If you’re like me, you’ve got a video script sitting on your hard drive that’s been there for years. I’m not talking about some great film noir screenplay or Oscar-worthy screenplay.
I’m talking about the one sitting in your Microsoft Word Docs folder or Google Docs folder that’s been collecting dust. You know what I’m talking about:
| Takeaways |
|---|
| 1. Understand your target audience to tailor the script to their preferences and interests. |
| 2. Start with a captivating hook in the opening to immediately grab viewers’ attention. |
| 3. Define a clear message and purpose for your video to keep it focused and impactful. |
| 4. Incorporate storytelling elements to create an emotional connection with your audience. |
| 5. Keep the script concise and to the point, avoiding unnecessary fluff or information overload. |
| 6. Use visual aids and graphics to complement the narrative and enhance viewer engagement. |
| 7. Structure the script with a logical flow, guiding viewers through the content seamlessly. |
| 8. Include a strong call-to-action to prompt viewers to take the desired next steps. |
| 9. Prioritize authenticity and transparency to build trust with your audience. |
| 10. Test and iterate your video script to optimize its effectiveness and impact. |
| 11. Consider the tone and voice of the script to match your brand identity and target audience. |
| 12. Avoid relying solely on text; use visuals, music, and sound effects to enhance the experience. |
| 13. Incorporate humor when appropriate to create a more engaging and memorable video. |
| 14. Address potential objections or concerns to reassure viewers and build credibility. |
| 15. Optimize the video script for SEO to improve its discoverability on search engines. |
| 16. Collaborate with a team or seek feedback to gain fresh perspectives and refine the script. |
| 17. Track and analyze the performance of your video to measure its success and make data-driven improvements. |
Define Your Target Audience
Once you’ve defined your vision, it’s time to get into the nitty-gritty details of your script. These are some things that should most definitely be included:
- Define your target audience. Why is this video being created and who is it intended for?
- Define the problem(s) you are solving. What issues do these people face and how can you help them overcome them?
- Define the benefits offered by your product or service. What’s in it for them if they choose to use what you’re selling?
- Define your unique selling proposition (USP). Why should someone buy from you instead of someone else?
If there were other companies offering similar products/services, would yours still stand out as exceptional? Or does yours offer something more valuable than even those companies’ best offerings combined? If so, what exactly does that special thing happen to be?
Once these points have been addressed in detail, move on toward ideas about timing and production costs but don’t worry about these yet!
Crafting a compelling video script is an art that can greatly impact your audience. Learn how to write better video scripts and gain social proof by following our expert tips on how to write better video scripts. Your videos will never be the same again!
Write Your Script
This may seem like an obvious step, but it’s important to keep in mind that your video is going to be watched by people not just for the sake of having the largest audience possible, but because you want those viewers to pay attention and learn something from your video.
This means that, like any good piece of content or writing, you need a compelling story or argument for people to care about what you have to say.
That’s why we always recommend creating scripts that are short and focused on getting one point across clearly and effectively;
This will help ensure that there are no unnecessary distractions or meaningless filler material that could detract from your message and make it harder for viewers (and potential customers) to understand and appreciate what they’re seeing.
Know Your Objectives
Knowing your objectives is the first step in creating a compelling video script. It’s important to know what you want to accomplish with your video and how it will be used.
For example, if you’re creating a sales video for social media, you’ll likely want to focus on highlighting specific benefits of the product or service being advertised.
On the other hand, if you’re making an educational video for internal purposes (say, training employees), then it’s likely that more detail is required than was needed in your sales pitch.
Keep It Short And Sweet
The best way to keep a script short is to use short sentences and paragraphs. Don’t use lots of filler words, jargon, or rambling. Keep the descriptions simple and stick to one main idea per paragraph.
When it comes to descriptions, less is more! You don’t want your audience getting bored reading long-winded explanations about the video they are watching so try not to overuse adjectives or adverbs (or any other words that end in “-ly”).
Instead opt for shorter, simpler sentences that get straight to the point without being too boring or repetitive. And remember: most people don’t need an exclamation point at the end of every sentence just because it sounds nice!
When it comes to video script writing, understanding the do’s, don’ts, and best practices is crucial for success. Our comprehensive guide on video script writing dos, don’ts, and good practices will equip you with the knowledge to create engaging and effective video content.
Keep It Real
It’s important to keep things real. You don’t want your video to feel like a sales pitch or an advertisement. If your script sounds too forced, it will be obvious that you are trying too hard to sell something and people will tune out.
Instead, aim for authenticity. Be yourself by showing genuine passion and excitement about what you have created or mastered the product or service that you offer, the industry that you work in, etc. It’s not about being fake; it’s about being authentic!
Create A Hook
You know those videos you see online with a title like “9 Things You Didn’t Know About the Moon?” or “7 Things You Need to Know About Cats”?
