Videos nowadays have become powerful marketing tools for all types of businesses. However, videos are not just about amazing visuals, awesome music, attractive animation, and the best voice over. In fact, developing the video SCRIPT is the most important part of any type of video, especially an explainer video: It is the foundation or the blueprint for videos.
Here, at Business Motion, the scripting process usually takes most of the time of the video production process, because we are conscious that it is the most important aspect of the whole process.
So before jumping straight into the fancy part of creating your storyboard and assembling your graphics, YOU NEED TO TELL A GOOD STORY.
How Do You Write A Solid Video Marketing Script?
Regardless of whether you decide to hire a production company or plan to develop your script internally, there are six steps that should be followed in order to have a powerful and compelling script for your video marketing campaign:
If you are developing your script internally, I assume you should already have all the data and information about your company and brand and ultimately know what you want to achieve through the video.
But if you are hiring a video production company, the first step the company will do (exactly just as we do), is to dig deep into your brand and find out more about what you, the client, expect to achieve through the video. Thorough research is done about your mission, qualities, products, services, and every single other bit that makes your company unique so we can translate all these aspects into the video concept and script.
2- Concept creation:
Before you write, start concepting by writing a brief that outlines the video goals, audience and main topic.
· Goals: Start by identifying what you’re trying to accomplish with the video. Goals will help you establish the right tone and theme. Know exactly where the video will appear and how visitors will view it. There are many ways to use video today and when you know how you’ll use it, you will find the first step in developing the script.
· Audience: By identifying the type of person intended to see your video, you can find out what content to use and how to present it. Thus you make it easier to express your thoughts.
· Main topic: Here comes the important question: What is the main topic of your video? Scripts that simply try to do too much don’t work. Instead stay focused and get specific on the main topic.
3- Start writing a rough draft:
Once you know your video goals, who you’re talking to and what you want to say, writing the actual script should be relatively easy. Lead your viewers through a story, answering the WHAT, HOW, and WHY of your product/service. Here are few tips for writing:
· Tell a story: People are natural story-tellers, they listen and respond well to stories. They will most probably forget the statistics you used or the numbers behind your product, but they’ll remember the arc of a storyline.
· Write in clear, conversational language: Try keeping the tone simple and conversational and avoid jargon-heavy scripts. This way the viewer will believe you are very real, authentic, and personable.
· Make sure the script is brief: You might be surprised how short and appealing you can make your video while still keeping your message and story intact
4- Call To Action tactic:
Always wrap up the script with a clear and strong Call to Action that leads to conversions. Your ending should be influenced by what you want your audience to do next, after they finish viewing your video. Do you want them to visit your website, make a purchase, share the video, subscribe to your channel, sign up to your newsletter…?
5- Rehearse and edit:
Read through your script again and again to ensure there is a natural flow from beginning to end. Check your script for errors and confirm you have grammatically correct sentences. Also make sure there is optimum information density. After all, good editing is not just about cutting word count; it’s about condensing to preserve what really matters.
6- Do a table read:
This is a great way to polish up your script. How we write and how we actually speak are two different things. So by reading your script in a normal speaking voice, you’ll be able to find the places that still need to be tweaked, pull out any awkward phrases and words and find out how long it takes to read the script. This also helps you to be aware of how the voiceover is going to sound.
Finally, scripts do not need to be profound works of literature, but they should be clear, conversational, and engaging. For that reason, there’s a great deal of responsibility at this stage of the video production process. The more you think about your goals, audience, tone, word choice, the better your video script will be. Thus you will develop a solid foundation on top of which all the other bricks are laid.
Writing a solid video script can be a hard process if you’re not used to it. So here at Business Motion, we are always available to take care of the entire video production process for your next video project, from scripting all the way to the final video
Contact us to get started.
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