You’ve likely seen the stats – video has become a driving force in content marketing. According to research by Wyzowl, 86% of businesses now use video as a marketing tool, and 94% of marketers say video has helped increase user understanding of their products or services.
But a great video marketing strategy isn’t just about hitting record. Behind every successful video is a compelling script that grabs attention, tells a story, and guides the viewer toward taking action. This is where video script copywriting comes into play.
Video script copywriting is the art and science of crafting words specifically for video content that engage viewers, resonate with the brand’s voice, and drive desired outcomes like increased brand awareness, leads, or sales.
A well-written video script provides the narrative foundation and roadmap for the entire production – from the visuals and shots to the audio, pacing, and call-to-action. Without a tight, purposeful script, even the most beautifully shot video can fall flat.
In this guide, we’ll look at the strategies and techniques for crafting video scripts that connect with audiences and motivate them to engage further with your brand. Let’s start with some key principles that underpin effective video scriptwriting.
Key Principles of Effective Video Scriptwriting
Before putting pen to paper (or fingers to keyboard), keep these guiding principles in mind:
Show, Don’t Just Tell
When writing a video script, don’t just focus on the words themselves – think about how the visuals, movements, sounds, and other multimedia elements will come together to bring the story to life in an engaging way. Unlike a written blog post or article, the power of video is in blending the visual and the verbal into one impactful experience.
“It’s about more than words,” explains video script expert Jane Smith.
“When you sit down to write a script, the first thing you need to do is think about the visuals – like shots, angles, backgrounds, and any type of visual effect that will help you tell the story.”
Smith recommends sketching out a quick storyboard or outlining potential visuals to map out how the scripted content will sync up with the video elements. This forces you to write with the multimedia experience in mind.
Hook Them from the Start
With online video, you have just a few precious seconds to grab the viewer’s attention before they click away. That means your opening lines and visuals need to be a powerful hook that reels them in.
“The first 30 seconds of a video are crucial,” says scriptwriting pro Alex Johnson. “An interesting statistic, a provocative question, a funny anecdote – you need something strong right out of the gate to hook people in.”
One effective method is using the “Problem” step of the classic Problem-Agitate-Solution script framework to open the video by highlighting a common pain point or struggle your audience faces.
Keep It Tight and Engaging
Video audiences have notoriously short attention spans. Unlike reading a blog post or article where people can skim and scan at their own pace, video is a more passive, leaned-back experience that needs to consistently engage to prevent drop-off.
This is why video scripts should be tight and distilled down to just the core, essential elements. No fluff, filler, or extraneous information. Structure the script around one key message, use conversational language and transition statements like:
“Now here’s the thing…” “But wait, there’s more…” “Speaking of…”
To keep things interesting and easier to digest, break the script down into short sections focused on one idea at a time, and utilize dynamic visual elements and multimedia to reinforce and amplify the words.
Always aim for brevity and impact. As the saying goes, perfection is achieved not when there’s nothing left to add, but nothing left to remove.
These key principles set the foundation for writing scripts that engage in our multitasking, social-scrolling world. Let’s dig into some popular script frameworks to help organize all of those elements.
Common Video Script Frameworks
Seasoned scriptwriters often follow certain tried-and-true script frameworks or templates to structure their stories and messaging. Though the naming conventions differ, most are grounded in classic persuasive storytelling techniques blended with direct response marketing principles.
Here are some of the most common script frameworks:
Problem-Agitate-Solution (PAS)
This classic format opens by highlighting a specific problem or pain point the audience faces. The problem is then “agitated” or expanded on to show why it’s an issue worth solving.
In the final Solution section, the product or service offering is presented as the ideal answer. A twist on this framework is the Before-After-Bridge (BAB) model, which shows the “before” state, “after” solution state, and bridges them with your core offering.
PAS/BAB scripts are highly effective for videos focused on education, pain point marketing, or product/service promotion.
Promise-Picture-Proof-Push (PPPP)
This model kicks off by making a bold promise about the solution or benefits offered. It then paints a vivid picture of how things will improve with that solution in place.
Proof elements like customer testimonials or data are leveraged to substantiate the claims. Finally, the script closes with a direct call-to-action or “push” for the viewer to take the next step.
Many marketing videos, infomercials, and webinar scripts follow this general PPPP flow, as it provides a balance of selling with an urgency for action.
AIDA: Attention-Interest-Desire-Action
AIDA comes from classic advertising and selling principles. It grabs the Attention with a powerful hook, sparks Interest with features and supporting details, fuels active Desire with emotional resonance, and closes by urging a specific Action.
