Video has rapidly become one of the best methods of modern marketing. A well-written ad video can increase engagement and drive more growth than any other kind of marketing media.
However, writing such a script may be daunting, and you may struggle to create something that will reap all of the benefits that you are hoping for. The truth is, the benefits will only be as good as the video, but how do you write a video script that will be successful?
Continue reading to learn tips and tricks for how to write a 1-minute video script, including how to target your audience, choose the right characters and more.
Identifying Your Audience
Before you begin writing, one of the most important things you should know is who you are trying to reach with your video. Knowing the audience that you want to engage with your video is a critical detail in scriptwriting. While it’s often thought that it’s better to connect with more people, trying to address every potential customer is not the ideal way to go when advertising.
If the product or service being advertised in the video is more valuable to a certain group of people than others, it’s best to connect with that targeted group. By choosing to target specific viewers, you will be able to write a script that customers will find relevant to them and give them reasons to engage in what the video is advertising.
Consider these important details when determining the audience you are trying to engage:
- Demographics: This includes the age, class, race, location, job, marriage status, parental status, education and income of those you are reaching out to.
- Lifestyle and interests: Think about the typical habits and interests of your audience. What makes up their typical routine, what do they like to do during their free time and what do they consider to be most important to them?
- Goals: What are your audience’s goals? What are they trying to accomplish either now or in the future and what do they need to reach their goals?
For example, an ad for something that will help make life easier for parents will likely not resonate with individuals who do not have any children. Knowing your target audience will give you a place to start with writing your script. If you need a little more help with understanding the audience, it never hurts to do some research to gain more clarity and direction.
It is also important that you choose the right tone once you have selected the particular audience you are writing for. For instance, if you are tempted to try to make the script funny, consider whether or not your audience will appreciate the humor. Using the right tone for the right advertisement and the right ad can make all the difference between the ad being an encouragement or a deterrent to the customer. Sometimes the best approach is the straightforward approach.
Identify the Goal of Your Video
You might be wondering, ‘how do I write a script for a video if I do not know where to start?’ Every script that you write should have a goal in mind, and that is where you get started. What is the entire point of the video? Are you trying to send out an influential message, drive sales for a particular product or advertise the availability of a new service? Identify what you want your video to achieve in the end.
You should also know where to place the video within the marketing funnel. The marketing funnel allows you to determine what your script should be like to influence customers at various stages. These stages include:
- Awareness: The customer is already aware of the problems they have as well as the possible solutions that are available for those problems.
- Interest: At this stage, the customer shows a general interest in a particular group of services or products. They are ready to start narrowing down their options.
- Desire: Evaluation of a specific brand of product or service is the immediate interest of the customer.
- Action: This is the most important stage. The customer decides to either purchase or not purchase what is advertised.
Think about what you want the viewers to do after they watch your video. Contrary to what a lot of people believe, not every video ad requires a direct call to action. A well-written script will get the video’s main message across without literally stating what that message is. If you feel the need to include a direct call to action, be sure that it is suitable for the overall purpose of the video.
Choose the Character of Your Video
To write a great video ad script, selecting the right characters for the story is imperative. Adding too many characters can make the ad difficult to understand and cause the audience to lose focus on what the overall message is meant to be. In most cases, it’s best if only one person does most of the talking in the script. This strategy applies to video ads that have the main character talking and those that are narrated.
In some instances where multiple people are in the ad, make a point to focus on one of them the majority of the time on screen. Having multiple people in the video ad can be a lot easier if the main character is treated as the brand mascot. Having a consistent character across multiple video ads for the same brand will allow the audience to become familiar with the brand and what they present. This will make using multiple characters in the video script easier to follow.
One of the greatest tips to write a video ad script is writing a script in the same way you would naturally speak. Using clear and simplistic language as opposed to fancy words and complex sentences will sound much more natural to the listener of the video. This can be tricky for some scriptwriters at first, as what may sound natural inside someone’s head may not sound as natural when spoken aloud by others.
Take time to review your scriptwriting regularly by reading everything you write out loud. You can even ask someone else to listen while you read as an extra set of ears. If what you wrote sounds strange to you when you hear it, there’s a high chance it will sound just as odd to the audience. While reviewing something after every sentence may seem time-consuming, it can make the difference between sending a clear and concise message or presenting something that is a bit confusing.