The hook of these videos is usually something like “This girl just found out she can’t eat dairy!” or “A cat in NYC made eye contact with me!”
It’s important to hook your audience from the very beginning. This first line should be interesting, engaging, and attention-grabbing. No matter how good your script is, if you don’t hook them it won’t matter because they won’t watch past this point.
Use Branded Graphics
The design of your video should be consistent with the branding and tone of your company. Use logos, colors, and fonts to create a cohesive look across all of your videos. This will help viewers recognize your brand in any context and make them feel more familiar with it.
You can also use graphics to create a visual cue for the viewer: something they can expect when watching one of your videos or web pages. For example, you might have a specific graphic with text that reads “Welcome!” when someone lands on one of your site’s pages.
Adding this graphic will make it easier for them to recognize where they are – putting them at ease as soon as possible so that they’re able to focus on what matters: learning about what makes you unique!
Another great purpose for branded graphics is adding value – like providing relevant information about products/services without being too salesy or promotional (which we’ll talk about later).
Before diving into your next video script, take a moment to ask yourself these essential questions. Our article on 15 questions to ask before you write your next video script will guide you through the thought process and ensure your script hits all the right marks.
A Picture Is Worth A Thousand Words
Let’s say you’ve heard the old saying that “a picture is worth a thousand words.” But even if you’ve heard it, do you believe it?
Because if you do, then the next time your boss asks for an explanation on why sales are down in Europe and how they can be brought back up again, use images!
Instead of writing out long paragraphs of text describing how customers lost interest after noticing higher prices on our products.
Or how they stopped buying from us because we don’t maintain strong relationships with our suppliers anymore, just show them some photos of those things happen!
Fluff Is The Enemy Of Video Marketing Success
One of the most important aspects of video script writing is avoiding “fluff.” Fluff is just a fancy way of saying unnecessary content. It’s the stuff you write into your script that doesn’t add anything to the story or message, and it can be time-consuming and costly to produce.
For example, if you have a scene with two characters talking about what they’re going to do for dinner that evening, but then cut away from them before they get around to making plans (or even agreeing on where they’re eating), it’s fluff.
The viewer already knows that these people will meet up again later in the video; there’s no need for this scene at all unless it serves some purpose other than filling space between other scenes.
There are many types of fluff too much dialogue or narration; excessive background music; overly long shots; unnecessary graphics or text overlays that could be removed from your video without affecting its overall appeal or effectiveness as an ad campaign tool
Appeal To The Senses
Use visuals, sounds, and music to create a mood. Your audience is bombarded with media on the internet, so you’ve got about five seconds before they switch off your video if it doesn’t grab them immediately.
Make sure you have some kind of hook for your audience in the first five seconds to keep them watching.
For example, if you’re pitching a product or service related to health or fitness, show quick clips of people exercising and sweating it out at the gym while you narrate how much better they feel after doing so!
Use visuals to add value and make your video more searchable. Most people will watch YouTube videos on their phones while commuting or waiting in line at the grocery store.
So having clear captions throughout will help ensure those who don’t know sign language can follow along with what’s being said in each scene where dialogue is spoken (or whispered).
Make A Call To Action
The call to action is a specific request for action. It should be concise and clear, but not so specific that it only makes sense if you’ve seen the video. A good rule of thumb is to keep it relevant to the video itself and its audience.
For example: “Click here” or “Watch these other great videos!” are both good calls to action—they’re simple, they tell people what they need to do, and they reference what’s already happening (in this case, viewing other videos).
On the other hand, saying something like “Follow us on Facebook,” which doesn’t tie into what’s happening in your content at all, wouldn’t be as effective a call-to-action since viewers won’t know who you are or why they should do what you’re asking them to do.
Want your YouTube videos to captivate your audience and keep them coming back for more? Discover the top 11 YouTube story formulas that work and gain valuable insights into creating compelling narratives that leave a lasting impact on viewers.
Avoid Jargon
The goal of your script is to make the viewer want to see the video. To do this, you need to write in a way that feels natural and relatable. This means avoiding jargon, using plain language, and writing simply.
In addition to being pleasant for viewers to hear, it makes sense for marketing purposes as well: If you’re trying to sell something (like a product), it would be silly if your audience doesn’t understand what you’re offering them!
For example: In the sentence “We offer competitive prices on our products,” competitive might be less than clear if the viewer has no idea what sort of products are being discussed; it’s also very long and hard to pronounce when spoken aloud.
A better way would be something like “We have low prices.” This is much easier for readers/listeners because they can visualize something cheap right away (and there’s no risk of mispronouncing any words).
Focus On Quality
The quality of your videos is more important than the number of views.
The quality of your video is measured by how it’s received, and this can be broken down into three parts: script, visuals, and audio.
