The script is the most important part of any corporate video.
It is absolutely crucial because it's the engine that drives the program.
The way to evaluate any corporate video that you see is like this:
if you have a well written script that involves the audience and is inherently interesting, then it’s odds-on that video will be good - even if visuals are relatively weak.
On the other hand, if you have a video programme that is visually very strong, but it’s got a thin script, then it probably won’t work.
We’ve all seen television adverts where they’ve spent half a million pounds on the production, but the script and the message just aren’t right. It doesn’t hang together, and the ad doesn’t work.
Which basically means a pile of money has gone down the drain because somebody didn’t put their scripting hat on straight and got carried away with visual or concept euphoria.
We’ve also seen very cheap adverts on the television whereby you’ve got a powerful message that’s extremely fluently told, and yet the visuals are not strong as it doesn’t depend on exceptional visuals - but the program really works.
It’s the same with your corporate video. The script counts the most. It’s important to have a perfect script.
What is a perfect script?
Here’s a simple definition:
The perfect script is where your target audience starts to listen at the beginning because their attention is engaged, and there is an inherent smooth flow in the script that just keeps them listening and listening and listening, right until they get to the end.
That’s it.
Anything that breaks that smooth flow of the script and makes the audience become distracted is wrong.
For instance when making a claim that isn’t substantiated enough in the program, or passing a comment that isn’t explained fully, then you distract the audience.
This distraction could last 5 seconds, or 10 seconds, or a minute, and that means you’ve wasted 5 seconds or 10 seconds or a minute of precious runtime.
So, a script that flows, that really means something, that will compel the audience to listen, is the most important single element of any corporate video.
This is why developing the script is always the start of the video production process.
From the original topics, which are the bullet points that comprise the content of the video, you need to sit together with your video production company as a team, and together creatively thrash out what the script is going to be.
The script should then be drafted up for you as a 1st Draft and sent to you for approval. You can then make amendments and changes that help perfect it.
It’s also likely that you’ll have a body of colleague you have to satisfy, to make sure they’re happy with what you’re saying on your video. You need agreement from these people too.
A video is a very public production, a lot of people are going to see it and it must be absolutely word perfect in every respect.
Typically a script goes through three levels of draft and amendment.
When that is complete, you have the perfect words for the production that you want.
An important video script for your important video project. |
