BUSINESS VIDEO MASTERCLASS
PART 3 - AVOIDING MISTAKES WHILE YOUR VIDEO IS BEING PRODUCED
2: Scriptwriting - building the engine of your video
By now you’ll have completed a Client Brief, and been researched in enough depth for your video producer to understand your products/services/solution, marketplace and differentiators as well as your key sales/message points.
You'll have all the elements of an actionable script available.
It’s now time to nail the perfect script.
You may be doing part of this, working with your video production company’s scriptwriter.
You may be writing the full script on your own.
The relationship will vary according to the project, or the deal you’ve struck.
My advice is to listen to your producer’s advice. You don’t have to take it, but you should always consider it.
An experienced scriptwriter can usually say a company’s message in half the time you can, as you and your colleagues are often too close to the topic, and end up having too much to say
- especially when other departments are necessarily involved and want to add too many words of their own interest to what is essentially a video about your interest.
If you're writing the script on your own, here's a link to further script writing tips included on the Production Section of this Masterclass.
The important thing to remember is to write your script first, without the visuals.
This way you get the underpinning message dead right.
I know some people like to get the visuals done first, or at the same time as the script development. I personally disagree with this.
Separating into 2 processes means less likelihood of making innocent mistakes, and bags more opportunities for genuine excellence to happen.
YOUR GOAL: TO WIN MORE LEADS FROM YOUR NEXT VIDEO.
Plotting your script
The plot or storyline of a script needs drafting maybe as a series of bullet points first, like a road map of where you’re starting from, what you’ll pass on the way, and how you end up at your goal.
Script writing rules I love
Brevity is always king.
Every single word in a video script has to earn its keep.
Every single word must be focused towards solving the user's problem.
Do not write paragraphs when drafting a script. Every line or phrase must be separate & standalone.
Every sentence should have the idea of “winning trust” somewhere behind it.
The script must sound good when spoken aloud. Reading doesn't count.
And every single word should be simple to understand for a person who has English as a second language.
Google technically define this as not using words of more than 3 syllables.
You can expect your script to go through 3 iterations, sometimes 5 if the message is a tricky one (I’ve known 10 iterations with new companies struggling to define their identity).
If you adhere to this expectation, you’ll much more likely get the Perfect Script.
If you’re not sure, cast your eyes back to the section on writing the perfect script where it goes into a lot more detail.
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.