Lots of people come to us wanting to produce a web video and they often have great ideas, so when we ask them to have a go at writing the script why do they all look terrified?
It could be fear of the unknown, fear of failure or any number of other reasons and they almost always say something like You’re the professionals, we’ll leave it up to you.This is fine because scriptwriting is all part of the service but in reality, while writing a script for a web video is a skill, it also has structure and procedures and that can easily be taught and learned.
Step 1 ) Start by defining the objectives
What are the objectives for your Video? Do you want to sell more or educate your audience, create awareness or entertain and get shares, boost traffic or engage visitors to get more conversions, position yourself as an expert or simply share something of value to your existing client base? These are all valid objectives, and most people would answer all of the above”. Unfortunately, in life we need to make choices, sometimes two or three related objectives can be achieved but choosing too many will risk diluting the effectiveness.
Step 2 ) Identify your target audience
There is no point producing a web video script that incorporates language, styles and ideas which don’t appeal to your target audience. This is why it is really important to understand who you’re talking to and what they like. This is also why writing a web video script is something worth attempting because no one understands your customers better than you do, right?
Step 3 ) Identify the key triggers
What are the emotional factors that engage your audience and make them buy? What problems are you trying to solve? What does this problem or solution mean to your audience? This is generally a great opportunity to have a brainstorming session with colleagues and who knows, you may end up with a list of points that really help your business.
Step 4 ) Work out a structure that suits
There are many structures you can use, from the overly simplistic Beginning, Middle and End to the more tailored Problem, Solution, Call to action or Features, Benefits, Call to action or even combining these into problem, solution, features, benefits, call to action. The structure will help you work out the key important points to include in your web video script.
Step 5 ) Define your style
There are so many different styles of Web Video from Animation to Presenter (sometimes called talking head) There are the 3 D’s, Demonstration, Dramatization and Documentary and there is also voice over presentation (where the presenter is off the screen). So the choice can often be difficult, but your decision can be guided by things like your capabilities, budget, target audience and objectives. When chosing a style you should always be aware of ROI and aim for the style that gives you the most bang for your buck.
Here is a list of styles you should consider with links to examples
Step 6 ) Think of a Story
Once you have the style and key points in your structure, think of how you can combine these into a flowing story. For example, we could look at an animated story like this Johnny had a problem it was X, he talked to his friend who recommended a solution Y. This was fantastic because Y did all these amazing things such as A,B,C and that meant that Johnny could D and it also let him E as well as giving him more time to F. So all Johnny had to do to solve his problem was call 555 1234 or email firstname.lastname@example.org”
Step 7 ) Write it all down
We use a simple web video script template that you are welcome to download for free HERE. This has room at the top for a title and version number and separates the Audio (on the left) from the Visual (on the right). Don’t worry too much about direction, just write down what you would like to hear and see. Try to remember that each page equals roughly 1 minute on the screen so avoid long paragraphs of dialogue. An effective Web Video Script should be no more than 2 minutes long unless it is specifically targeting a niche purpose or is for entertainment. Make sure that when you’re done you read it out loud. This is important because you can then adapt the script to how you want it to sound.
Step 8 ) Get Feedback
This is often the hardest part, because as we all know criticism can be hard to take, but it is important and ensures that the script you end up with will be the best it can possibly be. When asking for feedback make sure that you clearly explain who the audience is and what your intentions (objectives) are. This should prevent misdirected advice from well meaning colleagues and friends.
If you’re still not confident and would like a hand writing or developing your script please give us a call or send us an email, we look forward to working with you to bring your web video ideas to life.