How to Craft Clear and Concise Scripts: A Brief Writer's Guide

Video marketing is a popular way to promote your business or brand, and it all starts with a well-crafted video script. But where do you even begin? From laying out a goal to creating a call-to-action, here are the main keys to writing a video script that will engage your audience and effectively communicate your message.

1. Identify your target audience

Who are you creating this video for? Is it a brand awareness play where you are trying to intrigue your audience, or is it a brand advocacy video where the audience already fully knows who you are? Understanding your target audience is crucial to creating a successful video. By knowing what they are trying to see, and knowing what you want them to take away with them after watching, you can tailor your script to appeal directly to them. Think about the viewer's pain points, where they will be watching the video, and what action you want them to take. By doing so, you'll create a video that resonates with your audience, gives them what they want, and encourages them to trust you.

2. Define the message and purpose of your video

Before you start writing your script, it's important to know the main message you want to convey and the purpose of the video. What are you trying to achieve as a goal from producing a video? Do you want to educate, entertain, or inspire your audience? Or do you want them to subscribe to a service, buy a product, or sign up for a webinar? By defining the message and purpose of your video, you can stay focused and ensure that the video is hitting all the right notes and is effective in achieving its intended goal.

Three actors on set looking over a script together

3. Create a compelling hook

The first few seconds of your video are crucial. You need to grab your audience's attention and make them want to keep watching. Use a strong hook to pique their interest and draw them in. This could be an impactful statistic, an intriguing question, or a compelling story. Whatever it is, make it memorable enough for the viewer to want to stay and watch it all the way through, and that it pays off in the end.

4. Keep the script concise

Videos in the world of marketing are most effective when they're short and to the point. Your audience's attention span is limited, so you need to make every second count. Keep your script concise and avoid rambling or including unnecessary information. If there is too much information to fit into the video, consider turning it into a series. I often see videos with so much information that I feel like it should be a white paper or PowerPoint presentation instead of a video. There are certain cases where a lengthy long-form video is appropriate and can be beneficial, like if that video topic is very dense and technical. Just always remember that people watch videos as a visual language, and usually not to read paragraphs of text. Stick to the main points and keep the script within a reasonable length.

A man writing a video script on a laptop

5. Use clear and simple language

Your video script should be easy to understand. Avoid using jargon or technical terms that may confuse your audience. Use clear and simple language that your target audience will be able to digest. Unless your branding requires more complex wording, do your best to write in a conversational tone that makes your message as clear as possible.

6. Include visuals and audio cues

As previously stated, video is a visual medium, so it's important to think visually as you are writing your script. Including visual and audio cues can help enhance your message and make your video more engaging, but you also want to make sure they are realistic. Don't include cues that you think could be challenging to create or find on a stock site (unless the time to create it is in the budget). Include descriptions of the visuals and sound effects you want to use to bring your message to life in a thoughtful manner, which in the end will align the visuals and audio cues with your message.

7. Have a clear call-to-action

Finally, make sure your video has a clear call-to-action. What do you want your audience to do after watching your video? Whether it's visiting your website, signing up for a newsletter, or making a purchase, be sure to provide a clear and actionable next step at some point in the video. They are usually put at the end of a video, but I've seen them effectively placed in the middle of a video as well (usually something more long form). The call-to-action should be easy to understand and straightforward, and if your video content is good enough, the call-to-action should be an easy sell!

A storefront with a neon sign that reads "What Is Your Story?"

Conclusion to creating a video script

A well-crafted video script is the foundation of a successful video marketing campaign. You can shoot amazing visuals, but without any structure, what's the point? By understanding your audience, defining your message, creating a compelling hook, keeping it concise, using clear and simple language, and having a clear call-to-action, you can create a video that engages your audience and achieves your marketing goals. So write your script, grab your camera gear, and create something special!