Before even getting to the scripting phase of your video, you need to be very clear about several things:

•    How will the video be used?
•    Who is the intended audience?
•    How can you make your video believable?
•    And what is the purpose of the video?

The Video’s Use

This is something often overlooked. This question relates to the medium used to show the video you are intending to make. Is it:

•    A sales a video being shown by a sales person on a laptop at a pitch?
•    Is it attached to a larger sales proposal — as part of a PowerPoint presentation?
•    Is it used as a mailer or handed out at an event?
•    Is it being projected at an event?
•    Or is it for a website?

If it is, for example, being used at a client pitch, a minute can seem like a long time; ten minutes is unthinkably long.  So it is important to consider the medium before scripting because you it will dictate how long the piece should be, what the tone of it is and what kind of production quality is expected. (Obviously you always want the highest possible production quality, but it’s no good writing an elaborate script that needs a huge budget and lots of time when you have neither).

The Audience

The next thing that needs to be considered is who the intended audience for the video is. This will help you hit the right tone in your video. Is the audience versed in whatever product or service you are offering? If they are (say it’s a business to business deal) then the video can delve into the specifics. If the audience is not directly involved in the service or product you are writing about then using jargon or delving into production specifics will have little influence and might irritate or bore the audience.

Believability

Making a whole lot of unproven promises might do more than just annoy your audience; it may actually degrade your credibility. More and more people are sceptical of wild promises and listen out for anything that grates the nerves — i.e. anything that sounds like hot-air-ad-speak. One way to ensure believability is to back up your claims with client testimonials (and don’t get a cheesy actor to do this, the audience will know right away). Another thing to keep in mind is to resist “sell” words in your script like “amazing!” or “incredible”. Keep away from the hyperbolic adjectives and adverbs, they smack of falsity.

And the Most Important: Purpose

Say you are making a video that will be used for sales and marketing of a particular service. You need to consider:

•    The elements the viewer needs to know to make a positive purchasing decision, including what problems will be solved by the service solution.
•    All the possible concerns of the viewer — these include the “Yes, but …” objections the viewer might have.
•    The actual service benefits that the client will gain in relation to their needs and to their worries or objections.
•    Finally, you include a distinct call to action. This is very important and is another thing often overlooked in videos. Once you have listed the problem, the possible objections and the ultimate solution to both (i.e. the service) you need to offer the viewer a way to take action. This would be something as simple as including contact details.

This “purpose” list will also invariably give a rough structure to your script.

These few important points will drive your video in a purposeful and directed way. Keep your aims in mind always; who is it for? What is it for? And what do you ultimately want to get out of it?

Do you have anything else to add to these points? Do you agree or disagree with any of them? Let us know! Leave a 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