While simple in concept, this framework is highly effective for short video ads and branded story videos by taking viewers on a short psychological journey.
The Hero’s Journey
From myths and legends to Star Wars and Lord of the Rings, the “hero’s journey” is a classic storytelling device that follows a hero character through a transformative arc. For video scripts, the hero is the viewer themselves.
The journey starts by introducing the hero and their “ordinary world” before presenting a challenge that launches them into adventure. The product/service is positioned as a mentor or guide that helps them navigate obstacles on the way to their transformed outcome, before returning them to their ordinary world in an improved state.
As an emotionally resonant and easily-relatable structure, the hero’s journey framework is ideal for brand videos, customer testimonials, and product explainers.
Explainer Video Scripts
For concise videos aiming to break down a product, service, or concept, a straightforward explainer script template covering:
- The key problem
- The solution
- How it works
- Core benefits
- Call-to-action
Works extremely well for things like demo videos, web tutorials, or social media clips.
Storytelling Formula
Prefer a more chronological, narrative style? A simple storytelling framework involves:
- Setting the scene (characters, setting, etc.)
- Introducing a central conflict or challenge
- Showing how the conflict/challenge is resolved with your solution
- Wrap-up moral or call-to-action
Testimonial Videos
For case study or customer testimonial videos leveraging first-hand accounts from actual clients/customers, the framework is:
- Introduce the customer
- Describe the problem/challenge they faced initially
- Share their experience in using your product/service
- Highlight the positive outcomes or benefits achieved
- Have them provide a strong recommendation to take action
FAQ Videos
For videos aiming to answer common customer questions, a simple FAQ format of:
- Posing a frequently asked question
- Providing a clear, concise answer explanation
- Offering additional context or details if needed
- Directing viewers to more resources or next steps
Can make for quick digestible clips ideal for social media or knowledge platforms.
Direct Response
Last but not least is the tried-and-tested direct response marketing script framework that’s heavy on persuasion and urgency:
- Immediate attention-grabbing hook
- Highlight the core problem/pain point
- Introduce your solution and key benefits
- Provide proof points like testimonials
- Make a special, time-bound offer
- Hard-hitting call-to-action to buy/sign up
While aggressive, this template works exceptionally well for things like video ads, promos, and e-commerce selling.
As you can see, each framework lends itself better for certain video types, messaging goals, and audience mindsets. The most effective scripts will often blend different frameworks and elements based on what resonates best.
Step-by-Step Process for Writing Stellar Video Scripts
Ready to start scripting your own video? Here’s a best-practice process to follow:
- Understand Your Audience and Video Goals First, get crystal clear on your target viewer and what you want them to walk away knowing, feeling, or doing after watching the video. This will shape the scripting style, tone, length, calls-to-action, and more.
- Develop the Core Message & Call-to-Action Every good script should have one core message or “throughline” idea distilling down what you want to communicate. Craft a tight, benefits-driven call-to-action aligned to the goal.
- Outline/Storyboard Sections & Visuals Map out the major sections and flow using one of the script frameworks above as a guide. Sketch out the key visuals, multimedia elements, and transitions to reinforce the verbal story.
- Write the Script with Best Practices With the outline in place, write the actual script following video copywriting best practices like:
- Using a conversational, engaging, storytelling style
- Speaking directly to the viewer (“you/your”)
- Varying sentence structure and incorporating pauses
- Following the “show, don’t tell” principle of visual storytelling
- Being concise and avoiding excessive wordiness or fluff
- Get Feedback & Revise Great scripts are refined through feedback and iteration. Share the draft with other writers, your video team, and even a few people in your target audience to gauge if it accomplishes your goals. Tighten up based on input.
While writing an effective video script requires certain hard skills like strong copywriting chops and storytelling mastery, those technical elements only get you halfway there. The real finesse comes in nailing the elusive “it factor” of holding attention in our fleeting digital age.
Mastering the “It Factor”: Tips for Highly Engaging Scripts
Modern video script masters understand that crafting something truly attention-grabbing and memorable requires tapping into more emotive, psychological drivers. Here are some advanced tips:
Tell a Story With Relatability
Humans are wired for stories – it’s how we make sense of the world. The most engaging videos and scripts often follow the basics of storytelling with clear protagonists, challenges, causes and effects, and transformative outcomes.
