How to Write a Short Video Script to Promote Your Business

By Sarah McInerney
| September 14th 2016

Sarah McInerney

Head of Content

Sarah has almost three decades of experience in crafting compelling, engaging content specifically designed to boost sales and enhance brand loyalty. She’s also an expert in developing unique tone of voice that helps brands connect with their audiences. Her marketing and client service background has given Sarah a natural understanding of how to write content that makes readers take action. Whether it’s signing up to a mailing list, making an enquiry or donation or clicking the buy button, Sarah knows precisely how to convert with words. Pen down, Sarah is a proud member of the Essex Wildlife Trust and spends most of her free time enjoying inspiring walks through her local woodland and nature reserves, admiring everything that flaps, flutters and flowers.

There’s no denying the power of video as a promotional tool, especially when it’s used in an explainer style role on a website or in sales pitch.

Research shows that the longer a video, the fewer people will tend to watch it from start to finish. We’ve read that 85 per cent of people will watch a 30-second video in its entirety, yet only 50 per cent will see a 2 minute video through to the end. Any more than 2 minutes is therefore clearly going to be a no-go.

So you’ve decided to invest in a video. Whether you go down the route of animation or in-person presentation is something you’ll have to decide upon. But whatever format your video takes, you are going to need a decent script. But how to cram everything you want to say into 30-90 seconds? Here we take a look at how to achieve that star script that will hold the attention of your audience and compel them to take the action you want.

Writing a video script needs to follow a structure.

Writing a video script: there are rules to follow if you’re going to get everything important across in just a few seconds.

Seconds into Words

First of all we need to ascertain in terms of words how long the script needs to be. A general rule of thumb is that 30 seconds equates to 80-100 words. 30 seconds however is really pushing it if you have a strong message to deliver. Better 60 seconds (160 words) or even 90 (240 words). But don’t go over that. Remember the research: only half of viewers will watch the whole thing, so part of your message could be overlooked.

Simplicity Rules

The About page on your website is not the place to go to lift content for your video script. It’s usually going to be far too detailed. In fact, don’t lift content from anywhere, even if it is your own stuff, because your video script needs to be written for purpose, and that means with pure simplicity in mind. You’ll need to get to the point – and fast. So before you even start crafting the words, make a list of all the important things you need to include. Then cull it. Then cull it again. Now you have a final shortlist of the points you want to cover. Remember, you are merely introducing your product or service with a view to teasing your audience into finding out more.

Follow a Structure

Every story must have a beginning, a middle and an end. Whether you are writing a novel, a white paper or a film, this necessity stands, and it is no different with a short video script.

In the beginning, we need to start by introducing the issue we are going to address. What is the problem faced by your target audience? This is a strong opener because it will straight away engage the attention of your viewers who will think, yes, I have that issue. These people understand me. How are they going to solve this for me? I’m going to stick around to find out.

For the mid-section, we are going to explain how we will solve the problem. This will entail an explanation of what you do or sell.

A video script MUST have a beginning, a middle and an end.

And for the end – the conclusion- we are going to tell the viewers why they should use your company to solve their problem. This is your stage: your chance to sell your unique selling points; to stand out over the competition by communicating your benefits. This is really the only part of the script where you should take a sales approach. Never make an early pitch as you’ll just put people off – no one likes to be overly sold to after all. Leave it to the conclusion, its rightful place.

Your end bit should also include a call to action. What do you want viewers to do now? Browse your website for more information? Make an enquiry? Call to take advantage of an exclusive offer? Share their story? Join you for a discussion on social media? Donate or invest? Be clear about the action you want viewers to take, and don’t be afraid to be direct: this is your big chance to achieve what you set out to do with your video!

Hopefully these tips will help you put together your short video script. Good luck! If you get stuck though and could use some direction, or indeed if you’re looking for some help in putting a video together from start to finish, why not contact Figment?