Use A Gripping Hook
Aim to capture your viewer from the outset with an enticing opening line.
Remember who your target audience is and what benefit you hope to be providing. Build intrigue and succinctly follow this with your service or product in the opening 10 – 20 seconds.
That captivating first hook will reel people in and get them to stay with you to the end.
Keep it Short and Sweet
When it comes to scriptwriting, less is always more. Say what you need to say and keep it as short and succinct as possible. We generally try to keep videos to between 2-3 minutes.
In a great script, every word earns its place. The shorter your video, the more punch each sentence, phrase, and word must-have.
Here are our top tips for keeping your script as lean and impactful as possible:
- Say something unique, not what everyone else says
- Use simple, everyday language over unnecessarily complicated words
- Cut the flab, fluff, and superfluous information
- Never repeat yourself unless it’s for dramatic effect
- Be prepared to make sacrifices
Speak in a Language Your Audience Understands
When writing your script, always talk in your audience’s language rather than your own.
Try to get outside of your own head. Remember: your video script needs to appeal to your target audience.
Generally, you should keep the tone simple and conversational. The only excuse for breaking this rule is if you’re a bank or a hospital. It doesn’t matter if you’re B2C or B2B your audience wants to hear you speaking like a human, not a robot. That means cutting jargon, buzzwords, and meaningless waffle. It means speaking on a level that your audience will understand.
Your script should be in line with your brand voice, but never to the detriment of viewers. If you can include real words and phrases that your audience themselves use, you’re well on your way to a great video script.