Plain English Video Scripts – Don’t Make Me Think!

Video scripts are one of the most powerful tools in your marketing arsenal. The video can be used on social media, YouTube, websites, and blogs; it can be shown at events to increase attendance, distributed through email marketing campaigns, or even shown on TV.

Here’s how to write a great script:

Make Sure You Know Exactly Who You’re Talking To And What They Want

When creating a video script, one of the most important things to keep in mind is your audience. What do they want? Where are they coming from? 

What do they need to know and why? If you don’t have an answer to these questions, how can you possibly hope to create content that will meet their needs?

It’s also critical that you know exactly what problem or challenge your audience faces. It’s best if this is an issue that affects them personally (i.e., “How can I keep my dog safe in the car?”). 

But even if it doesn’t affect them directly, there should be something within the scope of their experience something personal that serves as motivation for learning more about whatever topic you’re covering in your video script.

For example: Let’s say I’m writing a video script on proper nutrition and exercise habits for children who are overweight or obese (this was my original idea!). 

To write effective copy for this topic, I would first identify my ideal customer (someone who has an overweight child), then determine what problems or challenges she faces related to her son’s weight issues (e.g., does he eat too much junk food?). 

Once those two things were clear in my mind who she is and what keeps her up at night than writing copy became incredibly easy!

Don’t Make Me Think | Steve Krug | UX Design Book Review
Write video scripts in plain English.
Avoid complex language and jargon.
Prioritize clarity and simplicity.
Make the content easy to understand.
Engage the audience effectively.
Use relatable examples and stories.
Keep the script concise and focused.
Test the script for comprehension.
Ensure the message is clear and memorable.
Simplify technical terms when necessary.

Put Yourself In The Audience’s Shoes And Think About What Would Matter To Them

The best way to create a script that’s easy for your audience to understand is to put yourself in their shoes and think about what they would need or want. Ask yourself:

Crafting video scripts that captivate your audience requires finesse and strategy. Learn how to write better video scripts and gain valuable social proof with our comprehensive guide on How to Write Better Video Scripts: Get Links & Social Proof. Elevate your video content to new heights!

What Do They Know

How can I make it clear what my product/service does without being too technical or too simple so that they understand it right away?

While it might be tempting to proceed with your own ideas, keep in mind that the reader wants clarity above all else. So use plain language and terminology that makes sense for them instead of getting caught up in industry jargon. 

If you’re writing a manual or instructional guide, think about how someone would learn this information if you were teaching them directly, and then write accordingly!

Write Your Script In Plain English, Simple Words, And Sentences

Keep your sentences short! Use the active voice. Keep it simple.

It’s better to use active verbs than passive ones because then you know who did what and when with certainty.

Use the first person (I, we) rather than the third person (he, she). 

This shows that you’re talking directly to your reader – like a friend would – rather than distancing them from what they need to know by making everything sound like “they” did this or “they” did that instead of “you” will do XYZ or something similar.

Make Sure It’s A Conversation Between You (The Speaker) And Them (The Viewer)

When you’re writing a script, it’s important to remember that you are talking to the audience. You want them to feel like they are involved in the conversation with you. So write in a way that makes them feel like they’re part of the discussion, and as if they have something valid to add.

Make sure you use ‘you’ when writing your scripts! You should always use ‘you’ when talking about yourself or your product and services.

When it comes to video script writing, understanding the do’s, don’ts, and best practices is crucial for success. Discover the essential guidelines in our insightful article on Video Script Writing: Do’s, Don’ts, and Good Practices. Improve your scripts and engage your audience effectively.

Don’t Use Jargon Or Acronyms

When writing in plain English, avoid the use of jargon or acronyms. If it’s too difficult to understand, take the time to rework your sentences until they are clear and easy to comprehend. 

Remember that your audience is not technical and doesn’t know what your acronyms mean. Many people will have a negative reaction when they see them because they associate them with corporate speak and sales pitches from large companies. 

