Video marketing is booming, so there’s a demand for effective video scripts.Video script

Whether you’re publicising a new product or creating an explainer video, the most essential part of the video is the script.

Really, it is. Yes, the visuals, music and production quality are also important, but if the words don’t hit home, your viewers will not buy.

You need an absorbing video script

One of the most important things to remember is that your script should be written in spoken English. If it’s not, the voiceover will sound stilted.

Rather than wasting time worrying whether the script or the visuals should come first, all you must remember is that the beginning is with your customer.  Your words and visuals must revolve around their needs (not yours).

Think carefully about what it is that they want to know.

  • How will the product or service help them?
  • How will it make their life better?
  • How will it save them money (or make money)?

These are the areas your script should concentrate on, more so than the features of the product or service you’re trying to sell.

Pain vs pleasure

Once you have the answers, it should be easy to identify the main pain issue (i.e., the problem) your customer is facing.

The most powerful videos highlight this issue and then show how the product/service will alleviate it.

For example, if the main benefit is time-saving, you could talk about having to work late and all the social and family occasions missed with a visual of someone slumped at their desk with dark circles under their eyes.

Use the spoken word in your video script

I’ve already said it once, but it’s so important it’s worth repeating; your script will be spoken. I know that sounds obvious, but it’s very easy to fall into the trap of writing written English.

Do you follow?

You see, normal copywriting involves all the usual grammatical rules associated with written English (although some can be broken), but a script is spoken, so it’s essential that you write as you talk.

How long should your video script be?

Remember, this is a video, not a feature film. Although it’s tempting to cover everything, your audience will have a limited concentration span. Think film trailer.

The whole purpose of your video is to tempt your viewer to find out more, so give enough information to whet their appetite.

Up to 90 seconds in length is perfect, anything longer and you run the risk of boredom setting in.

Call to action

You need to go out with a bang, not a whimper.

At the end of your video, recap your main points, visually and audibly, to make sure the benefits are driven home. Then tell your viewer to get in touch with the final image being your web address, phone number and email address.

Videos are fantastic marketing tools, but it’s essential that you remember the following:

  • Whom you are creating them for (i.e., your customers)
  • To write your script in spoken English
  • Make sure your video lasts no longer than 90 seconds
  • To finish with a solid call to action



Sally Ormond, professional copywriter and scriptwriter.