Video is very popular and a great marketing tool. Whether it’s being used to draw attention to a new product, or an explainer video to give your customer service a boost, the most critical part of the video is the script.
The visuals and the quality of the video are important too, but the words the viewer hears are what will persuade him to buy.
How to Create a Great Script
The main difference between a script and other marketing materials is that it should be written in spoken English.
Sometimes, as a copywriter, you’ll have a storyboard to follow other times you’ll be given free rein, with the graphics and video elements being fitted to your script.
It’s essential you start where all-powerful marketing writing begins – with the customer. You have to give value and help to your customer. You give Solutions…
What is it that they want?
How will the product or service help them?
How will it make their life better?
These are the areas your script should concentrate on, more so than the features of the product or service you’re trying to sell.
Problems and Solutions
Once you have the answers to the three questions above, it should be easy to identify the main pain issue (i.e., problem) the customer is facing prompting the search for a solution.
The most powerful videos highlight this issue and then go on to show how the product/service will alleviate it.
Using the spoken word
It’s important to remember your script will be spoken. Sounds obvious, but it is very easy to fall into the trap of writing written English.
You see, normal copywriting involves all the usual grammatical rules associated with written English, but a script is spoken. Therefore, it’s important to write as you speak.
To make sure your script doesn’t sound stilted (as will happen if you stick to written formalities), read it out loud and adjust to make it sound like natural speech.
How long should your script be?
It’s tempting to try and cover everything in your video, but it’s important to realise you’re not creating a film.
The whole purpose of your video is to tempt your viewer into wanting to find out more, so it should just provide enough information to whet their appetite.
Your video should be interesting to grab the attention and up to 90 seconds in length, which is about the equivalent attention span of most people, any longer than that and you risk them getting bored and wandering off.
Call to action
Recap your main points, visually and audibly, to make sure the benefits are driven home and then tell your viewer to get in touch. The final image of your video should be your web address, phone number, and email address.
If you forget that bit, how will they know how to get in touch with you?
Videos are fantastic marketing tools, but it’s important you remember:
· Who you are creating them for (i.e., your customers)
· To write your script in spoken English
· To make sure your video lasts no longer than 90 seconds
· To finish with a strong call to action
Video Marketing tips
There are several tips for the future of video marketing
DIY (Do It Yourself) Videos
YouTube has become the go-to place to promote how-to videos. People love to learn a new skill or become independent. An interesting tutorial or a carpentry workshop will go long way in making people self-reliant.
A great marketing video developed by a Product Video Company for a particular brand can also double up as a training content.
The World of Virtual Reality
Virtual reality (VR) as a concept is already a big thing in the gaming universe. This technology requires a virtual reality headset and produces visuals, sounds as well as other sensations that artificially reproduce a user’s actual presence in the imaginary setting. It is only a matter of time when VR will be used as a marketing platform to promote a brand.
Innovative Techniques
When it comes to developing quality videos, it is important to consider all options. Some of the creative ones like drones or time-lapse videos have slowly become popular techniques in video production. If you wish to stand out from the crowd and attempt to impress the audience then using unconventional methods can do the trick.
Live Video
This trend is already emerging as a winner in several social media platforms especially Facebook Live. With live streaming videos, users can be part of the action as it happens. The brand engagement is immediate and viewers can give their feedback immediately via comments.
Strong Storytelling
An emotionally powerful story can always attract many people. So a marketing video that has strong storytelling with a crisp video & audio can work wonders.
An appealing background music can help viewers connect with the video. A good Explainer Video Production Company should be able to develop an engaging video that leaves a lasting impression in the minds of viewers.
An impactful video ought to evoke the right emotions or stir your senses in the correct way. All of this can lead to the video being in your minds all the time, thus increasing brand awareness and ultimately growth in sales.
The video has shown that it is an effective tool to craft brand awareness, create a positive brand image and ultimately increase sales for your product/service. With technology developing at a lightning speed, the future of video marketing is great for all the businesses.