How to Write a Video Marketing Script

How to Write a Video Marketing Script

Planning a video production is similar to planning any type of construction. With this in mind, you need a plan and then you need to execute that plan step by step. Most marketing videos have a script, or at least an outline of the points that the video will cover. Whether the script is fully written out, or is bullet point form, it is the first step in constructing your video. As a result, if this process is new to you, the first thing then is to learn how to write a video marketing script.

Make Your Video Be About One Thing

If you have a lot to communicate to your clients and leads in your video, it’s better to break the subjects out into several videos instead of having them all be in one. Don’t make your marketing video too long.

This will help your video in several ways. It will help engage of the viewer.  For example, they might have interest in only one of your points.

Particularly, it will help with the search engine optimization of your video. Therefore, the SEO of your video should concentrate on a keyword or keyword phrase. Obviously that helps search engines know what the video is about and will help the video rank higher.

Know Your Audience

Know your audience. It’s key to learning how to write a video marketing script. The video should speak to your audience’s concerns and problems. You should write the script in such a way that the audience thinks you’re talking directly to them in the video. As a result, your audience will tend to stay more engaged with your video.

Write As If You’re Having a Conversation

The best scripts for marketing videos speak directly to the viewer and in a style that is personal. Therefore, it’s like having a one on one conversation with your viewer. Make the viewer feel as if you’re talking only to them.

The site Printwand has practical advice on how to write your script with a conversational style.

The tips include:

  • Shorter sentences
  • Use common words
  • Ask questions
  • Write with an active voice
  • Write like you’re telling a story to a friend

Write for the Stage of the Buyer’s Journey

Each of your leads is at some stage in a classic buyer’s journey.

The stages are:

  • Awareness stage
  • Consideration stage
  • Decision stage

First in the awareness stage, your lead is just learning about the nature of a problem they have. Second at the consideration stage, they’re learning about the various solutions to their problem. Finally in the decision stage, they’re trying to decide who or what to use to solve their problem.

Being aware of the buyer’s journey will help your video be more relevant to your viewer. For this reason, try to write your video script so that it speaks to one of these three stages of the buyer’s journey.

End with a Call to Action

Finally, end your script with a clear call to action. What is it that you want your viewer to do? What is the next step that you want them to take?

The call to action is not necessarily about converting a viewer into a customer. If a viewer is at the awareness stage, they will be more interested in learning about solutions to their problem than they will be in using your company as the service provider. Therefore, it’s more appropriate to have a call to action that offers them more information about the various solutions to their problem.

If they’re at the consideration stage of the buyer’s journey, a good call to action could offer the viewer more information about the services your company can provide.

It’s only at the decision stage that you ought to have a call to action that would directly convert them from a lead into a customer.

Last Thoughts on How to Write a Video Marketing Script

Before you pull out your video camera or smartphone to film your video, take out a pen and paper. Jot down a bullet point draft of what you want to say in your video. It’s the first step in how to write a video marketing script. If you follow the points in this post, you’ll have an easier time with filming your video and will end up with a more successful marketing video.

The featured photo is courtesy of  rawpixel.com.

By | 2018-05-30T15:44:13+00:00 March 19th, 2018|Blog, Video Marketing|0 Comments

About the Author:

Don Tracy has been creating visual content and solving visual communication problems for the advertising, corporate, and editorial markets for over 35 years. In both photography and video production, he gets to the heart of his client’s communications needs and hands back finished content that tells their story and gets results.

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