If you’re producing a lot of videos, presentations, or podcasts, you might need to level up your scriptwriting skills. While there are creators who like to fly by the seats of their pants, it’s best to take a more thoughtful approach if you’re running a business, organization, or brand. You want to be strategic and intentional in all aspects of marketing. A well thought out script ensures that you’ll cover everything your audience needs to hear in order to understand your message. It also saves time and money in the recording and post production phases. Even if you’re hopping on a social media trend and don’t have time to delve too deeply into the scriptwriting process, it’s best to have a process in place so you have can abbreviate it and still keep your brand consistent. Here are some tips for creating your own process:
- As always, start with your audience, purpose, and goals. Know what you’re trying to say, who you’re trying to say it to, and what you want them to do with the information. Are you providing the solution to a pain point for marketing reasons, a step-by-step tutorial for educational purposes, or an introduction to your products for brand awareness? Whatever it is you want to accomplish, have it in mind early and keep it in mind throughout the entire creative process.
- Make big decisions about the project before you get started. Even though we’re focusing on writing the script, it will help you to know the format, the length, the audiovisual requirements for the project, and where it will be shared. It will also help to know who will be reading the script, and whether that person is a staff member or a VoiceOver actor hired for the project. Are you producing this content in-house or are you outsourcing to a marketing firm? The answers to all of these questions will guide you; ultimately, the more you plan in advance, the smoother and less expensive the project will be.
- Consider Search. Even though the most important thing is to produce valuable content, you do want to keep in mind what topics and keywords you’re trying to rank for. Another way of putting it is that you should be producing content that is relevant and useful for your target audience at all times.
- Get the gist down early. Before you get too deep into the woods, make a list of any major topics you want to cover, points you want to make, or steps you need to explain to people following along. Focus on what your main message is and make sure everything in the script serves it. The most important thing is that the audience gets and fully understands that message.
- Make an outline. An outline is the best way to make sure you’re including everything you need to without spending too much time on any one part. You will be able to see where you’ve added too much detail and what needs fleshing out. This will help you keep the audience’s attention while still giving them everything they need to understand the message and heed the Call to Action.
- Write the actual script. Nowthat youknow exactly what you need to say, you can focus on writing it all out in the voice and tone of the brand. Think about what style of writing and speaking your audience expects, and be consistent with the other content you regularly produce. Try to get to know whoever is doing the VoiceOver at this point so you can make sure they sound natural using the brand’s voice. It might help you to write the body of the content first and finish with the introduction and conclusion, especially if your content is persuasive in nature. The beginning and end usually have the most impact, so writing them after a review of all the evidence can make your writing more effective.
- Edit. Don’t skip this step. Read through your script several times. Read it aloud and trim the fat. Time it so it isn’t longer or shorter than needed for the length of the video. If possible, get a second opinion from someone either on your team or whose opinion you trust. If you have a style guide (you really should), bring it out and see how the project holds up.
- Don’t be too precious. While you do want to be careful and create the best script you can, try to be somewhat flexible about the outcome, especially if you are not the one reading it for the final project. You won’t be able to control everything about the other person’s interpretation of your words or performance. Remember that story and message come first; delivery is secondary.
Substance and Style 