Part 1 - Planning an effective marketing video

3: How to draft your script more professionally


You have to remember that your script is in spoken not written English.

So write it in a big font, like a 14 point, so everything is really visible on the page.

Don’t write in a standard small font. Just don’t.

Do it like this:

Write only single sentences

- or even single phrases.

Paragraph hiding places are forbidden here.

No paras.

Write it in your own words, like you’re talking to a customer face-to-face.

Don't write 3rd person Pentagon-ese or Corporate High Seriousness. It doesn’t work. It's usually just people trying to be clever by reinventing English for boardroom mastubatory purposes. Speak simply.

Completely eliminate technical words or phrases, or in-house speak, or any words your audience won’t instantly grasp.

I suggest keeping all words to 3 syllables or less, where possible, as Google sees shorter words as more universally applicable.

So don’t be frightened to dumb down a little.

Speak to a customer in simple words. Everything else can be fixed later. This is only a trial script to get you started for a quotation.

It shouldn’t take you more than 5 minutes to get an early draft, as you know it all already.

Type as fast as you can go.

Clumsiness in sentence construction is quite acceptable too, if you don't feel you’re having a brilliant writing day.

And whatever you do, don’t start copying pages from your brochure or website, or the Sales Death Fairy will haunt you forever.

Some spontaneity is important here. Don’t kill it with cut & paste.

Write it now.

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