The script or storyline is where every video starts, it’s the framework to hang all the other production processes off. So, yes, it’s important to get it right.
In this article I am going to be focusing on script writing for an animated video or whiteboard. We are not all gifted writers, myself included. But it’s a skill that everyone can acquire with enough time and effort, and with some simple guidelines to help you along the way. Even if you end up bringing on board a professional writer, having given thought to the points in this blog you will already be in the right mindset to help the writer.
If you are a networker, think about your regular one minute pitches. Everyone has heard about the ‘elevator pitch’. These are all summaries of your business that are worth keeping in mind for this exercise. Lets get onto the tips:
TIP 1 & 2: Establish the pain point AND who you are talking to early on. Here are some examples:
- ‘Do you suffer with chronic back pain?’
- ‘Are you fed up of having no money’
- ‘Are you looking for an investment with high gains and low risk?’
I’m sure you’ll agree that if you tuned into a video starting with any of these questions and that applied to you, well, you’d keep watching – right? How about these openers…
- ‘This is Suzy, she’s a graphic designer ….’
- ‘Meet Harry, he recently found out his sister is suffering with dementia..’
- ‘Mia is 5, she is alone and frightened…’
Basically you are immediately establishing the person you want to watch your video… Claire Mitchell the founder of ‘The Girls Mean Business’ calls this your IC aka your IDEAL CLIENT. Now you have them switched on to watch your video, and you have mentioned their PAIN POINT, they know you are talking to them, what next?
TIP 3: Now you can mention your brand, product, service… but don’t make this a hard sell – that’s a turn off – but state the facts, say what you do and why this will help the person who is watching. Remember they want to know, and you have something which will help them.
TIP 4: How great is life for your ideal client once they have made the purchase? Mention the benefits they now enjoy, allow them to imagine how they can gain from your service or product.
TIP 5: Introduce your unique selling points, how should the viewer come to you rather than your competitors? What makes you better, how do you offer more?
TIP 6: Trust is really important, why should they trust you? Try to introduce some factual information, a testimonial, or a statistic perhaps?
TIP 7: Speak directly to the viewer using language like ‘you’ your’, be their friend. Actually imagine your ideal customer is sat opposite you and you are talking directly to them.
TIP 8: Don’t fatigue your viewer with too many dry facts and figures, keep to your key points for the purpose intended for this particular video.
TIP 9: As a rule of thumb work to 150 words per minute – remember that numbers should be written in full so they contribute to the word count, 95% makes your script look far shorter than the actual voiceover “Ninety five percent”. Another point to remember is you don’t need the have your website address spoken, just the leading cta and let the text on screen give the actual phone number or web address.
TIP 10: Finally a Call To Action lovingly referred to as your CTA… tell the viewer what you want them to do next. No, you can’t say ‘buy every product I have’ or ‘gift me £5k please’ 😀 some examples would be:
- ‘call to book a consultation’
- ‘find out more on our website’
- ‘we are waiting for your call’
- ‘click through to view our shop’
- ‘read more here’
- ‘please subscribe to our channel’
- ‘available on amazon now’
However, a cautionary word here, if you are hosting your video on YouTube, AND if building an audience through YouTube is your strategy then choose only a few key videos with a CTA pointing your viewer out of YouTube. Losing YouTube viewer is a negative point in YouTubes eyes, so instead end your video referring your viewer to another of your video and a relevant video from someone else, for example a product.
AND FINALLY: The hardest part is usually just getting started – get an initial draft with the content you want and then edit and ensure you include the points I’m mentioned… so just get started, you know your brand, product, service better than anyone and hopefully you also know your ideal client very well.