In today’s hurried life, more and more people crave instant gratification in every aspect of their lives, including the videos they watch. Videos created for video marketing purposes need to be short and punchy, which often creates a challenge writing a script that communicates the call to action (CTA) and compels the viewer to move through the marketing funnel in the shortest amount of time.
One of the most important elements of a great marketing video is a solid script to accompany it. – L. Scott Harrell
The average person has a very short attention span, which is one of the reasons YouTube has become so incredibly popular. “Successful” YouTube marketing videos are short and ones that viewers can absorb in a matter of mere minutes rather than having to invest a great deal of time to uptake their messages. The owners of YouTube channels want to upload videos that will actually be watched and enjoyed by their audience and build their subscriber numbers. Therefore, the demand for entertaining and successful short clips is very high.
If you are using videos in your marketing, you need to be able to deliver to your viewers and prospects the highest quality and most captivating short video clips as possible. One of the most important elements of a great marketing video is a solid script to accompany it.
Here are the 5 steps for writing a script that quickly compels the viewer to take the desired action in as little time as possible:
1. THE GOAL OF YOUR VIDEO SHOULD MATCH ITS VOICE
The way you write your script will depend on the goal of your video. Do you want to inform your viewers about a current news event? Then, you need to write the script in the style of a news report. Would you rather just share your opinions about a certain topic? Then, you will write your script in a more casual, personal style. It is important for you to decide on the goal of your video and the way you are promoting your business, then use that as a road map for your script.
2. TELL YOUR AUDIENCE WHAT’S IN IT FOR THEM
What information does your audience really want to see? Make sure your script delivers exactly that to your viewers. You need to focus on conveying the main message of your video in a way that your audience will understand. Speak their language and give them the information they are waiting for. Remember, if your message does not solve your audience’s problems, they will turn your video off and move on. One of the keys to getting a video ranked highly in search is “watch time” – how long your audience watches your video.
3. KEEP YOUR SCRIPT SIMPLE
Keep everything simple. You don’t need to use complex words or technical language in your scriptwriting. You don’t need to show off your intelligence to your audience by making everything too complicated and confusing for them; this will only drive them away and most likely drive them to your competition. The less complicated your script, the more successful your video will be and the more likely you will be to increase your viewership. Keeping your message short and simple is also a fundamental rule of advertising.
4. ADD A PERSONAL STORY WHEN APPROPRIATE
When it is appropriate and relevant to your video, you can add a personal story or anecdote. A personal story will help your audience connect better with your video. Personalizing your message will add an emotional layer to your video. This will actually draw your viewers in and anchor your video’s message in their minds.
5. INSERT A CALL TO ACTION AT THE END OF YOUR SCRIPT
Don’t forget to insert the call to action (CTA) at the end of your video! When you instruct your audience to take a specific action, you will motivate your audience to take the next step. Whether it’s to watch another video, go to your website or make a purchase, a call to action is essentially mandatory in every advertising script you write.
As you can see, a great deal of the impact of a short marketing video is delivered through the script. Once you identify the goal of your script, be sure to keep the wording simple and clearly explain the message to your audience. With a little personalization and a strong call to action, you will have a very successful script.