When it comes to making a commercial or tutorial, you rely on devices like voiceovers, music, and visuals to better enhance your video. But to create a fantastic video for your brand, you need to put it on paper first. When you put your ideas on paper first, you’re creating a foundation. But where do you start? How can you be sure that your script is marketing-worthy?
To succeed in the writing process of creating a great video script, follow these six simple steps that will take you from the rough draft to the end of video production.
Table of Contents
Ways To Write A Video Marketing Script
1. Create An Outline
Expert scriptwriters will tell you that they always start their writing process with an outline and that they can’t start the process without one. Outlines help writers stay on track on what has to be said from beginning to end.
First, when you start to write the outline, jot down some ideas that immediately come to mind. Also, consider which ideas can go on the outline, or save for later. More concrete details should be set aside for later until you have a basic outline for your script. Your outline should have a Point A and a Point B, with a specific goal in mind.
2. Flesh Out The Outline
All brand videos need a story; so, relying on a simple outline that goes from Point A to Point B isn’t good enough. Remember that you’re trying to reach a specific goal with that video, not boring people with vague details. Stories can grab people’s attention; so, don’t be afraid to flesh out your outline by creating a narrative arc.
One of the best ways to create a narrative arc is with a simple writing exercise: Write a story using five sentences. This is called a “story” skeleton since you’ll be fleshing it out later, once you have a great idea on what story to tell about your brand.
3. Find A Hook
Now that you have a story, how can you make sure that your audience is interested? Consider using a hook. Hooks are intended to grab a person’s attention, to the point where he or she won’t look away.
One of the most popular hooks is the “question” hook. The question hook is used when the video asks the viewers a question to a problem that needs to be solved (a question that a person, in this case, a viewer, would like to have solved). And of course, your video will offer a solution to the said problem. Thus, a good hook, when executed correctly, will keep viewers watching; and your story will have a firm foundation.
4. What Do Viewers See?
Once you have a pretty good story to tell, it’s time to test it out. How? Well, here’s the fun part: Try to view the script through a viewer’s perspective. Now, despite this seeming like role-playing, it’s a good thing to think about how viewers will react to the script.
When you view the script as the “viewer,” keep the following objectives in mind:
● Can the viewer understand the concept(s) that are presented?
● Are you using the right vocabulary in your script?
● Is your presentation relevant to the viewer?
First, you need to make sure that your subject is already interesting. If not, then consider going at this at a different angle, or make the necessary changes to the story.
Then, make sure the vocabulary is understandable. Don’t ever assume that everyone will understand your content. If they don’t understand the vocabulary, then change up the words, rephrase sentences, etc. Whether it’s more elementary or more sophisticated, know your audience. Don’t ever insult their intelligence or alienate them from your video.
Although you’re working at reaching your audience and promoting your brand, the only way it’ll work is if you’re able to connect with the viewers.
5. Keep It Short, Simple, and Relevant
No one wants to spend more than a few minutes watching a marketing video. If your video is longer than a few minutes, then they’ll tune out. You’ll need to get your point across within a short runtime; so, don’t waste time with flowery language in your script or purposefully wearing out your welcome. Be sure to use the right wording in your script. And keep in mind tone and voice – you’ll need to sound inviting to your audience, not patronizing or dictating. If you need to, use examples of your competitors to get your point across.
Also, remember this simple rule: show, don’t tell. On-screen text is one way to approach your audience, but don’t heavily rely on text to tell your story. Too much text can become distracting and tear your audience away from the intended message. Consider using visuals to go along with the text. This goes to show that you can still advertise your product without having to show text 100% of the video’s run time.
6. Have A Call To Action
A call to action usually tells the viewers to go do something, in response to watching the video. For example, YouTubers are known for saying things such as “Like, subscribe, and share” after each of their videos. In that case, they’re inviting the viewers to do something, like subscribing to their channels for more content, clicking the upvote icon to “like” their video, etc.
Use this type of CTA strategy to invite the viewers to visit your website, fill out a form, etc. You can also invite the viewers to follow you on social media, where they can leave feedback. The ultimate goal here is to make your brand as interactive as possible.
Always remember that the purpose of a marketing video is to convince your audience that your product, brand, or service is what they need and that they should buy it. And of course, a well-thought-out and organized script are essential for creating that draw. Once the draw is made, you’ll have a successful video. So, go ahead! Pull out your pen, or get out the keyboard, and start writing your next video script!