Skip to content

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

BUSINESS VIDEO MASTERCLASS

LEARN HOW NOT TO GUESS

MASTERCLASS | PRODUCTION | 2: SCRIPTWRITING - BUILDING THE ENGINE OF YOUR VIDEO

PART 3 - AVOIDING MISTAKES WHILE YOUR VIDEO IS BEING PRODUCED

2: Scriptwriting - building the engine of your video

photo-0010

Whether you're a marketer or trainer, by now you’ll have completed a Client Brief, and been researched in enough depth for your video producer to understand your requirements/products/services/solutions/marketplace and differentiators as well as your key take-home 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 spot on.

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 video production into 2 separate processes - script and visuals - means less likelihood of making innocent mistakes, and creating more opportunities for genuine excellence to happen.

Plotting your script

Start by plotting the storyline of your script  a series of draft 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.

7 script writing rules I love

1- Brevity is always king. Less is more.

2 - Every single word in a video script has to earn its keep.

3 - Every single word must be focused towards solving the user or operative's problem.

4 - Do not write paragraphs when drafting a script. Every line or phrase must be separate & standalone.

5 - Every sentence should have the idea of “winning trust” somewhere behind it. Being honest & open helps here.

6 - The script must sound good when spoken aloud. Reading doesn't count.

7 - 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.

Marketing & Training video products price list

VIDEO PRODUCTS PRICELIST

Marketing video prices here

Safety & Training video prices here

Exact prices for all standard runtime videos
Start making accurate plans

Call: 0044 1695 726887
Rossiter & Co Ltd | Registered in England
Reg. No: 4333515 | VAT No: GB483622044
STUDIO ROSSITER © 2020