The script is really a blueprint for your website video. It sets the stage for many things that you need to consider before even typing your very first line.

Here are some things to consider that will help make all the difference:

Determine your target audience – This is critical and the most important step in the process.  It helps you visualize who really is the person that you want to watch your video? What do you they look like? Whom of your current customer base resembles this targeted viewer you seek? Take some leads from someone you already know that is buying your product/service and list some key traits that you can clearly define about them. What  interests them? What pains them? If you have access to focus group research, grab the videos, watch them again, I can’t say how valuable something like this when trying to get queues to help in the drafting phase.  One clear identity of who you want to watch your video, provides a much easier path in the development of a great script, which also helps speed up the process too. Without knowing who your target audience really is, then you are throwing darts blindly at a board and your hard earned video media dollars are not getting the maximum return on investment they should.

Decide on the goal of your video – What do you intend to get out of producing this video? Is it to sell a new product or service? Or is it to create a little buzz? Perhaps a teaser video with a strong call-to-action that gets the phone to ring and learn more? Know what you want out of the video and be clear about it.  We recently produced our website homepage video with a goal in mind;  Online video is where it is at and we can help.

Set the tone - So you know who needs to watch your video, and what the goal is, now it’s time to set the tone. Consider things like the visuals, the music, locations, the pace, the wording, the talent etc, the overall ‘personality’ of the video.  For example, we are working on a project right now that is intended for homeowners about proper testing for environmental issues in the home. The client is an environmental lab and consulting firm.  We suggested, light, informative yet not overly technical dialogue.  A credible and down-to-earth sincere male personality would help deliver the narrative with clear, well-lit scene-by-scene instructions, all with a light musical score to it. One personal observation, and I am sure you will agree too, is that sometimes humour always helps break the ice and open a viewer’s perception about you and your business

Cut, Cut, Cut – Get the hint? Shorter is better - I recently went through a great exercise in building the new website for HD Media Creations and through much of the visual and copy development, one book stood out for me. It was called “ Don’t make me think” by Steve Krug. While it focuses on usability of a good website, some of the principles really can apply to a writing video script (and editing it too). One that stood out was keep it short. Cut the content in half then cut it again. It really does make a difference. We applied that exact principle on a recent video we produced for the city of Brampton.
You can see it here, it will only take 68 seconds.

What you probably don’t know is that this same video started out at an initial TRT (total run time) of about 7 minutes. 2 revisions later and quite a bit of cutting down, refining the message and going back to basics and re-examining our initial goal, we hit the mark and the client was very pleased. It is OK in the drafting stage to throw up as many ideas as you can that you think can help in the development of the script. However, a good script, time and time again will see more cut out after several revisions to the point where you know its succinct, hits the mark, and reads just right. TIP: A typical timing of 1 minute of finished script is about 180 words.

Be an awesome story teller – Present the story with the idea of a beginning and an end. Say it with moving pictures. Identify that major pain – Remember when you defined your target audience? Work to build some consensus with them visually, think about things that will help them  relate. Say it with video. Then be the golden boy, the relief pitcher, the doctor and present a compelling solution that your business provides.  Back it up, be credible and confident in your solution.  Think about about some of the best brands you relate with and why do you? I like the guys at 37 signals. Why? They offer great, cost-effective and simple online productivity solutions for my business. They get what I am after as a business ownwer and video content producer that collaborates daily with many clients when producing videos for their websites.

Wrap it all up with a strong call-to-action – With the pain identified, the solution presented, now it’s time to bring it home with a Vince The Sham Wow guy  - “here’s what’s in it for you offer.” Sometimes it’s as simple as asking a question that leads the viewer to think about his or her problem that you just solved. Maybe it’s a special offer exclusive to web orders only. Think about it and go back to what works in your business, what brings your clients back to you time and time again.  Present it clearly, confidently and get the word out once it is live.

Read it out loud - I can stress this enough. While you might not be the spokesperson for your organization on camera, you still can help direct the tone and ‘feeling’ you want to create but simply reading it out loud. Keep in mind, writing for the web or print is totally different that writing a script that someone reads aloud. If only the corporate communicators we work with could understand that. It seems that 9 times out of 10 we get a script that sounds like it came straight out of a sales brochure or investor’s report and does not flow well when read back out loud.  Use simple words, easy to understand terms that your audience ‘gets’ and that you or your talent will not struggle with when in front of the lens.

Write it yourself first - Some might say that you can simply hire someone to write your script, but no one knows your business better than you do. Get it down on paper then if you still feel like you are not satisfied, find a great scriptwriter with film or television experience and have them edit and refine out your final masterpiece that will capture your target audience’s attention. I have found some excellent writers/editors on eLance.com

Good luck and as always, please don’t hesitate to drop me a line if you have any questions. You can contact me via the contact page on our website.

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• How to create an engaging video for online video marketing (marketing.yell.com)
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• Making a Movie Using Your Android Phone (mycricket.com)
• Some great video website content examples (marketing.yell.com)
• What is the optimum web video length? (marketing.yell.com)
• Scripts Are Not Just About What Is Spoken (openthedetails.wordpress.com)

Tags: 37 signals | call-to-action | city of brampton | corporate communications | customer base | demographics | elance.com | goals | HD Media Creations | script | script development | steve krug | target audience | tone | Video Production | website video | writing