Creating an effective marketing video is a great way to connect with businesses or your current and potential customers. However, creating a video that truly appeals to a specific target audience can be challenging and time-consuming. It's crucial to develop content that resonates with your target audience, or else they'll forget it quickly after viewing.
To achieve a successful marketing video, it all begins with the script. Writing a marketing video script can and should be an enjoyable process. However, it's valuable to adhere to a structured plan to ensure the video aligns perfectly with your brand, product, and target audience. When the script is on point, there's nothing stopping the video from becoming a significant success. In this article, we will explore essential steps when writing a marketing video script.
Step 1: Format
When it comes to writing scripts for video, whether you're a beginner or pro, the first rule is always to get the format right. Video scripts all follow the same structure, and while the rules may seem simple, they are quite strict. Breaking these rules is one of the easiest ways to make someone toss your script in the trash. Fortunately, when it comes to video marketing, there aren't strict formatting rules, except for one important factor: the length.
The general guideline for the length of your video script depends entirely on how long you want your video to be, but it roughly translates to about two words for every second of video. At Get Camera Crew, we've found that the most effective marketing videos typically fall into three-time ranges: 30 seconds, 1 minute, and 2 minutes. Here's how it works:
- For a 30-second video, you should aim fora script of around 60 words.
- If you're targeting a 1-minute video, your script should be about 120 words.
- And if you're planning a 2-minute video, your script should be approximately 240 words.
It's crucial to stick as closely as possible to this guideline so that your script doesn't end up being too long for your video. This guideline is based on the average reading speed. Your reader could be your CEO, a hired spokesperson, or an actor, and they can appear on camera in a talking head interview style or record their voice separately, which is then played alongside other footage.
Regardless of the approach you choose, the idea is to film additional footage that complements the interview or voiceover, making your video engaging, visually appealing, and aligned with the goal you want to achieve.
Step 2: Outline
Now that you have the formatting part sorted, it's time to organize your video script, which is like planning the structure of your story. We've noticed that every effective marketing video script consists of these six key elements:
- The Opening
- The Problem
- The Solution
- The Secret Ingredients
- The Team
- The Call to Action
Whether your video script is short with 60 words or longer with 240, it's important to include these same six elements in all good marketing video scripts. The aim is to keep things concise and convey a lot of information with just a little text.
Your opening should be quick and attention-grabbing. It doesn't have to be overly aggressive, but it must immediately capture their attention. If it doesn't, they might not stay past the first five seconds, or sometimes even less.
A strong beginning could consist of: an emotional hook, such as appealing to animal lovers by mentioning the number of neglected pet dogs each year; a surprising fact, like a lesser-known statistic about the large amount of trash in the Pacific Ocean; or a relatable story, like a personal experience that inspired you to start your instant laundry delivery service, ensuring no one faces the same embarrassing pizza stain mishap you went through.
Once you've grabbed their attention, your main goal is to address the most pressing question on your viewer's mind: Why should I be interested? In a world where there's an abundance of content competing for your audience's attention, time, and money, your task is to directly explain how what you're about to share affects them.
Your product or service serves a specific purpose, and that purpose is to resolve a problem. Why is solving this problem so crucial? How does it have a negative impact on your audience in their everyday lives? Why should it matter to them?
You must provide these answers in your video script because if you don't, the next part of your message won't have the desired impact, and your entire video marketing efforts might fall short.
At this point, your audience should be quite concerned about the problem you intend to address. At the very least, they understand why it matters. Even if it doesn't directly affect them every day, you've convinced them of the negative consequences and issues linked to this problem. Now, it's time to introduce the solution.
In simple terms, when you present the solution in your video script, you're highlighting the advantages of your product or service. Your product isn't just any solution; it's the best one, thanks to its "specific features." You should list these features clearly, directly, and in an easy-to-understand manner. Keep it concise, focusing on the most compelling facts. There's no need to delve into the intricate details of how each microfiber combats ten different antibodies on a molecular level to combat germs. Keep it high-level, efficient, and effective. Once you've covered all that, it's time to reveal the secret ingredient.
