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Part 1 - Planning an effective business 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 enable your workforce to be more compliant or competent

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

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

> To reduce incidents

> Create customer awareness of how your technology works.

Or even more specifically:

To motivate them to immediately take action by

clicking a button,

changing their behaviour

completing a contact form,

signing up to a webinar,

sticking to the rules - no more shortcuts

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 to tender.

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.

Here’s a much better way of looking at 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.

The same thing happens in safety videos, where external corporate depts insist on including lengthy explanations as to who the company is, their values, their history - when the main issue is safety compliance. You have to decide if these inclusions help - or otherwise

Multiple targets, multiple objectives, start to appear.

And you’ve subtly moved out of sniper rifle 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 the rest out from there.

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