A good script is the foundation of a great video. Whether you’re making a commercial, a product video or an employer branding video, the script is what drives the story, pace and emotion.
But how do you write a script that captures, engages and moves the viewer to action? Here are our top tips.
1. Start with the goal
Before you write the first line, you need to know exactly what you want the video to achieve:
- Is it selling a product?
- Strengthen your brand image?
- Explaining a complex idea?
Once the goal is clear, you can write with focus – and avoid filler.
2. Know your target audience
A script should speak directly to those watching. Use their language, address their needs and make sure they can see themselves in the situation.
For example, you can start by creating a persona, i.e. a fictional person who represents the target audience for your video. What are his/her challenges, needs, way of speaking, hobbies, etc. Once you have that in place, you know how to appeal to them
3. Structure your narrative
A classic structure almost always works:
- Problem (what is the challenge?)
- Solution (what do you offer?)
- Result (what happens when you say yes?)
- Call to action (what should the viewer do now?)
4. Think visually from the start
Don’t just write what needs to be said – but also what needs to be shown. Write down ideas for images, locations and how the message can be reinforced with graphics or animation.
Go back to your persona and ask yourself which locations or people this persona can relate to. If your persona is a craftsman, it might be the raw and rustic that appeals to them.
But remember! Don’t deviate too much from your brand’s colors and style.
5. Keep it short and clear
Video is a visual medium, so you can focus on the words that really make a difference. Everything else can be shown in images.
Ready to go from idea to reality?
At Filmbudget, we help with the entire process – from script to finished film.
Get a quick budget and a script that makes your video worth watching.
