How do I create a video script to connect with my audience?

When creating a video script, decide on your audience, set your goals, decide on your speaking persona, summarize the 5 Ws, create an outline and write the script, and edit your script.

Videos are an essential marketing tool for your business and, as such, require planning. A video script is a plan and an outline of the actions and dialogue in a video. In short, it helps you plan your video so you are not trying to remember things off the cuff.

To create a video script:

Know your audience

You need to clearly define your audience as with any marketing tool, and a video is no different. Choose the target audience you want to reach with your video, and this will offer guidance on where you post your video and how long your video might be based on audience preferences.

Set your goals

The question you want to ask is, “Why?” Why are you making this video? Is it to advertise a new product? Showcase your thought leadership? Solve a problem that your audience has? Once you have set your goals for the video, you can use the goals to keep you on track.

Decide on your speaking persona

A video will need a speaking persona to read the script in your brand’s voice. You may want to use a voiceover, a person who works at the company, or a customer that has used your services. If you are unsure who you want to use as your speaking persona, revisit the goals for your video to help you decide.

Summarize the 5 Ws

Before writing your script, summarize the 5 Ws: who, what, when, where, and why.

  • Who is the video for? (Your target audience)
  • What are the key takeaways from your video? What is the call to action?
  • When will we start creating the video?
  • Where will the video shoot take place?
  • Why are we making this video? (Revisit your goals)

Summarizing the 5 Ws will keep you on track as you write the script.

Create an outline and write the script

Use your summary to help create an outline of your script. An outline for a video script mainly consists of the following:

  • An introduction to draw the viewer in.
  • A problem or pain point to discuss.
  • A conclusion or call to action.

Then, write your script. When you write your video script, write conversationally, as you are writing for your audience. Also, script every word. This will keep you on track with your message and help avoid unnecessary and filler language such as “ums” and “ahs”.

Practice your script aloud multiple times. Adjust where necessary so it flows and sounds natural to your audience.

Edit your script

After writing your script, step away from it for a few hours (or a few days, if the deadline allows). When you return to it, check for grammar, spelling, punctuation, flow errors, and unnecessary words/sentences.

Practice it aloud again to ensure it sounds good to the ear.