5 Tips To Write a Truly Persuasive Video Script
Creating a video for your product or service can be exciting, but let’s not kid ourselves, to write a script is no easy task, and it requires a highly refined technique. While it might not be the most exciting part of production, such as creating illustrations and animations or even choosing (or composing) the soundtrack, a good script is the key to your video’s success. So, here are 5 simple tips for scriptwriting.
1. Brevity is Key
It may seem obvious, but it’s worth repeating. The shorter and more concise the script, the better. People have limited time, and we can’t expect them to dedicate more time than is reasonable. 60 seconds is an appropriate duration. Statistics confirm that people can stay engaged with your video for about a minute if you provide reasons to do so: the product or service is interesting, the script is engaging, the illustrations or animations are captivating. Going beyond 90 seconds is risky as the video will rapidly lose viewers.
However, we understand that various circumstances often require extending the video’s duration beyond 90 seconds. In such cases, it’s essential to be aware that few people will remain in front of the screen for longer.
Therefore, one of the key tips to write a script is to be concise, use short sentences, avoid industry jargon, and write with the viewer in mind.
Meeting the 60-second rule can be challenging. This video we created for a book collection has a duration of 90 seconds.
2. To write a script you must set the tone
Every advertiser and brand should establish their “voice,” their style of communication that distinguishes them from the competition. Video is powerful because it can clearly define a tone for your company and connect with your customers. The tone you choose to write depends on your target audience. So, start with the assumption that your audience wants to see something appealing, unique, and useful. Try to make it personal. The viewer should be able to relate to what you’re saying. In most situations (in my opinion, the majority), a bit of humor can be very useful. Again, write with the viewer in mind, not the product or service you’re talking about.
This video for a product to identify dogs from their feces found on the street required a rigorous yet lighthearted tone.
3. Don’t Save the Best for Last
Ever heard of the term “elevator pitch”? Most of the best marketing videos start with a clear and convincing pitch in the first 10 seconds. Don’t save what you can say in those first seconds for later. An elevator pitch is all about generating curiosity and making it clear what the video is about from the very beginning. Often, the best way to start is with a question like “Did you know…?” or “How many times have you wondered…?” or present a surprising fact to generate interest, such as “X% of people suffer from this problem…” So, remember, to write a script, your enemy is the clock; you must quickly convey the central message behind your product or service.
This video we created for the Bosch i Gimpera Foundation of the University of Barcelona is an excellent example of how to pose the video’s key question and generate interest in the first 4 seconds. Here, we use the technique of presenting a key question to the audience we are addressing.
4. To write a script is to tell a story
Everyone loves a good story, and your video should have one. Basically, a story is in essence a narrative with a beginning and an end, along the way identifying a problem and presenting a solution. What problem does your product or service solve? When writing your script, ensure that you present it in a way that your audience can easily identify with the situation you’re describing. Make them empathize with the problem and feel the need to find a solution. You must make them understand that your product is that solution. Why should they choose you over the competition? Try to be clear and confident with your value proposition. Your solution should create a desire to take action and take action quickly.
A story is the narrative of a character who has a problem and finds a solution. In the video we created for GetBag, you are the character, and the problem is carrying your suitcase everywhere when traveling. The solution is GetBag.
5. What’s in It for Me?
The most interesting word in the dictionary is “You.” People like to hear about what affects them. So, to write a script, continuously answer the key question that each viewer has in mind, “What’s in it for me?” From start to finish, your video should focus on your potential customer, what they want, and how you can help them achieve it. As mentioned before, write with the viewer in mind.
Finally, conclude your script with a call to action, the next step the viewer should take to get started. As I have said, writing a good script, a great script, is not easy, but when done right, it pays off. Being concise, using a personal tone, simple language, an engaging story, and a valuable offer is a way to create an explanatory video that sells. The other way is to entrust your video to The Visual Speech, as many clients have already done.
A great way to engage the viewer in the video’s storyline is to tell them that the character they are watching is themselves. “Let’s say this is you.” Watch the video, and you’ll see how well this technique works.