The Secret Ingredients
The secret ingredients serves a crucial role in addressing the most important aspect of your video script: Why should someone choose you? Your product or service has a unique and specific selling point that sets you apart from the competition – that's your secret sauce. It's the essential feature or core element of your product that's superior, more affordable, easier to use, or more distinctive, proving definitively that your company is the right choice for the task. Other products or services may be able to do everything else you can do, except for this one thing.
If you've effectively covered the last three components of your video script during production, the secret sauce should act as the deciding factor that persuades the viewer to consider your company. However, it's not solely about the secret sauce. You also need to provide a bit more information before they fully trust you, and that's where the team component comes into play.
At this point in your video script, you should have convinced the viewer about the problem, the solution, and the value of your product or service. Now, you have a bit of space to introduce your company and establish enough trust to maintain their interest. There are no strict guidelines for what to say here; simply be sincere, genuine, and distinctive enough to set yourself apart from competitors.
The objective here is not to oversell your company in the video script or come across as overly eager. It's still important to maintain a composed and relaxed approach. Offer viewers a glimpse of what makes your company's culture special and encourage them to explore further. The primary goal of this video is to nurture your leads, not make an immediate sale. Keep the focus on their needs, gradually opening them up to see the value you can provide.
The last and crucial part of an effective video script outline is the call to action, also known as the rallying cry. Many companies that are new to video marketing struggle with defining the precise purpose of their video, and they often end up dissatisfied with the results because their message wasn't clear enough. Your ultimate goal when writing a video script is to persuade the viewer to take action, and the call to action is where you ask them to do just that.
In your call to action, clearly instruct the viewer on what you want them to do and how it will benefit them. For instance, if you want them to schedule an introductory call, provide phone number and invite them to book their free appointment right away. If you want them to visit your website for more information, give them the link and consider offering a limited-time discount. Keep your focus on their needs, while guiding them toward one specific action. Avoid trying to get them to like, follow, share, subscribe, and pre-order all at once. Instead, ask for just one of those actions and you'll likely achieve much better results.
Step 3: The Content
You've learned how to format your video script and create its structure. Now, what should you actually write? While we can't provide the exact words for you (unless you purchase a video package from us!), we can offer a set of questions to help you generate meaningful content that centers around the "why" of your business.
Consider the following questions as you begin shaping the content of your script:
- What's the description or mission of your company?
- What problem are you aiming to solve?
- How do you intend to solve this problem?
- How do your solutions improve the lives of your customers?
- There are other companies similar to yours. What makes your solution unique?
- What is the main message you want to convey?
- What are the three most crucial points you want your audience to grasp?
- What emotions do you want your audience to experience?
- What are your brand guidelines?
- Who is your primary customer or target demographic?
- Describe your ideal cast: Who makes up the team behind the video, and why is their involvement relevant?
Step 4: Get Feedback
You've completed the script writing and editing, which is great! However, this isn't the end of the road. Even if you believe the script is flawless, consider seeking an outsider's perspective. Someone not directly involved may spot certain issues more easily. Don't view this as criticism that could damage your script. Quite the opposite, feedback can be a valuable tool for enhancing your video.
Step 5: Production
Once you've created your own video script, the next step is to move into the production phase! Production involves several stages, including pre-production, actual production, and post-production. It can be quite complex if you've never done it before or aren't equipped for the task. But that's perfectly fine! You don't have to invest in your own video equipment to venture into video marketing. All you need is an idea and a video production partner who can help turn that idea into reality. By having your own video script, you're already one step closer to bringing your unique vision to life.
If reading this has motivated you to draft your own video script, we'd be delighted to meet with you and discuss how we can assist you in turning your script into an impressive video. Alternatively, if you'd like more guidance before diving into scriptwriting and want to discuss your ideas, we're here to chat and review concepts with you.
Schedule a conversation with one of our creative producers today to experience our expertise in video marketing, providing you with tangible value that can elevate your video marketing efforts. Don't hesitate to book your call now!