Part 1 - Planning an effective marketing video

How writing a draft script first will stop buying mistakes


If you don’t know in advance how long your video is going to be, then you’ll probably make a mistake.

The answer is to know in advance the runtime you need.

To estimate the real runtime you need for your video message, you’ll first need to write a draft script.

It doesn't need to be perfect, as no one need ever see it.

So write one, then count the words, and then you’ll know how long your video needs to be.

Don’t worry if this sounds difficult right now. I’ll show you exactly how in a minute.

Getting back to your script, here’s an example:

A 350 word script is somewhere between 2.6 and 2.8 minutes long.

This is calculated by:

dividing the total word count of your script

by the number of spoken words per minute (usually 125 to 135 words per minute).

Knowing this, and being able to work it out in advance, is critical as video production companies base much of their costing on runtime.

Your runtime, which you pay for.

Please note: You’re only writing a trial script here for budget estimation purposes.

Later on you’ll be collaborating with a professional B2B marketing video scriptwriter, when you can iron out the perfect script between you.

But with your trial script in hand, you can confidently say to your potential video suppliers.

“I need a 3.5 minute video to explain my ......”

Immediately you’ve solved the following problems that shouldn’t now occur:

Problem 1: You won’t get any surprises mid-production when your budget overshoots because you underestimated the real video runtime.

Problem 2: You won’t say “I want a 1 or 2 minute video” because everyone else says you should, only to find out you were wrong. And then pay for it later.

Some video companies know you’ll overshoot.

They can see you coming.

They look forward to the extra fees. After all if you overshoot by just a minute, they'll have all those extra images to draw & animate, which you'll have to pay for, as it's a bit late for backing out, half way through production.

So they’ll suggest a competitively low start cost to win the deal, quietly knowing they’ll get more out of you later.

But negatives aside, the real bonus here is knowing the runtime you need

- in advance of production

- and more importantly, in advance of purchase.

This means you can compare video quotes more equally.

So you don’t have one video company saying you need a shorter video, and another saying you need a longer video.

Everyone knows exactly what’s required

- because you’ve written a draft script and worked it out for them in advance.

You may even get a better price because they’ll know you’re sharp.

The better companies will also suggest ways to improve your script.

And the big bonus is that you can now focus on the creative visual side of your video, the style of video, or even better,

- the choice of styles you have available to you.

So how do you work out your preferred choice of style?

We’ll come to this in a minute.

For now let’s go over the easiest, quickest way to draft a trial script.

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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