When you have to write your own script for your video...
A good video marketing campaign will more often than not need a solid creative treatment, usually in the form of a script that will attract your target audience to your video.
The quality of the script in many cases decide the outcome of whether your video is successful or not.
A question I am often asked here on LinkedIn by marketing and communications teams is:
How can I write better scripts for my own videos?
Today I'm going to give a pretty basic answer to that question.
(As always if you would like more help or assistance you can always message me or book me for a workshop or Skype training session.)
So... Here are just a few of my basic tips:
Step One: Outline a brief
If you are writing a video script for the first time.
Don't go into it cold.
Writing a brief will give your video marketing campaign direction.
The goal of the brief is to document the purpose of the video, the intended audience and the message to be conveyed.
You will also need to think about what kind of video you will be producing – if it will be a thought leadership piece, webinar, event video or a testimonial and so on and so forth.
Step Two: Try to think of the video as a direct conversation with your audience
You should always... always... always keep your audience in your mind when you are writing the script and then find ways to initiate an informal conversation with them.
If the video is intended for a specific region or culture, make use of unique cultural/regional nuances to communicate more clearly and accurately.
Step Three: Be clear about your intended message
Once you’ve figured out what message you want to convey to your audience, try to script your video around that intended message.
Don’t try to include too much into one short video.
When you throw everything but the kitchen sink into your script in terms of messages all you end up with is a confused and bored audience who will (I guarantee it) click off your video.
Step Four: Provide inherent value
An effective and well-performing video is one that conveys some value to the audience on the other end of the screen (even better if it provides significant value but you can work on that).
Your video needs to be engaging enough for them to sit through the entire thing and it needs to contribute something to their life.
Step Five: Provide essential details about how you intend things to turn out
When you are writing a script for yourself and your team...
I always suggest that your try to detail everything you want to see and hear on screen.
A script with only the dialogue or voice over in it is not only lazy it is bound to end up being misinterpreted and will in all likelihood not convey your message accurately.
Where ever possible -give directions, note downstage actions – whether you are producing/directing the video yourself or someone else in your marketing/comms team is they should be able to comprehend and act on the notes in your script.
It should be clear and detailed enough that you shouldn’t have to explain the script to them.
If it is confusing or convoluted and no one understands it?
What is the point of the script at all?
Step Six: Try to keep it short
You will naturally over write the first and maybe even the second draft.
But again go back to thinking about your audience and then try and condense what you have down to something that is concise and easy to watch.
You can always write as you wish and then edit it to fit a certain time-length but my advice is try and get your script as lean as you can before shooting.
Step Seven: Remember to include a CTA
Your video should be actionable and the expected action should be communicated clearly.
If you want your audience to share the video, say so at the end.
If you want people to buy your product, state it explicitly.
You can’t leave the audience to derive their conclusion.
Give them one.
Step Eight: Read your script out loud!
The written word and the spoken word differ.
Not everything that conveys well written down does so when spoken.
In order to understand if there’s anything wrong with your written script, you need to read it aloud to yourself.
Final Thoughts...
Ask for help wherever needed.
And remember... An effective marketing video campaign depends a lot on the script that has been written for it... If you are responsible for that script... Own that responsibility!
STILL NEED MORE HELP?
Reach out to me and the team at APV!
We’d love to talk to you about how you can write better scripts for your brand, business, organisation or institution and to find out more about the story you are looking to create and share with your audience!
Thomas J Elliott is the Creative Director for APV an advertising agency specialising in video and animation with offices in Wan Chai Hong Kong.
He is a winner of numerous international awards for video and animation and the author of five books on visual content.
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