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How to Write a Script for a Video

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Just a few years ago, creating video content was like a licence to print money. Now, with everyone from startups to seasoned entrepreneurs doing video, it’s no longer an easy ticket to building a profitable business. There’s just more competition than ever before. 

More folks have been abandoning traditional jobs to squeeze in right next to you in the world of entrepreneurship. AI tools have supercharged content creation adding to the online congestion. 

The result? 

Getting audiences to convert—to buy from you—is harder. From the biggest businesses to the scrappiest startups, the negative impact of online crowding is hitting everyone in the revenue streams. 

Just doing video will no longer get you to your destination. What was once a surefire way to woo audiences and drive solid business results now demands a new level of strategy and creativity. That’s why video scriptwriting has become a must-have for video content creation. 

A video script lets you design the exact experience you want your audience to have when they watch your videos. It’s a crucial step in setting up the conversion of a viewer from prospect to customer. Few entrepreneurs, though, know where to start.

So, in this blog, we’re exploring how to write a script for a video to improve the conversions on your content and boost your income in an elbow-room-only online world.

Here’s what we’re going to tackle:

  1. What is the Goal of a Video Script?drilling down to the goal sets your video up for conversions AKA sales.
  2. How Writing a Video Script Gives You an Edgelearn the difference between videos that get watched and videos that get results.
  3. How to Write a Script for a Videovideo scriptwriting tips to make your videos work 24/7 for your business.
The days of ad libbing your videos and getting a tonne of conversions are long gone. Video scriptwriting is the cure for flat performance on the online platforms

With everyone jumping on the video marketing train, the battle for attention on social media is intense. There’s also a breakdown of trust.

An endless supply of video content is paraded in front of audiences every day, a lot of it created with AI tools. It’s hard to tell whether someone really has the know-how they claim to have or if they’re using AI to masquerade as an expert. This makes buyers sceptical and indecisive, needing more coaxing to get them into your corner. 

So, if you’re creating videos to market your business, you need strong compelling content that grabs and holds attention and breaks down scepticism. Strategically-written scripts can engineer your videos to achieve those goals.

In a sea of choice, you have to be a beacon drawing people in, past the rocks and shoals of the content tsunami overwhelming social media.

What is the Goal of a Video Script?

There are two main goals for each video you create—one for viewers and another for your business. If you don’t meet the goal for your viewers, you can’t meet your business goal. 

The objective for the audience should be a rewarding viewing experience. Viewers should be engaged, enjoy your video and get something from it. When you hit those targets, you increase your chances of achieving the business goal for your video.

There’s the immediate business goal—the call to action. It could be prodding viewers to hit the subscribe button, join an email list or download your app. Then there’s the overarching business goal— proving your credibility, creating connections and igniting the motivation that makes viewers want to do business with you over the long haul. 

To use a sporting analogy, the immediate business goal in each video is the game. The overarching business goal is all about the championship. 

For your video to have a real impact on the audience, it must be programmed with a video script to produce a result for both the viewer and your business. 

Our personal experience: For every video we create, our goal is for the audience to be so engrossed in the content that they’re surprised when the video comes to an end. 

Creating the best educational or entertaining viewing experience for audiences is what builds lucrative businesses with video. When you’re able to command their viewers’ attention, you can build a platform for influence that allows you to shape opinions, impact decision-making, drive change and inspire action.

It’s difficult, though, to create a memorable viewing experience without a script. That’s because when most of us riff off the cuff, we forget key details, repeat ourselves, go off on tangents or go round in circles. This results in a video that drags; a video that’s boring. 

There’s something powerful in great video content that we call the interest vortex. It’s where a video is so well put together that viewers are sucked in, losing track of everything around them—the time, the car honking outside, even the hot cup of coffee on the table beside them. That interest vortex rarely happens by accident; it’s created.

Bad videos, on the other hand, never lock viewers in and get the swipe. 

