How to Write a Script For Your Marketing Video

As a business owner, you’ve decided that 2014 will be the year you produce your first online promotional video. You want to add video to your arsenal of marketing tools to bring in new leads and generate interest in your business. You also understand that video marketing can boost your SEO efforts. So what steps are involved in creating an online promotional video? Here we’ll talk you through the first step: writing a suitable script for your promotional video, and the questions you need to answer to get started.

Who Should Write the Script for Your Online Marketing Video?

If you have the budget you might want to look into outsourcing the scriptwriting to a company specializing in marketing videos, or you might choose to write the script yourself. If you choose to outsource, make sure you work closely with their writing team to make sure they understand your business, your target audience and the correct tone you are looking to achieve. No outside company can know what you do as well as you do. If you choose to write the script yourself ask a few other people to look it over for you. You need to focus on your unique selling point, ie- what you do, and why you do it better than others. You are looking for interesting and informative, not wildly funny or sleep-inducing.

How Long Should you Marketing Video Script Be?

This is one area where we firmly believe the shorter the better. Like a good elevator pitch, you need to condense down your video script to exactly what your product does, and why people should use it. No marketing promotional video should ever be longer than 60 seconds. If you can keep it under 45 seconds you are doing well.

What Should Your Script Include?

Your marketing video script needs to begin by either addressing the pain point that your product solves, or summarizing the key benefit of your business. Next up you list secondary benefits to your product or using your business, and finally, you end with a call to action: get more information, sign up here for free etc. A marketing promotional video for a tourist site would begin by explaining the benefits of their company: beautiful scenery, lots to do in the area, follow up with secondary benefits such as reasonable pricing points and great service, and end by linking to their contact us form on their website. An online promotional video for a local dental clinic might begin by asking if you hate waiting when you need dental care. It would then describe the same-day dental services of their clinic, following up with information about pricing plans and services. You can make your video entertaining, and interesting, but don’t forget to include all the key information you want your future clients to know.

How Should You End Your Promotional Video?

Always end your promotional video with a call to action. This could be a link to a contact form on your website, and a request to contact us for more information, or a call us now, with your telephone number displayed on the screen. If you want less of a hard sell approach you could end with a: for more information please check out our website, or you could direct viewers to an online portfolio site, or social media link.

In my next post we’ll cover how to create the marketing video itself. We’d love to hear from your helpful tips for writing a script for your marketing video, and other tips for marketing videos for promoting your business.

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