Each one has a direct impact on how well your viewers understand what you’re trying to say. If any part of this process falls short, then the message in your video will be lost or misunderstood.
To ensure that you have strong content from start to finish, consider these tips for crafting a compelling video script:
Subtitles Add Value And Searchability
Another important reason to add subtitles to your videos is that they can help increase the searchability of your content.
When people search for information, they often want a quick answer, so it’s best to keep video scripts short and sweet. Adding subtitles will make them much more likely to find what they are looking for when searching for keywords in their favorite search engine.
Subtitles also have another benefit: They can be used as an effective call-to-action or link back to another page within your video or website – such as a landing page or another piece of content on YouTube (e.g., a channel trailer).
Grab Attention With Visuals And Sound From The Start
To grab attention, you must start with a strong, attention-getting opening. A good way to do this is by using visuals and sound from the very first frame of your video. For example:
- Use a video intro that includes an eye-catching title card
- Use graphics or text to introduce what your video is about and why it’s important
- Use a video outro (or “end screen”) to encourage viewers to share their feedback with you
Tell A Story, Not Just Sell Something
What Is A Story?
A story is a narrative that follows a certain order of events, and it can be made up of many elements, such as setting, characters, plot twists, and resolutions.
If you’re not sure what we mean by “narrative,” think back to your favorite TV show or movie the one you thought was so good that you watched it twice or more!
You probably remember the characters’ names, where they were when the action started, and how things were resolved in the end (or not).
That’s because these things are all essential parts of any story: They help guide your understanding of what’s going on in the world around you and provide insight into why things happen as they do.2
Voice Matters. A lot
If you’re like most people, your first stop when thinking about a video script is probably a Google search for “tips on writing a script.”
While those tips can be helpful (and we’ll cover some of the basics below), they often focus on the technical aspects of film such as shot choices and camera angles.
While these are important considerations to keep in mind when crafting a compelling story, voice is just as essential if not more so.
Voice is personal and unique. The way we speak reflects our personality, values, and attitude towards life which is why having someone other than yourself act as the narrator can feel so jarring.
Voice matters because it’s one of the first things people notice about your brand; it offers an opportunity to convey how you want to be perceived by viewers before they even start watching (or listening).
Voice should be clear, concise, and expressive. When writing for a video make sure that each word counts:
Only use words that are needed for clarity or impact; eliminate filler phrases like “um” or “uh” which add little value but distract from what you’re trying to say;
Avoid jargon unless it’s necessary (e.g., if explaining something scientific); don’t write out long paragraphs without any punctuation!
Voice should be friendly, warm, and welcoming. In addition to being clear, concise, and meaningful this means avoiding overly technical language altogether if possible.
Using simple everyday words allows everyone listening regardless of their educational background access to understanding what’s being said without feeling overwhelmed by unfamiliar terms.
This could otherwise cause confusion or frustration while watching/listening rather than enjoyment due to lack knowledge gaps between the topic being discussed versus the viewer/listener’s understanding level upon hearing them described using unfamiliar terminology.
Instead allowing them to get right into enjoying themselves rather than worrying about understanding everything first try which may cause viewers to turn off before ever getting started
Crafting a winning script for a 60-second commercial requires precision and skill. Follow our expert advice on how to write a script for a 60-second commercial to make every second count and deliver a powerful message that resonates with your audience.
Conclusion
The bottom line is that video marketing is a powerful tool for your business. But it’s not just about making great videos it’s also about writing scripts that are compelling, engaging, and easy to understand.
The tips we’ve laid out here can help get you started on the right foot with your next video project. Happy filming!
Further Reading
How to Write a Video Script: The Ultimate Guide: HubSpot’s comprehensive guide to crafting an effective video script that engages and converts your audience.
The Art of Video Scripts: A Step-by-Step Guide: WordStream’s detailed breakdown of the key elements and strategies for writing compelling video scripts.
Writing a Video Script: Tips and Best Practices: Synthesia’s expert tips and best practices for creating impactful video scripts that leave a lasting impression on viewers.
FAQs
How to write a compelling video script?
Crafting a compelling video script involves understanding your audience, defining a clear message, and incorporating storytelling techniques to keep viewers engaged.
What are the essential elements of a successful video script?
A successful video script should include a strong opening, a clear call-to-action, a compelling narrative, and attention-grabbing visuals.
How long should a video script be?
The ideal length of a video script depends on the platform and content type but generally ranges from 30 seconds to a few minutes to maintain audience engagement.
How can I make my video script more persuasive?
To make your video script more persuasive, focus on highlighting the benefits of your product or service, use testimonials or social proof, and create a sense of urgency.
What are some common mistakes to avoid in video script writing?
Avoiding excessive jargon, keeping the script concise, and ensuring the video aligns with your brand are some common mistakes to avoid when writing a video script.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.