How Writing a Video Script Gives You an Edge

There’s attention—getting people to stop their scroll for your video. And then there’s retention—getting people to keep watching. 

With the crush of content online, your videos must cut through the noise to get attention. Getting that attention, though, is only the first step. Once you’ve wrangled the attention of your target audience, you have to make the best use of it. 

Effective video content is engineered to break through the online clutter and captivate audiences sufficiently to push them to take action. That engineering starts in the video scripting process. 

In an online world where it’s no longer easy to get heard, a well-written video script helps you attract your best audience, forge the emotional connections and influence the right decisions to be successful in the crowded digital age.

Can’t AI write my script?

Why sit down to write a video script when you can simply hit ChatGPT up with a prompt and have it spit out a script in mere seconds? We have to admit, the temptation is almost too much to resist. 

AI content creation tools can save you a tonne of time, but relying entirely on such tools can end up costing you money.

Writing a video script isn’t about putting generic information down on ‘paper’. It’s about powerful wording and a precise flow that connects, persuades and converts. This is a skill that comes from the emotional intelligence you’ve developed in getting to know your people—your ideal audience. Understanding your audience on an emotional level is vital to influencing the buying decision.

Fill-in-the blank content doesn’t cut it in an age where audiences are swamped with information. Succeeding in an online world saturated with shallow, disposable content requires a more thoughtful and strategic approach to content creation.

You, not AI, have the intuition, insights and intelligence to write video scripts with the right words in the right order to influence audiences.

Our advice? Use AI tools as an assistant in the scriptwriting process. Don’t hand the wheel over to a technology that can’t replicate the human, emotional elements that lead to increased trust, connection and conversions. 

You already have the experience and relatability to connect as one human to another. It’s just a matter of working those elements into a video script that impacts lives and unlocks greater income for your business. That’s why we developed six video script templates for high-engagement videos that bring your viewers one step closer to the sale. 

Our video script templates are a blueprint for short-form and long-form videos that earn audience trust and make them feel safe to buy. If you want access to those templates, sign up for our Profitable Video Script Toolkit.

How Do I Write a Script for a Video

It’s critical to stand out if you’re going to have any chance of, first, engaging viewers and, secondly, inspiring them to action. 

If success leaves clues then successful videos tend to follow certain steps. 

There are, indeed, many different types of videos. Ultimately, the most effective ones usually boil down to a few specific actions. We’re going to take you through some of those actions for writing scripts that are the foundation of compelling, high-converting videos.

Identify your target audience
A clear understanding of who you’re trying to reach is essential for consistently hitting the bullseye with your videos. So, a good script begins not with words, but by identifying the audience for whom your video is being made. 

As an entrepreneur producing videos to market your business, your target audience is, essentially, viewers who can graduate to customers. To create content that grabs and holds their attention, moves them on an emotional level and builds urgency to take action, you need to have insights into their needs, dreams, frustrations and motivations.

When writing your video script, it’s critical that you speak to your ideal audience otherwise your content will misfire. Who are they? What are their goals? What are their interests? Where do they spend most of their time online? That’s the sort of information that will help you create hard-hitting, high-impact video content.

Our personal experience: Even though identifying your target audience is basic advice for content creation, we still come across too many entrepreneurs skipping this step. 

Scroll through the social media feeds and you’ll see countless entrepreneurs publishing videos with no specific audience in mind. This is what we call feeding the fish—creating content for people who’ll never convert from viewer to customer. With this approach, you get lots of nibblers but not the people who appreciate the true worth of your content and the benefits of diving deeper with you. 

We’ve taken on clients who’ve been posting videos every day with no payoff for all their hard work. When we have them make the time to define their target audience and then use this information to refine their video content creation, they see a vast improvement in their results. 

Do keyword research 
Keywords are words and phrases that people type into search bars to find information.

Keyword research helps you target your ideal audience more accurately and makes your content more discoverable on the online platforms. 

Here’s how:
> Doing keyword research gives you a window into the exact topics your audience is searching for online. Creating content on these topics means your videos are more likely to capture their attention. 

