Wagner Consulting International

fShare

Tweet

Video marketing has proven to be an effective strategy for brand positioning. An explainer video has the power to tell a convincing story about your business in 60-seconds. Of course, to achieve this effectiveness you must ensure that you choose an excellent voice-over artist, have the technical requirements for recording, the right music, among other things, but without a proper narrative you will not simply transmit a message that engages the audience.

But having to create a script from nothing is no easy task. It takes time, creativity, and most importantly patience. Next time you need a video script, here's what to do to make sure it's a success.

DEFINE YOUR GOALS. You have to know who your audience is and what value will your video provide, also establishing your angle and, above all, why do you want to tell this story. Stay focused on the message you wish to convey.

ADDRESS YOUR AUDIENCE. Make the viewers feel as if they are directly spoken to rather than as a collective group. And the best way to achieve that is to address your audience in a clear, conversational manner.

CHOOSE THE RIGHT TONE. Tone conveys the emotion behind the story and communicates who you are and how your audience should feel about what you’re talking about. Even though the underlying goal of your video is to promote your brand, its success relies on whether or not your audience connects to it. If you have story-driven characters, imagine real people as mental place-holders.

KEEP THE SENTENCES SHORT. Short, concise sentences make it easier for your voice-over talent to emphasize key points. It also makes it easier for your audience to grasp them. Use simple words- avoid jargon; choose words like “best” instead of “optimum” or “do” instead of “accomplish.”

A CALL TO ACTION. Your ending should be influenced by what you want your audience to do or walk away with. You may want them to share the video, sign up for a demo, subscribe to your newsletter or maybe download a report. Your narrative should build toward this ending.

And finally, remember that practice makes perfect. The best way to write a great video script is to write a lot of them.