There are five key elements that should be used in every video script. These elements allow your target audience to follow and grasp what you are sharing with them. By the end of the script, your audience should feel emotionally attached to you. Give them a call to action so they can contact you.
If the art of writing is not your forte and the idea of crafting a video script from beginning to end makes you tremble in fear, let us share some insights on what an effective video script should include. Your script is a story that you are sharing with your audience in an artistic way. Regardless of the message you will be conveying, your script will have the same elements and follow the same formula to be successful. Its hasn't been changed since 1941m the year when the first video ad campaign was launched.
Many people view script writing as an art, however, there can be some math and science involved as well. Think of it as a formula. In this blog post, we'll share with you the storytelling formula and pen down the five crucial elements every great story must have.
These elements are
1 — the character,
2 — the problem,
3 — the guide,
4 — the plan,
5 — the call to action.
Let's dive deeper.
THE CHARACTER
Imagine you're crafting a script about a new product to produce a video explaining the product and how it works. You need to start with defining your ideal customer and developing your customer persona (if you already don't have one). Try to find answers to these questions: What does your ideal customer look like? Where does he work? What does a typical day look like for him? What are his main challenges? And what type of solution he is looking for to solve those challenges?
A customer persona gives you a clear understanding of your ideal client and what his pain points are. As you write your script you incorporate all the information gathered into your story. Let's say that your customer is a superintendent, working for a medium size operator on a Permian basin, about 50-60 years old. He is a family man and tries to keep his work, family, personal and all other areas in life in order. The last couple of months, he had several recordable incidents due to the use of sledge hammers during rig up operations.
THE PROBLEM
Now that you are aware of your ideal clients' profile, his pain points and what keeps him up at night, you can start formulating ways that your product solves these problems. Let's say you have designed a new type of a hammer union which does not require a hammer use. Your solution eliminates a risk of sledge hammer incidents and reduces rig up time. In this section you need to clearly state his problems and briefly introduce your solution.
THE GUIDE
Introduce your company in a few words that will make him, your customer, want to trust and follow you. How long has your company been in business? If you are doing an interview or have an actor, what is her title? Has the actor experienced the same challenge? Has your company introduced similar products before? Give a briefing that will build a connection with your viewer. This will allow your information to be accepted by your buyer persona.
THE PLAN
In this section you should explain your product in detail and present how it solves the problem statement above. Like in the hammerless hammer union case, by redesigning the surface of a hammer union and designing a special wrench, the safer union eliminated the need of a sledge hammer use to make a connection. In addition to that, a new product eliminates the risk of sparks, improves work conditions and makes the process of making pipes more efficient and faster. Make sure to use power words and words that trigger the emotions of your target customer. Share technical data and other benefits of using your solution. Maybe your solution improves predictability or ensures repeatability and consistency? Don't forget to back it up by research and testimonials of happy customers raving about the product when possible.
THE CALL TO ACTION
This part is where many scriptwriters and content creators trip up because they convey an ambiguous message. This can lead to confusion on your customers' part. Include a clear call to action – what the viewer needs to do after watching the video. This lets your buyer persona know to take immediate action. End the video with a reiteration of his problems and how your solution solves them.
And there you have it, a clear example of how to implement the elements of an effective video script. Use this example as a guide to write an awesome story for your video script, or give us a call, and we will help you through the process.