The biggest challenge in writing the script for a sales or promotional video is not knowing what to include, but knowing what to leave out. I’m wrapping up work this week on a script for a 90-second sales video and so this particular topic has been on my mind.
The initial creative session with the client involves a lot of fact-finding. This may include tours of their facility and interviews with key personnel. It also includes sorting through a ton of information. Usually the client will have brochures, articles, statistics, research results, etc. all pertaining to their particular product. They will also have ideas regarding what they want to say in the video and how they want to say it.
The problem is that there’s no time to include every statistic and little-known-fact into your final video - even if the running time is upwards of 10 minutes. It’s the job of the writer and the director to sit down with the client and trim everything down into simple concepts. This is why it’s so vitally important that you find out who will ultimately see the finished video. Writers and directors have to speak to the audience. Different demographics respond differently to certain keywords and images.
Basically the script must do the following:
- Identify the viewer’s problem
- Empathize with that problem
- Show why the product is the best solution to that problem
- Alleviate the fear that prevents the customer from buying the product
The client for this 90-second script I’ve been working on has a great product, and they have an abundance of supporting information. But understanding who would eventually see this video helped me tremendously when I had to decide what material to include and what to omit. Do the research. Absorb the information. Then simplify everything into key points that will motivate the viewer to act.
The number of companies using online video to enhance their brands is increasing everyday. Video is now a marketing necessity, but like any marketing tool, the decision to produce an online video series for your company requires strategy and planning. Online videos take on a variety of formats, genres, and visual styles. The decision to use one style over another will have a significant impact on the public’s perception of your business. So, where do you start?
- Look for what you like. Spend time watching online videos to see what other people are doing. What formats do you like? What inspiration can you draw for your own business? Make some notes. Save the links.
- Formulate a Goal. What’s the purpose of this series? Do you want to blast it on a number of different video hosting sites to create a viral sensation? Should it be more targeted? Should the series simply live on your own website, complimenting material already written? Your specific goal will help you narrow your focus and will aid in selecting a specific format.
- Think Thematically. A video series needs to have consistency and continuity throughout all episodes. This will only serve to solidify your brand and your message. Take a look at what Shredded Wheat is doing with their “Progress is Overrated” campaign. The series has a simple concept, but it goes against the grain of what’s expected. And the message is presented with a strong sense of dry humor.
Like any other venture, producing successful online videos require research, planning, and execution. And when done right, those videos will create greater public awareness for your brand.
When you finally meet with potential clients interested in your creative services, it’s easy to sit back and allow them to describe the project for you. It’s easy to listen as they tell you what they would like. But what do you do when your contact turns and says, “I’d like to hear some of your ideas.”
One of the best ways to attract new work is to spend some quality time preparing for that first meeting. Research your contact’s company. Learn what you can about the way they do business. Examine their current brand and their current marketing efforts. Read what other people are saying about them. And see what their competition is doing. If you take the time to do your homework then you can be better prepared to ask relevant questions offer creative solutions to their marketing problems. It’s a great way to establish a strong business relationship.