> Keyword research also tells you the exact language your audience is using when they search for information in your niche. Incorporating those search terms into your content can get you more visibility on social media. When you use keywords in your video script to tell the algorithms what your content is about, you increase the chances of them showing it to more of your ideal audience.

Keywords have always been synonymous with Google and YouTube–the latter being owned by the former. But today searchability is an increasingly important factor on platforms like TikTok, Instagram, Facebook and LinkedIn. 

Additionally, by incorporating keyword research into the scriptwriting process, you’re not only engineering your videos to show up in search content but also in suggested and recommended content. That’s because when the algorithms better understand the nature of your content, they can show it to audiences who may not have searched for that content, but their viewing patterns indicate they have an interest in it. 

* To see the personal keyword research process we use for our videos, read our blog How to Do Keyword Research for Your Video Content.

Write a great hook
Online platforms are auto-playing your videos to audiences, many of whom have never seen your content before. 

So, when you’re writing your video scripts, it helps to imagine the audience with hands on hips saying, “Who are you and why should I care?” A well-written hook immediately answers those questions.

You’ve got to start your video with a strong opening to entice viewers to stop their scroll. You need to quickly signal WHY the information you’re about to share matters otherwise they’re swiping past to the next video.

Our personal experience: We’ve found that one of the easiest ways to fashion a powerful hook is by tapping into a nagging pain point of your ideal audience. That way, the first words they hear from you resonate deeply with their own experience. 

When your video opens with a burning pain point or challenge, the viewer becomes invested in getting an answer to the problem you’ve flagged. 

Structure your information logically
Identify the points you want to include in your video and then organise them in a cohesive, logical manner in your script. The goal is to create a sequential journey that keeps viewers attentive and engaged.  

Your content should be easy to follow, laid out in a way that makes sense and is simple to grasp and retain. Avoid randomly jumping from one idea to another because that makes your video lose impact. If that happens, viewers are likely to lose interest in your video.

So, when you’re writing your video script, create a logical progression from one point to another taking the viewer on a rewarding trip that ultimately links back to the main theme of your video. 

Share personal stories
Any video can give viewers tips, techniques and sage advice. Information isn’t hard to come by today. What audiences are really searching for is information PLUS connection and trust. 

Even though viewers can see and hear you in your videos, you’re still a stranger to them. Personal stories let them in and give meaning to the information you’re sharing.

Incorporate personal stories in your content to stand out from others and nurture those all-important relationships with audiences. You want the people watching your videos to feel like they really know you, even though you’ve never met. That’s the power of storytelling in your video content. It helps viewers see you as a real person with similar hopes, dreams, flaws and aspirations. 

Our personal experience: Just like us, there are thousands of former TV journalists who now teach people video marketing or how to speak on camera. But none of them produce video content like ours because they haven’t lived our exact careers or seen and done the exact things we have.

You see, even though there are other entrepreneurs in our niche who also come from a media background, we all have different experiences that have shaped how we approach our content, coaching or online courses. 

It’s our experiences that give us a unique identity in the crowded online world. That’s why we weave personal stories into all our video content.

Everyone has their own unique, inimitable stories to tell. Finding your people—your ideal audience—comes from mastering the ability of putting those stories to video. 

Writing a script reduces the hit-or-miss from your video marketing, amplifying the potential of each video you post online.

Video Scriptwriting: A Foundation for Video Success

As crowded as the online platforms are with wall-to-wall digital content, video continues to dominate. It is the best tool for making audience connections. In the right hands, hands empowered with the skill of video scriptwriting, your videos can be an unstoppable force. 

This beginner’s guide to scriptwriting is a solid start to improving the performance of your video content, both with audiences and your business. 

Now, there’s more to video scriptwriting than we could have shared into this one blog post. However, if you want all our techniques for fine-tuning your videos to boost the visibility and profitability of your business then you’ll want to sign up for our Profitable Video Script Toolkit.

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