8 Tips for Writing Effective Video Marketing Scripts

8 Tips for Writing Effective Video Marketing Scripts

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So you have a product or service that you want to promote and you’re now at the point where you are getting ready to write a script for your marketing video. In this week’s Creator’s Tip, we are going to give you 8 tips on how to make that script as effective as possible. Marketing videos need to perform the best they can if they are to reach your target audience. They are promoting your products, your services, your brand, yourself so you need to get them right. Every time.

We’ll be going into more detail regarding video marketing scripts in our next Creator’s Tip post but here’s a quick overview of our top tips:

#1 Keep it Simple!

What is the one primary message that you are trying to communicate? Identify that message and build the video around it. Don’t try and over-complicate things.

#2 Hook the Viewer

You have around 15 seconds to grab the attention of the viewer before they go elsewhere, so make sure that the first few moments of the video are captivating and highly engaging.

#3 Address the Audience

A great marketing video makes the audience feel as if you are talking directly to them as individuals. With this in mind, determine what you want them to think, how you want them to feel. The best marketing videos make the audience feel it’s all about them, that their issues, aspirations or desires are being met in some way.

#4. Write Conversationally

One of the best ways you can reach out to your audience as individuals is to talk to them in a very conversational way. You want the viewer to believe you are very real, authentic, and personable, which of course you may be in real life, but that doesn’t always come across on film.

#5 Read Your Script Out Loud

Before you hit the record button, it is essential that you read your script out loud to help smooth out the rough edges. How we write and how we actually speak are two different things and if you want to connect with your audience then practicing your approach will pay dividends.

#6 Use One Approach

It’s tempting to try and do as much as possible with your marketing video but don’t try and combine a sales pitch with a testimonial, or a brand overview with an instructional clip, that will only confuse the viewer. Just pick one style and go with it, you’ll have plenty of opportunities to create other types of videos.

#7 End with a Clear Call to Action

Always end your marketing videos with a clear and concise call to action. Think about what action you want the viewer to take as a result of watching your video. It may be that you want them to visit your website, or subscribe to your channel or to download a newsletter or to share or like the video. Give one very clear suggestion as to what you want the viewer to actually do.

#8 Make it Compelling

You need to make your audience engage with your video so use some emotion to get your message across. Smile, be warm and approachable so that the viewer can identify with you and your brand. If they perceive that you are honest and real that will result in a much better conversion rate for you.

You’ll find more information regarding best practice for video production in the YouTube Advertiser’s Playbook. We’d love to hear about your tips for writing effective video marketing scripts. Let us know in the comments below.

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September 2018

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