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BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

MASTERCLASS | PLANNING | 4: NOW HALVE YOUR SCRIPT

Part 1 - Planning an effective business 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 best you can to reduce it.

Cut out anything that isn’t directly and immediately relevant to your video objective - from the audience'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 viewer action when your video finishes playing.

Even a script that is compliance-driven, such as a safety video script, can usually be reduced, typically by going from "safety manual speak" to commonspeak. It's less words.

Marketing & Training video products price list

VIDEO PRODUCTS PRICELIST

Marketing video prices here

Safety & Training video prices here

Exact prices for all standard runtime videos
Start making accurate plans

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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