7 Video Script Techniques that Attract Real Paying Customers

You have a brand-new product or service that you are hoping to promote. Or you want to boost the sales of existing products. Online videos are a real way to get better engagement and conversions, while exposing your business to a new audience. Here are seven script writing techniques that will help you create the perfect promotional video content for your company.

1. Simplicity

Start by writing down the intended goal of your video in one sentence. It should be a simple, accomplishable goal. Are you trying to promote a sale? Humanize the company? Drive traffic to your website? Demonstrate how a product or service works?

2. Create a Hook

Most experts estimate that you have 10 to 15 seconds to hook a viewer. If they are bored after that time, they will find other content. All script writing techniques for online content should focus on an early hook.

The first few moments of a video must be engaging, interesting and captivating. Why should the viewer keep watching? What are you offering them? It must be clear immediately, or you will lose their attention.

3. Address People Directly

When someone watches your video, and it feels like he or she are being talked at, they will be less engaged. But if they feel as though they are having a conversation with the speaker, they are more likely to remain engaged throughout the duration of the video.

You are speaking to them directly as if it were a one-on-one conversation. Use that in your script to make them think or feel the things that will help accomplish the stated goals of the video.

4. Conversational Writing

An online video should be like having a conversation through a computer screen! The viewer should believe that you are a real human being who has something authentic and informative to say.

Even if the goal is to inform about a product or service, drive traffic to a website, or boost conversion, the video should not feel like it is shoving that information down the viewer’s throat. These goals are vital to online videos, but the script must accomplish them in a natural, conversational manner.

5. Humanize the Business

Script writing techniques should not just focus on creating concise and compelling content. They must humanize a business, as it helps to form a connection with the person watching that is beyond a typical customer-company relationship.

6. Have a Singular Vision

Some companies try to do everything with one video. They will include a customer testimonial, a demonstration of the product, and an overview of their company. It is confusing and puts too much information into one video. Those should be three separate videos, not a single one!

7. Include a Call to Action

Every online video should end with a call to action. It could be an invitation to like the video, subscribe for more content, visit the product page, or buy the product!

With these script writing techniques, you will be off to a great start in creating online video content to market your products and services, promote your business, and create a personal connection with customers.

John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer with Foundation Digital Media. For Inquiries: [email protected]