Seeing comes before words. The child looks and recognizes before it can speak - John Berger, media theorist

In our previous article covering video marketing we discussed the importance of video and why you can no longer ignore the fact that it is a must-have marketing tool. This article deals with the starting point when creating a marketing video - scriptwriting. When combining words with strong visuals you are guaranteed to make an impact. The first thing you need to do is write a script for your video, before you start spending valuable time and money on the filming process.

Our visual sense impacts our complete emotional being. It causes us to act, react, feel certain emotions and in some cases tells us who we are. The visual world around us is constantly changing and rapidly so. Video is significant because our minds react differently to visuals than it does to the spoken or written word. Video makes your marketing more interesting to potential clients/customers – instead of having them read about who you are, you can tell them.

Blueprint

The script is the blueprint for your video as it describes every single visual and audio element involved. Your video should be clear and short but compelling. People will only watch a video if the first few seconds grabs their attention.

Writing the Script

A good script should adhere to the following:

Tell a Story:

As mentioned above, don’t just show people what you’re all about, tell them. Stories hold attention as they have a beginning, middle and end. Viewers will watch the whole of a video if they are curious about the outcome or conclusion. A story identifies a problem and then a solution. You need to tell the viewer how your product or service can solve a given problem. Using case studies can help the viewer identify with your story and as such keep his/her attention. After identifying the problem you will need to present the solution. You should be confident so as to create a longing in the viewer to choose you over competitors.

Don’t State the Obvious:

As a video is based on visuals, there is no need to tell the viewer exactly what they are watching. Include compelling information instead of stating the obvious. Video is influential because you can set a tone that you cannot do with text only media. It is pretty obvious that every viewer wants to watch a video that is engaging and useful – being personal adds to the success of a video. Viewers should be able to relate to what they see on the screen.

Additional Information:

All visuals need to be placed in context. Just as the above point explained, there is no need to include irrelevant visuals simply because you’ve shot them. This is again why script writing is so important. Additional information is important but only if it is added in context to the rest of the video. Information overload will defeat the purpose of the video, as it is meant to be a quick and snappy marketing tool – not a long and tedious one.

Hear and See:

Watching a video is completely different from reading text alone. A reader has to use his or her imagination in order to “see” visuals while reading. With a video, both the visuals and text are supplied. Marketing videos usually include a compelling pitch within the first few seconds. This is your hook and should swiftly express your primary message. Constructing a good pitch can be time consuming but once you have it, it helps to make you stand out in the sea of marketing and online videos. Viewers will remember who you are and why you are exceptional.

Short and Sweet:

Content is understandably important but it is crucial that your script is not too long. Once the video becomes long, content should be incredible otherwise you’ll start to lose viewers. Using short sentences and simple language is ideal. Try to avoid industry jargon and have the script reviewed to make sure that all makes sense, especially to viewers who will know very little about your business or industry.

It’s About the Viewer:

Throughout the video focus should be placed on one main element; the question the viewer is asking – “what am I getting out of this?” You should answer this question continuously as the main reason people watch your video is to find out how YOU can help THEM.

Call-to-Action:

It’s never a bad idea to include a call-to-action. Ending your script/video with this enables the viewer to get started straight away (if your video made an impact, that is).

It’s Easy

If your script isn’t good, your video won’t be either – regardless of the quality. Creating a video that is interesting, not too long and engages viewers with good content, simple language and great visuals isn’t difficult if the above mentioned points are adhered to when compiling your script. You should be creating amazing videos from the get-go.

This interesting Infographic from Visual.ly explains exactly why online video is so powerful

Storytelling One Frame at a Time infographic

Read our article about the three ways to approach the scripting of a video HERE

Read our article about the video preproduction list HERE

Have any scriptwriting tips you would like to share? Connect with me on Twitter @SoundIdea or simply comment below.

Sound Idea Digital is a full service Video Production Company that specialise in health & safety videos, training videos, marketing videos, corporate videos, web videos, animation and motion graphics. We also produce industrial, mining, induction, and company launch videos. | www.soundideavideoproduction.co.za | info@soundidea.co.za