How do you write a captivating corporate video script that inspires action and drives results?
It can be difficult to know how to reach your audience and your goals. The best place to start is with these seven simple steps to writing an effective video script for your brand or company.
1. Write a Video Brief First
You need to write a video brief. It helps you to understand your objectives, your audience and to decide what value you want to demonstrate.
- Who is your audience and what are their habits online?
- What action would you like your viewers to take?
- What is the purpose of your video?
- What value is your video bringing to your audience?
- What distribution channels are you going to use?
If you know what motivates your audience, you’ll be able to connect with them. You’ll be able to create a marketing story arc to engage them with succinct, relevant and compelling content.
2. Share a Story
For any piece of video content you create, you’ll have one or several core messages you want to communicate. You need to translate these core messages into a simple story that you can write a script for. Depending on the objective of your video and what your audience finds valuable and engaging, your story will find a natural arc. It’s not just about what you want to say to your audience: it’s also about saying it in a way that resonates with them.
Your story doesn’t need to be complicated. A logical progression from one point to another is more valuable to your audience who are wanting to receive a message more than they are wanting to be entertained.
A good story grabs attention and tells your message in such an engaging way that it guides them towards a call to action.
3. Communicate With Your Audience
When writing your script, always talk in your audience’s language rather than your own. If this means removing jargon from your script, or even adding it for the industry you are appealing too, it is important to know who you are communicating with.
If you’re B2C or B2B, internal or external, your audience still wants to connect with your human business. Refining your use of jargon, buzzwords and meaningless waffle means that you can communicate concepts and vocabulary that they’re already familiar with. Your script should be in line with your brand voice, but keep it in a common language so that your customers can connect with your content.
4. Short and Sweet
When it comes to script writing, less is always more. Be as succinct as possible and try to keep videos to between 2-3 minutes.
However, a good training video can be about 30 minutes long. This time should never be wasted, and every part of the script should be concise, precise and necessary to the video as a whole.
In a great script every word earns its place. The shorter your video, the more punch each sentence, phrase and word must have.
- Say something unique
- Use simple, everyday language
- Cut any superfluous information
- Never repeat yourself unless it’s for dramatic effect
- Be prepared to make sacrifices (what’s really most important to communicate?)
5. Don’t Just Use Words
You have more than just words to communicate your message, you have visuals. The story in video content is told through editing, motion graphics, music, sound effects and voice over – you don’t need to communicate everything through dialogue.
Sound and visuals should work together to communicate your story and messaging. You need to include all the relevant elements in your script. Note down the action that will be happening on screen, what sounds should be heard, and any accompanying voice over.
Using a template to write your script will help you to bring these elements together.
6. Do Several Script Readings
Read the script aloud and rework anything that sounds stiff, repetitive or superfluous.
You want your video script to flow. If you can read the script naturally, without sounding forced, that’s the sign of a good script.
- how long it takes to read your script
- where inflection and emphasis fall
- awkward phrases
Your readings should bring up parts of the script that need to be changed before it’s ready to go.
- Edit and Check Against Your Brief
You’ll need to edit any video script more than once. Before you sign off, double check your script against the video brief you wrote in step 1. Ask yourself these questions:
- Is this script likely to achieve its objectives?
- Is it written in a way that will resonate with my audience?
- Does it communicate the core message(s)?
- Does it tell an engaging story with a logical flow?
- Does it use an effective mix of sound and visuals?
- Does it include a compelling CTA?
- Is it no longer or more complex than it needs to be?
- Is it the optimum length for the intended distribution channels?
Your response is ‘no’, you need to edit your video script until it fulfills your objectives. Keep pushing yourself within the time frame you have.
These 7 steps are to help guide you through the process of writing a video script. Your script rests on your ability to write a video brief, create a compelling story and communicate it well. Editing is always the key to communicating with finesse.
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