Did you know that 46 percent of online users take some sort of action after viewing a video?
If you’re wondering why as a copywriter, I’m talking about this, there is a crucial reason.
All that imagery would do nothing for you as a business owner unless you had a good video script.
While 90 percent of information transmitted to the brain is visual, the watcher has to also connect through what is said.
And the beauty of having any business is people ALWAYS want to feast their eyes on the gorgeousness of what you have to offer and hear about it.
Why Should You Get Your Video Script Written For You?
Video scripts still have to cover the benefits, the need, and the call to action to your prospective client.
And there is a lot less time to do that when someone is watching something rather than reading it.
Here’s another payoff; according to Forrester Research, it’s 50 times easier to achieve a page one ranking on Google with a video.
Thanks (yes, thank you so much, you say with vast amounts of irony) to COVID, most businesses have been forced online, so having that all-important ranking is so important.
As well as that, according to a recent Mckinsey report, businesses have hit fast forward in their approach to marketing by a whopping seven years!
So now is the time to embrace getting in front of the camera and making sure someone can help you do that right.
5 Ways To Write A Good Video Script
You’ve been there. An unscripted video is painful to watch and just wastes your time and the time of the business.
A brief script can really help alleviate causing your potential client to move onto the next shiny object.
And the reality is whether you’re writing a 20-minute epic or a short and sweet 1 – 2 minute explainer or promo, the primary content is the same.
Your video script should include a few components:
- The words that will be spoken
- Information about the words
- Where they are said
- How they are said
- Any other helpful information
Write Your Video Script Brief
Your video script brief will help you understand your objectives, get to know your audience, and decide on the value you want to demonstrate to them.
Think about the following:
- What value is your video bringing to your audience?
- Consider the distribution channels you going to use
- What is the purpose of your video?
- Is there an action you would like your viewers to take? If so what?
- Who is your audience, and what are their habits online?
When you have this information to refer to, it will help you understand and empathize with your audience. They will ‘get’ you, and you’ll know how to motivate them.
Don’t forget you have very little space to do this in a short 2-minute clip. So the more information you have to nail the right words, the better. Don’t miss out on your golden opportunity!
You can use your video to create your marketing arc so that it’s concise, compelling, and relevant to your audience’s needs.
Then you want to think about the following:
*What to provide for the shot list (what the images will be)
*Is there information the producer need to know?
*What questions is the producer asking to get the relevant answers from you, the client? So you can hit the correct language and benefits?
*Does the editor need you to have included specific things in your script to make it much easier for them to edit the video to be the best it can be for your business?
There is a big misconception that is going to work. But that’s just not true. You have to think about the back story’s nuances, the intention, and the call to action.
Build a picture of the future success your client achieves when they use your product or service.
Speak In Your Client’s Language
Talk to your audience in the language they understand. It’s not to appeal to you, or your boss, or your stakeholders. It’s to appeal to your audience.
Stay conversational and straightforward. The only times you can break the rules on this is if you’re a bank or a hospital. But even then, keeping it relaxed can really help with the communication, know, like, and trust process.
Dutch jargon and buzzwords and concentrate on sounding human. Yes, you should keep your script in your brand voice but never to your viewers’ detriment.
Use words and phrases your audience would use.
Read Your Video Script Out Loud
Remember, your video is really like having a conversation with someone. So the best way to see if you sound natural is reading aloud, Do this at least once. Does it flow and sound smooth if I’m listening to it?
Scripts can sometimes sound stilted when you read them aloud for the first time, enabling you to make those necessary changes.
Keep Your Message Short And Sweet
Less is always more when it comes to your video script. Shot and succinct and to the point. That’s why it can sometimes get tricky if you don’t have the right words in place to say.
Most videos are between 2 – 3 minutes, so don’t waste any of the time you have to play with.
Here are some tips on how to get your vocabulary tight and to the point:
- Be prepared to cut and sacrifice what isn’t essential to communicate
- Say something unique, not what everyone else says
- Use everyday language and words – no fussy stuff!
- Cut the fluff and extra information
- Never repeat yourself unless it’s for dramatic effect
It’s Not Just About Words
While you may be an aspiring screenwriter, your video script is not the place to embrace your inner Howard’s End.
It’s not just about the words; it’s also about the visual aspects. This is your story told through editing, music, sound effects, motion graphics, and voice-over.
You don’t have to write everything down. Write down what the action is, what will be seen on screen, what can be heard, and any voice-over.
Conclusion
If you liked this post, then check out my post on why case studies can increase your business ROI by 20%.
And if you want more information on booking a discovery call to talk about getting your video script written for you, click on this link now.
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