BUSINESS VIDEO MASTERCLASS

BUSINESS VIDEO

MASTERCLASS

MASTERCLASS | PLANNING | 4: NOW HALVE YOUR SCRIPT

Part 1 - Planning an effective marketing video

4: Now halve your script

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That’s right. If you’ve just drafted a trial script, it’ll probably be too long.

So halve it. Or do the very best you can.

Cut out anything that isn’t directly and immediately relevant to your video objective - from the customer’s point of view.

For example, it pays to distinguish between points that are merely “nice to know”, and points that are emphatically “need to know”.

Again, look at each sentence. Sneer at it (go on, put a grimace on your face when you look at it) and say “so what?!” like a street punk might.

I love the sneering So-What Test. It flushes out unnecessary text fast as a flash.

Do a quick double check that your focus is primarily on what you deliver and not how you do it - unless The How is essential to your message.

Make that script shrink.

Remember: There are no hard and fast rules. It’s only about what you think will work, and produce the desired customer action when your video comes to an end.

5: Don’t guess - do a word count and be certain

Now you’ve halved your script, do a word count.

From the word count you can now estimate your runtime.

NB: Allow approximately 125 words per runtime minute.

So a 250 word script is about 2 minutes, give or take.

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