Scripting Your Video
The main focus of your videos should be on how you help your customers, not on what you do or how good you are.
At the forefront of your mind, you must keep in the mindset of "not what your product/service does, but what your product/service does for them." Remembering to focus on the benefits of your offering to the customer, not the features of it. This is key.
If you have read through the previous topics, by this point you will be ready to start crafting your script.
By this point, the following statements should read true for you.
Audience Type: You know who they are, and the how they speak/communicate - You can refer back to the Know Your Audience topic to re-cap on this.
Pain: You know what their problem is.
Core Message: You know what you want the viewer to take away from engaging with your content .
Style of Video: You know what style of video will best communicate your core messages and move the prospect to the next stage of their customer journey.
Call-to-Action: You know what action you want them to do at the end of the video.
At the bottom of this section, we will show you how we used this method to produce our own Digital Marketing Toolkit Introduction Video.
There is no exact blueprint in creating a killer script for your marketing videos. However, if you follow the tips below for guidance then you will produce something that will produce results.
Keep it conversational
Avoid industry jargon
Avoid marketing buzzwords
Speak to your audience using their language
Keep it brief, clear, and concise
Focus on content
Write as though you are speaking to a friend or family member
Try to keep to one page of A4 (150 words)
Break your script up into shorter pieces to deliver lines one at a time
Don't explain what you can show visually
Categories of Video
Most videos can be broken down into two types of categories; problem-solution, or process. The table below will serve as a guide and a starting point as you begin to create your marketing videos but is not necessarily the case for all videos.
Present your product/service as the solution to your audience’s problems. It is the answer they have been looking for that will make their life better. Make the problem clear and relatable, then make a natural transition to the solution.
Video styles most suited to this type of video include:
Headshot / Interview styles
Product or Service Demonstration
Commonly used for a service overview, a how-to guide, product reviews, etc. In this approach, there’s no problem. It’s a self-contained story. Outline your narrative clearly, moving from one point to the next cleanly and efficiently.
Styles most suited to this type of video include:
Before & After Examples
How to Guides
Writing the script
Don’t spend more time on the problem than the solution. You want to be benefit orientated, not problem orientated.
The table below gives a snapshot of some of the information which was gathered to create the content for our own Digital Marketing Toolkit - Introduction video.
The video wanted to be simple, clear, benefit orientated for decision makers
Wasting money on current marketing methods
Money is always an emotional subject. By focusing on this aspect we are likely to create an emotional response within the prospect.
You can do this yourself and save money
We want the prospect to feel empowered and in control over their marketing and expenditure.
We wanted to convey a message of simplicity in our branding to achieve a balance. We felt an animated video delivered this.
Follow the link to see how the Digital Marketing Toolkit puts you in control
Our Customer Journey Map revealed that following on from the Awareness stage, our prospects' would be Researching for a solution that empowers them to get long-term results.
Writing and producing a video for your marketing efforts can seem a daunting task, however, you can break it down into 4 simple sections:
The hook should be catchy and should grab peoples attention so they make a decision in those first few seconds to keep watching. You should tell the viewer what the video is about, reinforce that the video will answer/solve their question/problem, incentivise them to watch until the end, and connect with them on an emotional level. This can often be achieved by getting the prospect to identify with their pain and promising that by watching the whole of this video you give them the solution they need.
0:00 - 0:06 Getting the viewer to identify with the problem they have
0:07 - 0:11 Re-enforcing how this problem affects their business
0:12 - 0:16 Presenting an alternative to their current situation. This creates intrigue to get the viewer to keep watching until the end.
The Intro (optional)
This is where you tell the viewer who you are, what you do, and a few things about your business - do not go into too much detail! Most people clicked to watch the video to seek an answer to their problem or question, not to hear about you.
The intro should be no more than 10 - 15 seconds. If you are looking to create a series of videos with regular updates then this is where you would put call-to-actions as most people don't watch until the very end so it makes sense to bring them forward where possible.
0:25 - 0:32 Introducing who we are and the benefits we provide to our customers.
0:33 - 0:41 Differentiating ourselves from alternative services, and adding a layer of trust.
This is the main section of your video, where you tell people what they came to listen to. You should draft your script in an organised manner making clear points as if you were having a conversation with a friend using a language they would understand.
0:42 - 0:49 What we do, and what the outcome is - this outcome addresses their initial problem as identified in The Hook.
0:50 - 1:07 What the customer gets in terms of features, showcasing the value of the service.
The Call To Action
Many of your viewers, even if they enjoyed your video will simply forget to take whatever action you want them to take. so this is the place where you remind them to do that. If they are still watching that means they found the video interesting and they will be very likely to take the action. By including a call to action (this may be a second call to action) you reinforce the action that you want the viewer to take, and this increases the chance of your prospect moving on to the next stage of their customer journey.
1:08 - 1:16 Call-to-action that signposts the prospect to the information our customer journey map tells us they will next want to receive.