Writing a good video script entails knowing not only what your company wants but also what your target audience is looking for. It’s about hitting them where it counts to get the results you want. Since that can be a bit complex to pull off, you need to understand how to drive across your company’s message without turning off your customers. Here are some of the things you should and shouldn’t do to accomplish that.
KISS
No, this isn’t the famous rock band layered with face paint and a guitarist that breathes fire. KISS is an acronym for “keep it short and simple.†So when writing a video script, make it a point to use simple language. Avoid industry jargons because not everyone is familiar with them.
Sentences should also be short since marketing videos work around a length of thirty to sixty seconds. If you plan on going beyond that time frame, you need to make sure your script is catchy to draw and maintain the attention of your viewers. Finally, have someone go through your script and get feedback from them before sending it for approval.
Look Into The Script’s Tone
Tone plays a big role when it comes to drafting a video script because it helps you establish a connection with your customers. The tone should be dependent on your target audience so it’s important to find out who they are first before you start working on your script.
Of course, the general rule of thumb is that the tone of your video script should be engaging and useful to the audience. The best way to accomplish that is to make your tone personal. Find something in your service or product that you feel can help your customers and market it as a way to solve their problem. Make the tone conversational as well and don’t be afraid to inject some humor into your script so your audience feels like your talking to them.
Use The Elevator Pitch
An elevator pitch is like making a first impression â€" you only have five seconds to work with to make an impact. So make sure that your pitch is compelling enough to hook your audience into watching your entire video. More often than not, your pitch should contain the core values and message of your product and service.
Remember, a good pitch is something that people will remember after watching your video so take time in coming up with one. Go through other videos online so you can develop something that’s different from what’s being normally used.
Don’t Be Afraid To Tell A Story
People love stories so don’t be afraid to tell one through your script. Just like any good ones you get to read, the story you plan to incorporate into your script should have a very good beginning and an end. One of the things you can do is to present a problem that you feel is plaguing a customer and then offer your product or service as a solution to it. It’s a tried and tested technique that’s bound to get your customers watching.
Avoid Information Overload
Remember, you’re working within a short length of time so avoid filling up your script with too much information. Not only will this be too much for your viewers to take in, it can ruin the overall quality of your script. Simply pick out important features of your product or service that you feel will stand out and can provide a solution to your customers’ problems. Avoid putting every feature and benefit into your script, unless you want it to sound like someone’s just narrating an outline of what your product or service can do.
At the end of the day, your customers will only want to hear one thing: an answer to their problem. So make sure you give them that through your video script. As mentioned above, keep things simple, highlight the best feature of your product and service, and market it as an answer to your customers’ woes.
KISS
No, this isn’t the famous rock band layered with face paint and a guitarist that breathes fire. KISS is an acronym for “keep it short and simple.†So when writing a video script, make it a point to use simple language. Avoid industry jargons because not everyone is familiar with them.
Sentences should also be short since marketing videos work around a length of thirty to sixty seconds. If you plan on going beyond that time frame, you need to make sure your script is catchy to draw and maintain the attention of your viewers. Finally, have someone go through your script and get feedback from them before sending it for approval.
Look Into The Script’s Tone
Tone plays a big role when it comes to drafting a video script because it helps you establish a connection with your customers. The tone should be dependent on your target audience so it’s important to find out who they are first before you start working on your script.
Of course, the general rule of thumb is that the tone of your video script should be engaging and useful to the audience. The best way to accomplish that is to make your tone personal. Find something in your service or product that you feel can help your customers and market it as a way to solve their problem. Make the tone conversational as well and don’t be afraid to inject some humor into your script so your audience feels like your talking to them.
Use The Elevator Pitch
An elevator pitch is like making a first impression â€" you only have five seconds to work with to make an impact. So make sure that your pitch is compelling enough to hook your audience into watching your entire video. More often than not, your pitch should contain the core values and message of your product and service.
Remember, a good pitch is something that people will remember after watching your video so take time in coming up with one. Go through other videos online so you can develop something that’s different from what’s being normally used.
Don’t Be Afraid To Tell A Story
People love stories so don’t be afraid to tell one through your script. Just like any good ones you get to read, the story you plan to incorporate into your script should have a very good beginning and an end. One of the things you can do is to present a problem that you feel is plaguing a customer and then offer your product or service as a solution to it. It’s a tried and tested technique that’s bound to get your customers watching.
Avoid Information Overload
Remember, you’re working within a short length of time so avoid filling up your script with too much information. Not only will this be too much for your viewers to take in, it can ruin the overall quality of your script. Simply pick out important features of your product or service that you feel will stand out and can provide a solution to your customers’ problems. Avoid putting every feature and benefit into your script, unless you want it to sound like someone’s just narrating an outline of what your product or service can do.
At the end of the day, your customers will only want to hear one thing: an answer to their problem. So make sure you give them that through your video script. As mentioned above, keep things simple, highlight the best feature of your product and service, and market it as an answer to your customers’ woes.
