I don’t know about you, but I find writing about myself or my own business REALLY hard.
If you try to dive straight in to writing a script for your video content without giving it proper consideration, I’d say you’re likely to encounter ‘writer’s block’ pretty quickly. So if you’re not sure where to start, we’re trying to make this a guide to help you work out what your script might look like.
(When we say ‘script’, it’s a fairly lose term; it might be exactly that if you’re doing an animation, or it might be a written storyboard for a ‘live action’ corporate video. Having an understanding of the story you want to tell though will help you craft interview questions, or accompanying voice-over/presenter links to progress the narrative of your video. You will keep the viewer engaged and hit all the key messages you want to cover.)
Begin by jotting down some notes.
Ultimately, every product or service serves a purpose. The potential purchaser has a problem, and you can help them solve it. So you need to understand what the messages are that you want the video to communicate. Who are you talking to? What problem might they have that you can help them with?
You may be a one man band, or a huge organisation with a team of people to work on messaging, but this is where you start with a script.
(Confession – I struggle with this bit for my business as much as the next person. I’ve had some great help from Siobhan at Reveal Marketing to help me work out our messaging).
- USPs. You may know these already, but think about what they are.
- Vision, Mission and Values. Even if you don’t have these written down (you should have), think about what parts you can bring in to your video. They don’t ALL have to be there, but touching on them will make your messaging consistent.
- Possible Objections. Obviously you think you’re pretty good at what you do, but why might someone not buy from you? How can you address these concerns in your video without highlighting them? Think about bringing responses to possible objections into your video.
- Competitors. What are they doing, and how can you differentiate yourself from them with this video?
- What other messages are important for you to try and get across that aren’t covered by the above?
The above notes give you a good start to what you’re doing.
What Kind of Video?
If you haven’t done so already, think about what format do you want the video to take. Animation? Live action? Talking heads? Product shots with on-screen graphics for messages?
If you’re doing an animation, think about what will best cover as many of your messages a possible. Are you going to create a fictitious scenario to imitate the position one of your buyers is in? Or are you simply going to illustrate your product or service and highlight its features?
Now you can start writing. Start in broad strokes about the flow and scenes of the video and slowly refine this down into a script or interview questions to encourage the responses that will give you the messages you need.
If you’re writing a script word for word (e.g. for an animation voiceover), bare in mind talking non-stop at a reasonable speed will be 160 – 180 words per minute. But ideally you want less so you can have pauses and breaks.
Once you’re comfortable with your ‘script’ force yourself to go through it at least 3 times and amend it. If you can trim it without losing the important messages, do.
You can do more than you think you can – it’s always worth having a try and see where you get to.
If you don’t have time for this, we have copywriters who are experts at getting your messages into as concise a script as possible. Conversations with you would help us understand what you want your video to say and then work that into the right script for you.
But I say it again – if you want to try yourself, have a go. If you come to us with a script you’re happy with, it WILL save you money (even if we have to tweak it a bit).