When you tackle a script for a marketing video, there are lots of factors to consider. Here are five important points to keep in mind when you’re trying to get your message across.
The best way to reach your audience is to connect with them emotionally, so you have to understand WHO they are to know WHAT makes them tick. If you don’t understand your audience, how can you address their needs, desires, fears, and hopes?
What’s your REASON for wanting to communicate? Before you begin writing your script, you need to be able to condense your message to one or two sentences. Until you can get this down, there’s no reason to move forward in the writing process.
- SHORT AND SWEET
When you’re writing for an online communication, shorter is better. For example, a corporate overview script is ideally 2-3 minutes. After that, your audience starts tuning out your message. (150 words roughly equal a minute of video time).
- WRITE HOW YOU TALK
When you’re writing a spoken communication (voice over, etc) sometimes “correct grammar” can sound stilted and old-fashioned. It’s important to create a conversational tone that will make your audience comfortable. A good test for this is to read your script out loud. Does it flow smoothly? If not, you need to work on the rhythm of your language.
- STEP BY STEP
When you’re working on a script, make sure you’re putting it through the proper approval channels within your company. Do you have a legal department that needs to approve it? Before the voice over is recorded and shooting begins, make sure everybody is on board with your content. It saves time in the long run.