Promotional videos are a great way to make an impact on potential customers and clients in a short amount of time. However, the video can’t just rely on slick production and visuals to be successful. The actual content and wording of the video are the most important part, so writing a good script for your video is key.
Keep reading to learn how to craft the ideal script for your promo video.
What Should the Word Count of a Promotional Video Be?
The word count is entirely dependent on the length of the video. The rule of thumb is no more than two words per second of video. Thus, if you have a 30-second video, the word count should hover around 60 words—no more than 80. For a one-minute video, the word count limit would be closer to 120 words.
Step One: Make an Outline
Outlines are helpful with writing most anything, but this is even more true when you’re trying to make the most out of a small amount of words. You need to be as strategic as you can with each line. Making an outline allows you to identify what you need to say and then fill in the blanks to construct the script. When using the right outline, everything can come together on its own.
A proper script outline often includes the following:
● The Opening – Start off with something that grabs your audience’s attention. It could be either a question or a statement, but it needs to set up the next part: the problem you are solving.
● The Problem or Pain Point – Now that you’ve got their attention, what is the problem you are solving? State this as simply as possible, with a subtle sense of urgency.
● The Solution – This is where your business comes in. What do you offer that addresses this problem? How can your product or service benefit your customers?
● The Advantage – Why is your solution the best? This needs to explain why it’s the superior option over competitors.
● The Team – This refers to your business and anyone involved in your product or service. Be brief, and mention accolades and results if applicable.
● The Call to Action – This is what you’re building to. Now that they know about the problem, what you offer as a solution, why you’re the best, and who you are, what should the viewer do next? The call to action (CTA) is essentially the whole point of your video. For many, the CTA will be something along the lines of visiting your website, calling a phone number, or inquiring with someone at the business.
Here’s a very basic example of how all of this looks in practice, from the standpoint of a skin care clinic that offers a non-invasive outpatient procedure to reduce lines and wrinkles on the face:
❖ Intro: Tired of wasting money on skincare solutions that don’t work?
❖ Pain Point: Fine lines and wrinkles can make you look older, worn-out, and tired.
❖ Solution: Reduce your lines and wrinkles with one simple treatment of {procedure}
❖ Advantage: Unlike ineffective products with lofty promises and minimal results, {procedure} actually works, with visible results after just one treatment.
❖ The Team: For 15 years, our award-winning team has helped countless people look younger.
❖ Call to Action: Let us help you! Visit our site today to book an appointment.
See? It’s as simple as that. All six outline aspects are covered in under 80 words.
Step Two: The Content
Now that you have your tentative outline set up, it’s time to write the actual script. Since you’re limited on the number of words you can use, it’s best to first come up with as much content as you can before paring it down and inserting only the best of the best into your outline to piece it together.
One easy way to prompt your content writing is by asking “why?” and applying it to your business or service. This will help you focus on the core of your business’ “why?” which in turn allows you to explain the benefits and advantages you offer—and why customers should choose you in the first place.
Consider the following questions to answer to create your content. Be sure to keep your answers as precise and to-the-point as possible:
● How would you describe your business’ mission?
● What is the problem your business can solve?
● How does it solve the problem?
● What is your target demographic?
● How does your business enhance your customers’ lives?
● Why is your solution unique from other similar businesses?
● What is the main message you want to convey?
● What are the three most important things you need the viewers to understand?
● What feeling do you want your audience to have when the video is done?
● What is the next step they should take to inquire or learn more about your service/business?
Write out your answers to these questions, and then go back through and highlight the most important words and phrases in bold. These will be what you use to craft your script. Remember to be as deliberate as possible. Once you have picked out the best content, insert it into your outline and do a little fine-tuning to make it all flow. Your script should then be nearly ready to go!
Final Steps
As with any writing, there needs to be some sort of editorial process before it’s sent off. After you have finished your script, it’s best to sit on it for a day or two before coming back to it with fresh eyes to see if it flows well, answers the most critical questions, and retains clarity throughout. Alternatively, you could let a few other people have a close look at it. Maybe they can spot something that doesn’t quite fit or find that something is missing.
After you’ve weighed everyone’s input and made any last-minute edits, your video script will be finalized and ready for use. Congrats!