Have you been uploading video content for a long time but haven’t yet gotten audience engagement as expected?
Did you know that 90% of marketing professionals believe video is an essential tool for engaging their audience?
Are you looking for resources from where you can learn what you need to say in your video and how to say it engagingly?
If Yes!
This blog is for you because here, you will learn the secret sauce of crafting a video script that will transform the video into a masterpiece.
No matter who you are—an entrepreneur, a seasoned marketer, a small business owner, a copywriter, or a beginner who wants to start his/her YouTube channel—you can do it.
This blog is for everyone who wants to make videos that engage people and drive results. I have crafted it from the very beginning, so it is easy for anyone to master.
So, get ready to write a masterpiece video script.
Let’s explore the art of video script copywriting together. Be patient and read the full article, as this is the only way to master viral video creation.
Define Your Message
It is the first step in writing a video script. By defining the message, you can make it focused and clear.
You do not need to worry about how it will sound and look because this step is just a start, where you build the foundation of your video script.
There are two essential steps you need to follow to define your message which are:
- Research.
- Purpose of your video.
Research
Research is significant for you because it helps you fully inform what you will talk about, and you can understand your audience with the help of research.
Moreover, you will be well-informed about the context in which your video will be viewed. Let’s understand how it helps.
Who is your Audience?
It is essential to understand the target audience that will see your video. You have to understand their pain point, needs, and interests, as well as which particular subject they are interested in.
This exercise helps you write laser-focused video scripts for the people you want to target.
Analyzing a Competitor
This is another important step you should do in your research phase because it helps you understand your competitors, how they are crafting their video scripts, and what gaps you can fill to engage your audience better.
Audience insights gathering
Audience insights are another way to gather valuable information about your target audience, which helps you create a more engaging communication style.
You can gather it through surveys, social media comments, website analytics data, and other data-gathering tools.
This exercise will help you understand more deeply the behaviour, interests, pain points, and preferences of your target audience, which will ultimately help you create a preferred communication style.
Purpose Of Your Video
After research, you can understand your target audience, so the second important step is to define the purpose of your video. This will ensure that your overall goals align with your message.
Your video purpose can be:
- To promote a brand.
- To educate your audience.
- To entertain your audience.
To Promote a Brand
If promotion is your purpose, your message should convince your target audience to take a specific action. It can be visiting a website, subscribing to a newsletter, fill an online form, etc.
To educate audience
If your purpose is to educate your target audience, your message should be straightforward and help them understand the pain or problem they are facing and how they can overcome it.
To entertain the audience
If your purpose is only to entertain people and give them a feeling of happiness, your message should be based on storytelling or humour that will make it memorable.
By knowing the purpose and understanding your target audience, you can build a strong foundation from where to start before you have written any single word. Because you know who you are making a video for and what you want to achieve.
Tell a Story
Once you figure out what to say, you can move to the next step of how to say it. You can do this by telling a story because it can make your video relatable and memorable. There are 3 storytelling frameworks that can help you write compelling video scripts.
- PAS framework.
- BAB framework.
- 4 P’s framework.
PAS Framework
PAS stands for Problem, Agitate, Solve, a three-step approach. In the first step, identify the problem, which means starting with the problem faced by your target audience. In the next step, agitate that problem by identifying the underlying pain behind the problem and why it makes the user feel. In the final step, give the solution to the problem.
BAB Framework
BAB stands for Before, After, and Bridge, a three-step approach in which, in the first step, “Before,” you paint a picture of the situation your target audience has been facing, making sure it’s negative.
In the second step, “After,” paint a picture of your imagination after getting rid of that situation. Make sure it gives you happiness. In the third step, “Bridge,” paint a picture of your journey from before to after.
4 P’s Framework
The four Ps are Promise, Picture, Proof, and Push. This framework is best when there are no problems to solve.
Promise: The first step of this framework is promise. Here, craft the big claim that engages your target audience to pay attention.
Picture: In this step, paint a picture of the benefit your target audience will get when your promise is fulfilled.
Proof: Remove all doubts from your target audience’s mind and explain how to make it happen.
