Successful marketing videos are a mix of stunning visuals and dynamic narratives. However, when producing these videos, it’s important to not focus solely on the visual aspects, but to also spend time developing coherent and relatable scripts.
Even the most impressive business videos will fall short of the end goal if the script is poorly executed. Like a good story, there are specific elements that video scripts should incorporate in order to communicate the message effectively.
Video production experts at Cinecut Creative offer the four key elements that every script should contain.
- Introduction with Initial Hook. For the viewer, the first 30 seconds of a video will generally determine if they will continue watching. This is because they will be able to ascertain whether or not the video is beneficial to them. Since this is such a small timeframe, it is crucial to begin the video script by addressing the target audience and their concerns.
- The Problem. This section is meant to further address the “pain points” that the audience experiences. Here, it’s best to determine what they’re struggling with and assure them that you understand their problem. By relating to the viewer, you will gain their trust and generate further interest in what you have to say.
- The Overall Message. Here is where you propose the message that the video was made to convey. Perhaps this is a solution to the problem, or simply a valuable piece of truth that alleviates the viewer’s pain. The key here is to make this the most memorable aspect of the script, so a concise sentence is the best way to deliver.
- The Resolution. Elaborate on the message and how this will benefit the viewer and improve their situation. Give a couple of descriptive examples to drive the point home before coming to a powerful close containing a call to action. Direct them to the company website for more information, or even pitch a free demo trial. Either way, tell them what the next step will be.
The script will often be the first aspect of development in the production process, but it’s important to dedicate time and effort into its creation. By including the above elements, the script is sure to be successful and will further drive the appeal of the video. Contact Cinecut Creative today to receive expert advice on your business video’s narrative!