And then they focus on resolving these issues, through the medium of The Script.

A script message can be driven by:

• a series of simple iconic graphics
• a professional voiceover
• a series of VIP talking heads
• or a cast of actors in a drama
• or a series of captions in a Facebook or intranet video
• or cartoon presenter talking to us
• and any combination of the above, and more besides

It doesn’t matter because it’s the message of the script that counts.

Put simply: The script is the engine of your video.

Get the script right and the rest will be obvious.

And surprisingly, effective scripts do grow on trees. They’re not hard to do.

But they require some special thinking, and a close partnership with your video producer or scriptwriter, as well as your colleagues where you work.

I’ll talk about the exact how-to of scriptwriting in more detail later.

For now the key message is that if you get your script, your message right, free from mistakes, then you’re over halfway to having the perfect video.

And script plays an important part in the price which is why we’re discussing it now.