"To make great film you need three things: the script, the script, and the script."
- Alfred Hitchcock
Today we're going to cover Step 3 of '4 STEPS TO EASY VIDEO CREATION'. If you've missed the previous steps, you can find them here>>> STEP 1: CREATE A VIDEO STRATEGY;STEP 2: START WITH 3 SIMPLE TOOLS.
STEP3: WRITE A SCRIPT, is not so much about WHAT you're going to say in your video, but more importantly, HOW you're going to structure what you say, to get the attention of your audience and maintain it.
And we're going to start with the simplest structure which has three parts. Though I've added an extra part to cater specifically for videos.
We're also going to stick with a script more suited to businesses, rather individuals. Remember though, the basic structure doesn't really change much whether it's a personal or business video. It's the content that makes your videos unique and how you visually piece them together (but we'll go more into that a little later in the year).
Simple Script Structure:
4. Call-to-Action (CTA)
Again, we're using a common structure for business videos. So you should introduce yourself, your business and what topic or topics you are going to cover in your video.
It's important to say your business name (and your location if your target market are in a specific geographical area), so your audience knows who you are and they don't miss what you say because they are waiting for a name.
Next, give a summary about what you're going to be talking about so your audience can decide whether they're going to hang around to find out more.
HANDY TIP: Please note that for SEO (search engine optimisation) purposes what you say is important, especially for YouTube videos which don't just read the tags you enter in the back end of your video, but also read what you say as keywords for search engine ranking.
Sample Script: "Hi, I'm Kerry Warnholtz from TSI Multimedia and today I'm going to show you how to write a script, by putting your words into a simple structure that will get and keep the attention of your customers."
The body makes up the largest part of your video and is what your video is about.
So whatever you talk about, ensure that you cover the main points in a logical way. You can further break them up as follows (you can add more or less points):
- Point 1
- Point 2
- Point 3
Your topic/s should speak to your customer. That is, the words you use needs to resonate strongly with them, as though you are talking directly to them. And what you say should address their specific needs, wants and/or pain points. Try not to cover too many points or topics within your video, as you'll confuse your audience, they'll get bored, or just switch off.
Lastly, you then need to offer them a solution and explain how you can (uniquely) help them to solve their problem.
Here you should revise and summarise your main points of what you covered in the body of your video.
At this point it's also recommended that you sign off saying again, your name and business name as you did in the introduction. This will then lead or meld into the Call-to-Action as below.
Your CTA is all about what action you want your audience to take.
Do you want them to sign up for a blog or newsletter; buy a product or service; sign up for a course, ebook or program?
Or maybe you don't want them to buy anything, but your call-to-action is part of an engagement strategy or series of topics that give value and build your network, database or community.
Or it could be just to educate or build your audience's awareness around a sensitive topic and the outcome you want is for them to come to a specific conclusion.
Whatever action it is that you want your audience to take, ensure that you only give them ONE OPTION for one video. If you give too many options, your potential customers may get confused. And when they are confused they do nothing.
CTA example: "For this week only, we're giving away a FREE 500g Bag of Origin Coffee beans when you buy an Expresso Machine. Be sure to enter in this promo code ---- when buying."
So this week, why not try putting together a short script following this structure to introduce yourself and your business, and what you want to talk about, finishing with a clear call-to-action.
Read it out and time yourself as to how long it takes to read the script. You can then use this script to create a short welcome or introductory video to sit on your website or facebook page. Be sure to keep the video to two-to-three minutes at the most.
I hope this helps. In the coming weeks, we'll look at how you can make the content of your videos a little more interesting by changing up the script a little and adding in other elements.
Next week however, we're going to cover the 4th and last step of '4 STEPS TO EASY VIDEO CREATION', Step 4: Shooting, Editing & Uploading Your Videos - Action Steps, and how we bring all the previous steps together to create a finished video.
Have a great week!
Kerry :) x
***FREE 90 MIN WEBINAR: 'PLAN, CREATE & EDIT YOUR VIDEOS ON YOUR PHONE' TUES 12/6/18 @ 10am***Do you want to use video to start growing your business? Maybe you don't know where to start, or understand all the tech stuff. Or maybe you're just overwhelmed with it all? Next Tuesday, I'll be holding a FREE WEBINAR to take you step-by-step through the process of planning, making and editing videos on your phone, so you can start getting some traction in your video marketing. So join us and REGISTER for my webinar here >>> http://bit.ly/plan-create-edit-video. If you can't make it live, don't worry--as long as you register, you'll have access to the recording.