A Lawyer’s Guide to Writing Successful Marketing Video Scripts | Good2bSocial

A Lawyer’s Guide to Writing Successful Marketing Video Scripts | Good2bSocial
A Lawyer’s Guide to Writing Successful Marketing Video Scripts | Good2bSocial

All nice video advertising campaigns begin with nice video scripts. Voiceover, music, visuals—these all improve your story, however that story wants to be on paper first. Your artistic workforce can solely achieve this a lot to improve your imaginative and prescient, so it’s necessary to give them a robust basis. We’ve created loads of movies for our purchasers, so we all know what is going to make the method simpler and save complications down the highway. In this publish, we break down the advertising video script course of into easy steps.

Why Do You Need a Video Script?

Remember once you have been in class, and your trainer informed you each paper wanted an overview? Well, that is true of each type of content material. Very typically, for those who go into the video creation course of with out a script, then you definately’re going into this video with out a sport plan. It could be very troublesome to consider each level you want to hit, your call-to-action, and what wording is greatest on the spot. Creating a script doesn’t imply your video will sound rehearsed. It’s merely simply making a highway map to guarantee your video hits on all of the factors you want to relay in a cohesive approach.

Although script writing looks as if a giant to-do (38% of entrepreneurs say pre-production takes probably the most period of time), it’s completely important if you would like your video creation course of to go easily.

1. Define Your Audience

Like any piece of content material, who your viewers is and what they need/ want needs to be the cornerstone of your writing. Here is the place you’ll hash out who will watch the video and what you need them to do after viewing it. Start by defining your target market for this video. Lean in your viewers personas that you simply’ve created (or create some for those who haven’t already) to really perceive your viewers’s challenges and the way your video will mitigate these challenges. What are your viewers’s ache factors? How are you able to alleviate this ache? What choices will this video embody to alleviate the ache? What motion would you like your viewers to take?

2. Map Out Your Key Takeaway

Now that you’ve your target market outlined, it’s essential to determine what you assume the principle level of your video needs to be. Think of this because the thesis assertion of your paper. You ought to have a transparent takeaway in thoughts that you really want your viewers to stroll away with. And this takeaway ought to evoke some sort of emotion that can trigger them to take motion.

3. Create a Plan 

Before you get into the main points of your script, you want to doc a plan that covers all elements of the video. We counsel creating a short that can present steerage throughout your entire creation course of. The transient ought to cowl gadgets equivalent to the principle purpose and message of the video, what call-to-action you’ll use, the target market, tone of voice/ tone indicators, any physique motion accompanying the script, cues, and the important thing factors you need to relay. 

4. Write an Outline

To start your advertising video script, doc the details your video will cowl in a logical and cohesive order. If your video is “7 steps for beginning an LLC”, then you definately would possible have an intro, a degree for every step, and a conclusion with a call-to-action (CTA).

When writing a advertising video script, it’s important to end with a CTA. This is the purpose the place you encourage your viewers to take a particular plan of action. Make positive it’s clear and sounds interesting to the viewers so they’re extra possible to do what you’re suggesting.

5. Be Conversational 

Before you get into the nitty-gritty of the script, you want to take into consideration what tone and voice you’ll use. We counsel utilizing the identical fashion as you’ll when conversing with a buddy or shut consumer. Avoid being too formal, utilizing technical vocabulary or legalese, and sounding too self-promotional. Your purpose is to sound relatable and pleasant. Have your topic observe the script talking to a colleague or buddy to guarantee their tone of voice sounds pure and conversational.

6. Deliver Your Value Proposition Early

People have a tendency to determine throughout the first couple of seconds if they’ll proceed watching a video or flip their consideration elsewhere. Let them know what you’re advertising early in order that they don’t miss it even when they determine to depart. Your first few moments should be transient, however attention-grabbing and should make the worth proposition of what you’re advertising clear. You additionally want to introduce your self and inform the viewers precisely what they’ll get in the event that they proceed watching. Keep the tone gentle however informative, and clarify the worth of what’s to come. 

7. Keep it Concise

Your on-line viewers merely doesn’t have a lot endurance. Thanks to TikTook, short-form video is now performing a lot better than longer items. If at any second they don’t like what they hear or don’t discover it beneficial, they’ll transfer on. Lawyers want to use quick sentences of their video script that get proper to the purpose. Don’t use fluff, and don’t repeat minor factors. Once your script is full, learn over it once more and possibly ask a colleague to achieve this as effectively, with the purpose of eradicating any data that isn’t crucial or takes too lengthy to make your level.

According to Hootsuite, these are probably the most best video lengths:

TikTook: 7-15 seconds
Twitter: 44 seconds
YouTube: 2 minutes
LinkedIn: 30 seconds

8. Make Timing Clear

When writing scripts, the grammatical construction ought to assist dictate the velocity and cadence you or your topic is talking at. Break up your textual content into paragraphs to assist dictate when the speaker ought to naturally pause. Remember to preserve these paragraphs quick and concise.

9. Consider Other Elements

Your video will stream a lot better if, as you intend your script, you concentrate on the opposite components included within the content material. Give some thought to music, sound results, visuals, graphics, and many others. Write down the entire particulars in your script. It may look one thing like this: “We’ve introduced in knowledgeable XYZ to clarify how to full this step. [show XYZ headshot for 2 seconds].” 

10. Read it Out Loud

Once you end your advertising video script, it’s at all times a good suggestion to check it by studying it. Read each phrase simply because it’s written, don’t improvise. You may need to do that in entrance of an viewers and get their opinion as effectively. If something feels unnatural, you will have time to make modifications. You can also need to time it, significantly in case you are attempting to line up different components (as talked about above). 

Related: 10 Video Marketing Examples from Lawyers Doing it Right


For your movies to be efficient, they want to observe a transparent plan. That contains making a advertising video script that can present steerage all through the creation course of. There are quite a lot of items concerned in creating a compelling video, however at Good2bSocial, our intensive expertise has taught us how to script, plan, and produce movies relying in your funds and expectations. 


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