Writing a great script for corporate video is easy – if you know what you’re doing.
On a basic level, you must understand your audience, communicate a simple message and end with a clear call to action. But what else can you do to engage, retain and convert your target market?
Quite a lot, as it happens. Read our top tips on how to produce a killer script for your 60-second corporate video.
1) Provide a solution
Don’t make your company and its products or services the main focus. Instead, spend the first 40 seconds highlighting a common customer problem and offer a solution. This gives you credibility as you veer away from the hard sell and show your audience you care. Spend the last 20 seconds talking about how your brand can save the day.
2) Set the right tone
Talk to your audience as you would someone sitting next to you in a café. Be friendly yet polite and use words like ‘you’ and ‘your’ to make the message feel more personal. Don’t talk down to your audience with facts and figures they already know. Likewise, don’t talk over their heads with complicated technical jargon. Befriend your audience and they will be far more likely to use your services.
3) Keep it short
You may have dozens of facts you want to include, but don’t feel you have to fit them all in. If your script is too long, the video will feel rushed, ill thought through and unprofessional. Instead, select only the most important statistics and do not exceed 150 scripted words. In English, this equals approximately one minute of video. For 90 seconds, aim for no more than 240 words.
4) Include a call to action
Decide what you want your audience to do after watching your video. Should they browse your website, visit your blog or subscribe to your newsletter. Perhaps you’d also like them to download a presentation or share your video on social media. Either way, include the call to action at the end of your script. It should be straightforward, clear and include command words such as ‘download’, ‘subscribe’, ‘call’ and ‘share’.
5) Practise, practise, practise
Now that you know how to write a script, set time aside to practise with colleagues. Some words sound great when you say them in your head but when you read them out loud they might sound pretentious, robotic or unnatural in the given context. Don’t hesitate to adjust the script and rehearse again.
For more information on script writing and video production, please call THE BLACK AND WHITE GROUP on 050 457 5469 or email firstname.lastname@example.org. If you have any other video scriptwriting tips that deserve to be added to the list, tweet us at @TheBW_Group.