Video is becoming an increasingly popular marketing tool, which is why I want to talk about video scripts.
Whether it’s being used to draw attention to a new product, or an explainer video to give your customer service a boost, the most critical part of the video is the script.
Granted the visuals, music, and production quality of the video are important too, but the words the viewer hears are what will persuade him to buy.
Creating an absorbing script
The main difference between a script and other marketing materials is that it should be written in spoken English.
Sometimes, as a copywriter, you’ll have a storyboard to follow other times you’ll be given free rein, with the graphics and video elements being fitted to your script.
Either way, it’s essential you start where all-powerful marketing writing begins – with the customer.
What is it that they want?
How will the product or service help them?
How will it make their life better?
These are the areas your script should concentrate on, more so than the features of the product or service you’re trying to sell.
Pain vs. pleasure
Once you have the answers to the three questions above, it should be easy to identify the main pain issue (i.e., problem) the customer is facing prompting the search for a solution.
The most powerful videos highlight this issue and then go on to show how the product/service will alleviate it.
For example, if the main benefit is time-saving, you could talk about having to work late and all the social and family occasions missed with a visual of someone slumped at their desk with dark circles under their eyes.
Using the spoken word
It’s important to remember your script will be spoken. Sounds obvious, but it is very easy to fall into the trap of writing written English.
Do you follow?
You see, normal copywriting involves all the usual grammatical rules associated with written English, but a script is spoken. Therefore, it’s important to write as you speak.
To make sure your script doesn’t sound stilted (as will happen if you stick to written formalities), read it out loud and adjust to make it sound like natural speech.
How long should your script be?
It’s tempting to try and cover everything in your video, but it’s important to realise you’re not creating a film.
The whole purpose of your video is to tempt your viewer into wanting to find out more, so it should just provide enough information to whet their appetite.
I always recommend videos should be up to 90 seconds in length, which is about the equivalent attention span of most people, any longer than that and you risk them getting bored and wandering off.
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