your thoughts or queries below.” – Asking for comments is a great way to engage your audience and encourage interaction.
3. “Watch the full video on YouTube.” – If you have more detailed content elsewhere, this is a good way to funnel viewers to longer videos.
4. “Like and follow for more tips.” – Simple, yet effective. Directly asking viewers to like and follow can significantly increase engagement because you’re giving them a specific action to take.

The simpler your CTA, the better. People are more likely to follow through if you give them a clear, straightforward instruction.

Word Count for Scripting Videos

When scripting videos, it’s important to be mindful of the word count to ensure your video flows smoothly and matches the intended length. A general rule of thumb is:

• 1 minute of video = 150 words
• 2 minutes of video = 300 words

Keep these numbers in mind to avoid cramming too much information or leaving too little for the allotted time. It helps ensure your pacing is right and the message is clear without overwhelming the audience.

Video Length: Long-form vs. Short-form

Different types of videos require different lengths. Here’s a quick guide:

• Long-form videos (3 minutes or longer): Best suited for in-depth content, tutorials, or explainer videos where you dive into a topic with detail.
• Short-form videos (1-2 minutes): Ideal for quick tips, social media posts, or teasers. These are perfect for grabbing attention quickly without overwhelming viewers.

By knowing whether you’re creating a long-form or short-form video, you can tailor your script to match the format, ensuring your message is delivered effectively.

By mastering the AIA Framework, you’ll create scripts that not only capture attention but also provide valuable information and drive your audience to take action. With the right combination of hooks, clear information, and strong CTAs, your videos will keep viewers engaged and encourage them to respond.