It is also a good idea to remember to address the audience in a personable manner. Referring to the viewers using the second person ‘you’ will help them to feel as though they are a part of the message since most people prefer to be spoken to instead of being spoken at. Speaking in a manner that makes the audience feel as though they are being personally addressed will help to make that positive connection between the ad and the viewers.
Organize Your Information
When it comes to delivering a message, it is important that you have all of your information in logical order. You want your audience to understand and gain something to take away from having viewed the video. If all of your information and key points are presented chaotically, the message you are trying to send is likely to get lost in the confusion.
As you are writing video ad scripts, you can set up the structure for the entire video. Begin with delivering the most general information first so that the audience knows what the topic is about. Having a solid understanding of the message being conveyed sets up the audience with a foundation to take on more pertinent information. Once that has been established, you can go into more detail about the subject you are presenting.
Include Visual and Audio
Audio and visuals are just as important to a video ad script as the actual storyline. Be sure to include the desired audio and visual elements within the script. The sounds and images that are to be included in the video ad should be easily identifiable.
To do this, use two columns, one for visual and one for audio. In these columns, write down what the visuals should be, shot by shot, and write the corresponding audio that is assigned to accompany every shot. This planning will help to keep track of everything that is meant to happen and when within the ad.
Write, Edit, Repeat
Scriptwriting requires a lot more than just getting everything written and calling it a job well done. After you have written your script, take the necessary time to go through it with a fine-tooth comb. You’ll want to:
- Search for wording that could be improved.
- Add something that could give the audience a reason to take the desired action that wasn’t there before.
- Remove any kind of controversial content, especially if it is not absolutely necessary.
As video ads have a time limit, it is crucial to keep the script as long as necessary but as short as possible. You need to be able to get your message across in short amounts of time, which means that any details that are not important or take away from the focus of the entire purpose of the video should be eliminated.
In general, your video script should go through two rounds of editing before you should consider it a completed piece. The more you revisit the script, the more likely you will be to find improvements that can be made and craft it into the ideal video ad. Set up times to read with the rest of your team that will be involved with the video ad. A fresh pair of eyes and ears can provide valuable feedback.
Since perfecting scripts for video ads can feel challenging, it can be helpful to use templates to help you get on the right track. There are many video script examples that you can put to good use. Check out these video script templates that can be used as a guide to help you write the perfect video ad.
The A.A.A.A. Formula
This general template can help you write a successful sales video script in hardly any time at all. To use it, keep the four A’s in mind:
- Attention: Grab the audience’s attention from the very first line that is spoken. You can accomplish this by stating an outrageous fact or using something visual that will catch their interest.
- Agitation: Agitate the problem that the viewers have that your brand or product can solve.
- Activity: Show the consumer how your brand can help solve their problem in a way that no other competitor can.
- Action: Encourage them to take action with the product or service and tell them how to do it.
Key Point for Promotional Scripts
When promoting a brand for services or products, persuasion is key. Any promotional video ad script that you write should include these key points:
- Show the many features and benefits of the product or service the brand is offering.
- Demonstrate why the brand is better and different from its competitors.
- Show how the brand’s products or services can help improve the lives of the audience.
Remember to keep everything to the point and as short as possible so that the message is easily understood. Engage the audience and grab their attention right from the start and deliver important information in a direct and clear way. As mentioned before, a call to action can be effective, but it is not always mandatory. Always be sure that your scripts can be understood, even without sound as there are many instances in which the audience is unable to listen to videos but can still view them.
Key Point for Testimonial Videos
Testimonial videos have been known to work extremely well for attracting interest in customers. Make sure that the testimonial video ad script you write is successful by following this template:
- Begin with an abstract thought that introduces the problem and grabs the attention of the audience.
- Provide clear visuals of clients expressing the solution they found for helping to manage their specific problem.
- Ensure that the clients mention brand and product names.
- Include visuals of how the brand worked with the client to help them solve their issues with facts and figures. Be sure to ask the clients to include points of value and growth they experienced.
- Close with a powerful and direct call to action.
Create Your Custom Video With WizMotions
At WizMotions, we know that successful video ads are crucial to business success. Engaging customers in the right way and making them want to experience your product or service is our mission.
Videos made with WizMotions can help you:
- Convert potential leads into actual customers.
- Boost sales, leads and brand awareness.
- Explain your product and services quickly and effectively.
- Engage your target audience with visuals and storytelling.
If you could use some help with creating the perfect custom video, don’t hesitate to contact us today!