Why Scriptwriting Is The Key To The Ultimate Success Of Your Video Marketing 

by Liz Slyman July 8th, 2021

There’s a good reason behind why videos are rapidly dominating the marketing world. They are known to increase site traffic, lead generation, and brand awareness, with 88% of marketers reporting a positive ROI from creating them. These are all of the things that a solid piece of marketing content should do. 

Not only this, but research found that humans process visual cues 60,000 times faster than written text. Because of this, videos are undoubtedly one of the most powerful tools for hooking and sustaining your consumer’s attention more successfully than words alone. 

What Is The Secret To A Powerful Marketing Video?

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You might be wondering, what can I do to make the most impact with my videos? While video statistics show its effectiveness as a medium, this is only the case when it is expertly produced. After years of experience in the digital marketing world, I’ve come to the conclusion that what you say in a video is just as powerful, if not more powerful, than the visuals themselves. And that’s where scriptwriting comes into play. 

Video scripts are in many ways the backbone of your video’s storytelling, as they provide you with the cues and lines needed to articulate your messages effectively. They are in charge of outlining your video’s progression and defining a clear beginning, middle, and end to your story.

With a video script, you are able to: 

  • Set a consistent voice, tone, and point of view throughout your video journey 
  • Organize your thoughts and ideas into a structured outline
  • Avoid the risk of rambling, using filler words, or losing focus while speaking in your video

7 Essential Ingredients For Killer Scriptwriting

Scriptwriting Service

A well-written script is the unsung hero of any marketing video. But if you don’t have the budget for script writing services, it can be difficult to know where to get started. 

To make this process a little more seamless, here are 7 ideas for getting the ball rolling on your scriptwriting adventure: 

#1 Hone In On A Main Goal and Focus

In one survey, 69% of consumers reported that they’d prefer consuming a short video about a product or service over other formats. To keep your videos quicker and succinct to appeal to audiences most efficiently, it is important to have a script that does the same. With only so much time allocated to communicate your message, each and every sentence of your script should have purpose and value. 

To help you narrow in on a script that is focused to your video’s intent, think about: 

  • The key takeaways that you want to leave your audiences with
  • What kind of action you want audiences to take after watching (ex. signing up for a newsletter, purchasing your product, etc.) 
  • What stage of the sales funnel you are attempting to position your video in

#2 Your Audience Matters

Explaining a product to an urban millennial versus a middle aged rural farmer equates to a much different tone, word-choice, and style of script. After all, no target audience acts, looks, or feels that same way about the content they choose to consume. The audience you seek to reach and the platform you choose to disseminate your video on should have a strong impact on your script writing process. 

Pinpoint your video’s target audience through conducting psychographic and demographic research and creating buyer personas. Some examples of the demographic and psychographic characteristics that might play a role in your script’s choice of language include:

  • Age
  • Gender
  • Level of education
  • Lifestyle
  • Spending habits
  • Values
  • Socioeconomic status 

#3 Conversational Is Key

When you’re in the thick of the writing process, it can be easy to forget that your script will inevitably be read out loud. At the end of the day, your video should aim to sound unscripted, or else you’ll run the risk of sounding disingenuous or robotic to audiences. 

Conversational scripts are more effective than formal ones because they connect to consumers on a more personal level. Here are a few easy ways to keep scripts more conversational and relatable: 

  • Write Like You Talk: Writing in the same manner that you would speak to your audiences on the phone or in-person will help your video feel more personable. For example, if you typically make jokes or use informal language, great, put it in the script! Starting sentences with ‘and’ and ‘but’ might not fly as well on paper, but in a script they sound totally natural. 
  • Keep It Simple: Remove the excessive amounts of industry words and phrases and ditch any complex vocabulary that you wouldn’t dare use in a normal conversation. For example, words like synergy, bandwidth, circle back, and touch base can feel a little inauthentic and buzzwordy in a script. 
  • Short and Sweet: If your sentences have a lot of commas within a script, break them up into smaller and more digestible shorter sentences! I promise, this will create a more cohesive and natural flow. 

#4 Stay True To Your Brand Personality

Did you know that 57.5% of consumers were found to buy from brands that exhibited strong personalities? This reveals the importance of crafting a script that is true to your brand, as scriptwriting is truly the perfect launchpad for establishing your unique tone, voice, and identity.

If your brand aims for an authoritative and professional voice, write your script in a way that mirrors this sentiment. If your brand likes to add light humor and informal slang in its messaging, throw it into your script and watch your authenticity skyrocket.

#5 Practice Makes Perfect

The easiest way to test your script’s effectiveness is by consistently reading it aloud. Ask yourself: does it sound organic coming out of my mouth? Would I ever naturally choose these words or talking points without reading off of lines? If anything sounds clunky, awkward, or completely unnatural, try rephrasing and repeating this process.

In addition to reading it aloud by yourself, a few ideas for getting to the core of your script’s quality is to:

  • Try reading your script out loud to a friend or peer and ask them for their honest feedback on your delivery. This works well because a fresh perspective is helpful for recognizing the strengths and weaknesses of your script. 
  • Give your script to another member of your team to read aloud. This is an effective tactic because sometimes all it takes is hearing your own words echoed back to you to know what is missing. 

In general, the more comfortable you feel reading and sharing your script, the more prepared you’ll be to deliver your lines with natural conviction and confidence. 

#6 Think About Your Visuals 

Written copy is just one element of the overarching goal of a script. When writing your script, it is important to always stay focused on the broader creative vision of your video. Think about the b-roll, animations, camera angles, and other video filming tactics that will accompany your script. That way, each and every line will have an exact time and place for a coinciding visual cue. 

This is an important part of the scriptwriting process, as it creates a clear direction for the director and videographers that will follow it during the filming process. One easy example that helps with this process is by creating a simple chart, with one side labeled as visuals and one side as audio. On each side of the chart, pair a line of your script with a visual that you plan to use with it. 

#7 Repurpose Blog Posts Into Scripts

Sometimes there’s no need to start from scratch with scriptwriting. If you are already proud of a high-performing blog post that you’ve written in the past, chances are it could be repurposed into an impactful video script. Sometimes all it takes is shortening the blog, adding more transitions and cues, and of course ensuring that is natural when read aloud. 

Nail Your Video Marketing Script 

Though starting on your first script can feel like a daunting task, the professionalism that it will bring your video is worth all of the initial efforts. With all of these script writing tips in your back pocket, you’re well on your way to nail your next video project. 

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