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Script Structure

Once you’ve picked your goals and written a brief, it’s time to start constructing your video script. We recommend starting with an outline before diving into the full script. This way, you can break your video into subtopics and determine how it will progress. 

Here are 6 Script structures that we recommend:

Corporate Video Script Structure

• Introduction – Gripping hook and a succinct core message.

• Explain the problem/risk/opportunity.

• Introduce with professional fanfare, your product/service/solution.

• Dive into bitesize details on how your offering works.

• Highlight the key benefits.

• Consider showcasing company names/testimonials.

• For longer video scripts consider including 1 to 3 short case studies.

• Conclusion: Recap quickly the problem and solution

• Call to action. i.e. find out more, call this number / visit this URL.

Announcement

Simple template, best fit for short, straightforward promotional videos. It can jump right out of the digital noise and really grab attention.

  • Short introduction
  • Main message
  • Details
  • Call to action

Explainer

A brief video that explains ideas, products, or services memorably. There are three popular explainer video script formulas:

“Meet Bob” (a.k.a. Vignette)

A character struggles with the same problem that your audience is facing. Once you establish the connection, you introduce your solution and show how it works.

  • Meet bob
  • Problem
  • Solution
  • How it works
  • Results
  • Tagline / Call to Action

“Secret Sauce”

A perfect explainer video script template for niche and breakthrough products. Here you present the problem but focus more on the uniqueness of your solution and why it works.

  • Problem
  • Secrete sauce
  • Why it works
  • Call to action

Video Interview (Talkshow)

People can watch a talk show for hours, as long as it’s interesting. This template is rarely considered because the marketing message can be very subtle. However, that’s precisely why talk shows are so effective in the middle of a sales funnel.

  • Show’s intro clip
  • Greetings and speakers’ introduction by a host (moderator)
  • Talk show/round table discussion
  • Concluding statement by the host

Video Testimonial

  • Speaker introduction
  • Problem statement (what was before)
  • Results from using the solution (what is now)
  • Details about the benefits
  • Conclusion

Story

As the saying goes, if you want people to know the truth – tell them, if you want them to love the truth – tell them a story.

  • Curiosity gap (expositional introduction to the story setting)
  • Inciting incident (when the problem appears, often caused by the antagonist)
  • Turning point 1 (the hero starts his adventure)
  • Mid-point (when there’s no turning back anymore)
  • Turning point 2 (all is lost)
  • Climax (the hero achieves his goal or fails completely)

The 2 most important sections in any structure are the introduction and the Call to Action.

The Introduction

The Introduction is the most important part of any video. This is because if someone decided to click on your video, you have about 10 seconds for them to get a clear idea of what your video is like. Within that short space of time, a viewer will decide if they’re going to watch the whole thing or leave. The majority of people will leave, but all you need to do is entice some people to keep watching and it’s been a success. So try your best to win the audience over early.

The Call to action

The second most important part of any corporate video is the call to action. This is the point where you encourage your audience to take a specific course of action. Make sure it is clear and sounds appealing to the audience so they are more likely to do what you are suggesting.

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