Push: In this step, mention the call to action CTA and what to do next.
Understand The Format
After understanding how to define a message and outline your story, the next important thing is to understand the format of the video script.
A video script format is not the same as simple written copy for print ads; it is unique. There are some essential tips and components of a video script.
Let’s understand how to format video script:
How long it should be
The first and most important thing is to identify the length of the video and then craft your script accordingly. Make sure that your time frame is enough and that viewers do not lose their engagement.
A too-long time frame can hurt because viewers can lose their attention, and in a too-short format, you may not be able to convey your message effectively.
So, it is very important to maintain the right balance. Let’s understand the breakdown that helps you to maintain the right balance.
Here, suppose the video time frame is 30 seconds. Remember, the video script needs space and time to breathe. So, our goal is not to fill out 30 seconds with dialogue.
Let’s Start:
At The Start (Intro)
Start with the background music, which consists of a couple of seconds. Here, your music creates a sense and context in your audience’s mind about what’s about to come.
The goal is to grab the audience’s attention and create a smooth entry that helps them comfortably enter your content.
In the Middle (Body)
This is the main part of the video script, where you convey the main message. Here, you can build a comfortable piece, build the rhythm, and keep your video viewer engaged. Then, give a pause and emphasize a key message.
In the end (outro)
This is the end section, which consists of a few seconds. In this section, you give the viewer time to digest the information. You might mention your website URL or logo here.
Key Tip
Remember my advice: less is more. It is the best way to ensure that your video script contains two words per second.
So, in the 30-second video script, you should aim to deliver 60 words. This tip is based on average reading speed and ensures that your script adjusts to the video’s time frame.
Craft Your Copy
After understanding the format of your video, the next step is to craft your copy. In this step, you have to just start writing and use your creativity and knowledge.
You have gotten enough knowledge because you have defined a message and have already come up with the story. Moreover, you also know how to format your video script.
So now, the thing is to bring all of that together and shape your first draft. At this stage, you do not have to worry at all about perfection.
It’s okay to start with a little longer. You will make your script copy tighter and shorter by the time you work on it.
Here, the key tip is to read what you have written loudly, making your script flow smoothly.
Consider On screen words
After crafting a first draft, it is time to improve your script copy by considering the words on the screen.
So, in the first step, consider your script working as a voiceover. You want to highlight phrases and keywords or start within the visuals. This practice will help you add more details, and you can provide an example, too, as per your need.
Another benefit of this practice is that it will help you shorten your voiceover. Keep in mind that it is difficult for people to read and listen at the same time.
So, make sure that your on-screen copy is as short as possible. You should also clearly understand which copy is for the voiceover and which one will be represented on the screen.
Your script copy should be written in a form that is understandable by anyone. You can do that by giving colour to which line is for voiceover and which is for an on-screen copy.
Work With The Visual
After understanding the voiceover words on-screen text, the next step is to consider any accompanying visuals or signs.
You do not just have words to work within a video script. You must also know about music, graphics, editing, and images.It is essential that each element work together.
You should always ensure that the words in your script add more than those on screen because each second and word counts.
Sleep on it
This is the last step of writing a video script. Once you have finished your script, just take a break, and after the break, come again with a fresh pair of eyes.
Read your script again and check if you notice anything that needs to be changed. This practice will help you improve the final copy of your script.
My pro tip is before signing off, ask yourself these questions:
If you answer yes, congratulations, you have done a great job.
Conclusion
Now is the time for final thoughts. I hope you have a clear idea that crafting a copy for a video script is both science and art.
It starts with defining your message, and then you move on to telling a compelling story. After these steps, you have complete knowledge of what to do and what to write in your video script.
After that, to ensure that your format is up to par, I have covered understanding the format topic. Then, I have covered how you can refine your video script further by considering on-screen words, working with the visual, and sleeping on it.
These steps will help you create an impactful and attention-grabbing video. Just remember to keep your work concise, use frameworks, and use the tips I have shown you to refine your final work.
So that’s it for now. If you still need clarification, you can email me.