Part 1 - Planning an effective marketing video

How to draft a trial script


It’s quick and easy to draft a trial script.

And by drafting a trial script, you’ll know in advance how long your video is going to be, and what it should say.

It’s easy if you follow these 5 simple steps, rules you probably apply in most other areas of your marketing plans:

1: Agree the video goal

In a single short sentence you need to write down the video’s business objective.

Be specific, for example:

> To win more sales and leads for our product, service or solution.

> To give our website visitors a very quick overview of our scope & capability.

> To help customers clearly understand how our technical product/solution helps them.

> Create customer awareness of how our technology works.

Or even more specifically:

To motivate them to immediately take action by

clicking a button,

completing a contact form,

signing up to a webinar,

accessing valuable gated content, and similar.

You’ll notice the above sample objectives have no “ands” or “buts” or “qualifying clauses or riders” in them.

Nothing destroys a video’s effectiveness faster than giving it too many things to do.

An example of this is a quotation/proposal I was asked to produce recently.

The proposal was for a public body, and they specified 4 objectives to be told in 90 seconds, on a complex topic.

The truth is, I just laughed to myself, and then declined.

I felt it would be a can of worms, as 4 goals in 90 seconds won’t teach an audience anything.

This was obviously a series of goals developed by a committee with no overall responsibility for winning anything,

- merely a strong need for consensus among themselves, and their own warring tribes.


Learn how.

Here’s a much better way of looking at B2B video:

Think of your video like a sniper’s rifle.

A sniper’s rifle can accurately hit a distant target, from long range, and make a successful kill.

This is because the sniper has but one objective, to hit that target, nothing else.

And the sniper’s rifle is the tool designed to do this perfectly, which is why snipers and their tools are so successful, and much hated by infantry and evil dictators alike.

Now think what happens when you start adding to your list of video objectives?

For instance, when another department starts to add their say into your video, or a product manager has a different idea to you, and when corporate comms insist you have to say such and such as a matter of form, brand consistency, or whatever.

Multiple targets, multiple objectives, start to appear.

And you’ve subtly moved out of sniper territory into short distance, scatter gun territory.

I absolutely believe your video needs to be a sniper’s rifle to operate effectively at a distance, not a scatter gun, which only works at close range.

Agree a single simple objective. Be a sniper’s rifle.

Remember: You’re not shutting out contributions from others. Far from it. You’ll need them on your side.

You just need them to agree your single objective, and work from there.

As a valued visitor to Business Video Masterclass, you’re now welcome to a FREE 15 minute personal consultation with me, where you can ask about a video problem that’s on your mind.

I’ve spent most of my professional life solving real world video problems.

It’s relaxing for me. I enjoy it. So please share your ambition or concern, and I’ll do my best to help.

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