It’s also important not only to avoid using jargon but also avoid using any sort of “corporate speak” (like: “the client can expect this project to be completed on time and within budget”). 

You should always write in a way that your audience would naturally say things if given the opportunity this means no buzzwords at all!

Tell Stories To Make Your Point – We Remember And Relate To Stories More Than Facts

Tell stories to make your point. We remember and relate to stories more than facts. A good story has a beginning, middle, and end that relates to the listener’s life in some way. 

The best stories start with a problem or challenge that the protagonist faces, then add drama or conflict as the story progresses until finally resolving at the end (the happy ending).

Use humor sparingly because it can backfire if not used appropriately or if you don’t have an engaging personality (which we’ll get into later).

Keep The Focus On Their Problems And Needs, Not Yours, Your Products Or Services

When you’re writing your script, it’s tempting to talk about yourself, the company or product, and what you do. In fact, it’s hard not to do this. 

But if you want people to understand and remember what you’ve said in your video script, then keep the focus on them and their problems rather than yourself or your products and services.

Don’t mention how great your product or service is — instead emphasize how well it will help solve their problem.

In general terms: don’t talk about yourself; don’t talk about your products/services; don’t talk about how great they are (unless there’s a specific benefit that relates directly back to the customer). Instead, focus on describing how well they’ll meet the customers’ needs!

Are you just starting with video script writing? Don’t worry; our expert advice in The Basics of Video Script Writing: Expert Advice will guide you through the fundamentals. Gain valuable insights to kickstart your scriptwriting journey like a pro!

Turn Cold Facts Into Emotional Statements – For Example: Instead Of Saying ‘£2 Million In Sales’ Say “More Than 60 Jobs Saved Last Year”

In the same way that a sentence that says “You have to do this” is likely to produce a negative response, a statement such as “More than 60 jobs saved last year” will tend to evoke a stronger emotional response. 

That’s because people respond well to being told what they want rather than what they can’t have or should do.

So if you’re trying to persuade people of your point of view, try this technique: Turn cold facts into emotional statements. For example, instead of saying “£2 million in sales,” say “More than 60 jobs saved last year.”

Be Specific About Any Claims You Make For Example, Instead Of Saying ‘better Service’ Tell Them How It Will Benefit Them  For Example, ‘our Engineers Respond In Four Hours

Use active language.

Use numbers. For example: “We have over 1,000 customers.” Is that an impressive number? It could be but if you don’t give any context or details about what it means it’s just a vague phrase with no relevance to your reader. 

So instead try something like: “Our customers include ABC Corp., which has grown its business by 200% since working with us.”

Include examples. If your product or service is new and unfamiliar to your readers, don’t assume they’ll understand what makes yours better than competitors’ offerings without giving examples of how much better yours is. 

A good way to do this is by showing them how other people have benefited from using your product or service (and showing those people too).

Tell Them What They’ll Get From Watching Your Video At The Start And Then Tell Them Again At The End – A Call To Action

To keep your audience’s attention, here are some things you can do to make sure they actually watch your video:

Tell them what they’ll get from watching it at the start and then again at the end – a call to action.

Make it clear what you want them to do next (more videos, subscribe for more updates, buy something).

Use Subtitles So People Can Be Entertained While Multitasking Or Watching On A Small Device Like Their Phone Or Tablet

If you’re using graphics, make sure they enhance the message, not distract from it.

When using graphics in your video, make sure they enhance the message, not distract from it.

This also means that you shouldn’t use graphics to tell a story. Graphics should be used to show how something works or illustrate a point. You can also use them to explain something if it’s hard to explain verbally or if the information is already out there (like on a blog post). 

If you do use graphics for this purpose, make sure they don’t get in the way of what you’re saying and keep them short and simple so that viewers don’t get confused trying to follow along with both your voiceover and the visual aids at once.

Want to see real results from your video scripts? Dive into our comprehensive guide on How to Create Video Scripts that Get Results and unlock the secrets to impactful content. Elevate your videos to new heights with proven strategies.

Cut Out Anything That Doesn’t Contribute To The Purpose Of The Video – If It Doesn’t Help, It’s Clutter

When you’re writing a script for a video, you have to be ruthless about what information goes into it. You have to cut out anything that doesn’t help your viewer understand the message. 

Even if something seems like it might be useful, if it doesn’t contribute to helping the audience get your point, then it’s cluttered and should go.

For example:

If your video is on a complicated topic and you feel like some people won’t understand without seeing an example graph or chart, but those things aren’t part of the main message (as they don’t add anything), then they’re clutter and should go. 

Don’t worry about those people who won’t get it – they probably won’t get any other educational videos either! And besides, if someone finds themselves confused by what you say in plain talk, they can always read more elsewhere (or ask!). 

So save yourself some time and energy by just focusing on being clear with words alone. Put all of that extra effort into making sure this one piece of content is as good as possible – not creating more things that could distract from its effectiveness!

When creating a plain English video script, remember it’s all about how it will help your audience

A proper script for a plain English video should help you to:

  • Clearly define the purpose of your video. What’s it for? Who is it for? What do they want from it and why?
  • Clearly identify the audience’s problem. Why are they having this problem and what is causing it?
  • Identify your solution. How will you solve their problem with your product or service, and why will they be better off with this solution than without it?

Communicate a call to action (CTA). What do you want people who see this video to do next, such as buy something or sign up for an email list? What steps should they take after watching the video to achieve those goals? 

You should also consider including an explanation of how long each step will take so viewers know when they can expect results from taking action on what they learned in the video itself. 

This could include adding content such as “for more details on [X], check out our website at [URL]” to give potential customers additional opportunities if desired after watching your first few minutes worth of content here today!

Discover the artistry behind YouTube video script writing and take your channel to the next level. Our article on The Art of YouTube Video Script Writing in Simple Steps will reveal the key steps to engaging and entertaining your audience like a pro.


Creating a plain English video script is about making sure your message is communicated clearly and effectively. 

A well-written script will help you reach your audience by making them want to watch, listen and take action. If you follow these guidelines, then don’t worry: You’ll be on the right track!

Further Reading

HubSpot: How to Write a Video Script Short Description: Get expert tips from HubSpot on crafting effective video scripts that engage your audience and deliver your message flawlessly.

Synthesia: How to Write a Training Video Script Short Description: Learn the art of creating compelling training video scripts to educate and empower your audience with Synthesia’s comprehensive guide.

WordStream: Mastering Video Scripts for Marketing Success Short Description: Uncover the secrets of video script writing for marketing purposes with valuable insights and practical tips from WordStream.


How do I start writing an engaging video script?

To craft an engaging video script, start by clearly defining your target audience and message. Understand their pain points and interests, then structure your script around a compelling story that addresses their needs.

What are the key elements of an effective training video script?

An effective training video script should have a clear learning objective, a logical flow of content, and interactive elements to keep the learners engaged. Additionally, it should include real-life scenarios and practical examples to reinforce learning.

How long should a marketing video script be?

The ideal length of a marketing video script depends on the platform and the content. For social media, keep it concise (30-60 seconds), while explainer videos can be slightly longer (around 1-2 minutes). Focus on delivering the core message succinctly.

How can I make my video script more persuasive?

To make your video script persuasive, identify the pain points of your audience and offer compelling solutions. Use emotional appeals, storytelling, and a clear call-to-action to motivate your viewers to take the desired action.

Should I memorize the script or use a teleprompter?

Whether to memorize the script or use a teleprompter depends on your comfort level and the type of video. Memorizing can create a natural flow, but a teleprompter ensures accuracy. Choose the method that allows you to maintain a genuine and confident delivery.