More importantly, those stories should feel highly relatable to the audience’s own experiences, fears, hopes, and aspirations. Open with a premise they can see themselves in, and take them along a narrative journey with authentic emotional stakes.
“You could be reciting a technically perfect, beautiful script, but if people can’t see themselves in that story and feel the emotion behind it, then it won’t resonate in a truly meaningful way.”
Veteran scriptwriter Steve Andrews
Mine for Emotional Triggers
Andrews notes that analysing examples of advertising campaigns that elicited strong emotional reactions – whether laughter, outrage, or gut-punching poignancy – can reveal triggers to incorporate into your scripts.
“Something as simple as using a nostalgic cultural reference from the audience’s youth or framing the stakes as protecting their family’s well-being can be incredibly powerful when done well,” he explains. “You’re trying to poke at their insecurities and desires in a respectful way.”
Write for Conversation, Not Reading
A common trap is inadvertently writing video scripts the same way you’d write a blog post or article intended for reading silently. Instead, train yourself to write lines for verbal delivery and discussion.
“I’ll often read my scripts out loud and have conversations with myself to see if they have a nice back-and-forth flow,” says script consultant Amy Miller. “It’s amazing how quickly that process can reveal places where the writing feels too formal or rigid for natural conversation.”
Miller also recommends peppering scripts with occasional verbal cues like “Does that make sense?” or “You know what I mean?” to emulate real discussion. Contractions, idiomatic expressions, and varied inflection also enhance the conversational vibe.
Optimize for Device Viewing
Last but not least, script writers should keep in mind the vast range of devices and environments where viewers may be watching. What works on a smartphone screen at the gym is different from a smart TV at home.
Miller suggests “squinting” at your scripts and storyboards through this multi-screen lens. “I’ll ask myself, ‘Is that small caption legible enough for mobile viewing? Will this quiet character moment translate if someone is watching with low volume?’ Consciously adapting for those variables can shape a more resilient script.”
By weaving in these more advanced emotional elements and prioritizing an immersive, snackable multimedia experience optimized for any screen, the world’s elite video script copywriters elevate their work into captivating pieces of persuasive art that can inspire audiences to take action.
But you don’t have to be a grizzled Hollywood scribe to flex those creative muscles…
Examples that Put the Principles Into Practice
Let’s look at some real-world script examples from brands that embody these guiding principles:
Heinz: A.I. Ketchup
Kicking off with the undeniable hook and meme-worthy premise of “Artificial intelligence ketchup?!”, this short script draws you in through curiosity and humour before revealing the delightful insight about Heinz’s brand equity.
The second part reinforces that core message (“Even AI knows that ketchup is Heinz”) through entertaining, visually-driven proof points. Concise, punchy lines keep energy high throughout:
“To create the bold “Heinz A.I. Ketchup” ad, Rethink Canada fed text-to-image program Dall-E 2 the prompt ‘ketchup.’ The result was a near replica of the iconic Heinz Ketchup bottle.”
Short, sweet, and instantly memorable – everything an effective promo video script should be.
Reebok: CrateMaster
This script reads like a dramatic indie film treatment, artfully painting the visuals for a richly textured story about inner-city basketball culture:
“From the first frame, writer and director Kerby Jean-Raymond immerses you in the near-nine-minute narrative…puts you right in the picture by using nostalgia as demonstrated by the following YouTube comment: ‘The nostalgia! Man, I remember the energy, the scent, the scars from playing ball on crates.'”
By masterfully leveraging relatability through universal human truths and cultural touchstones, the script demands attention front-to-back and leaves an indelible emotional imprint aligned with Reebok’s brand values. A masterclass in persuasive visual storytelling.
Details like “a near-nine-minute master class of story-driven video marketing that keeps you hooked until the end” raise curiosity by acknowledging the exceptional length in a bite-sized media landscape.
Ceragon: Product Video
This quirky B2B tech video from Penguin Strategies uses the analogy of ordering burgers to explain a complex wireless networking concept.
It’s brilliant in its simplicity – taking a familiar experience like a meal and cleverly pivoting to an educational story that illuminates the messaging in an engaging way:
“…our would-be burger consumer, using a burger analogy to explain disaggregated wireless backhaul technology…. It also avoids being a generic explainer video by showing the brand’s personality.”
Analogies and metaphors are an extremely effective tool in video scripts for breaking down unfamiliar, technical, or complicated topics in an interesting, easy-to-digest manner. Ceragon’s conversational script creates an “a-ha” learning moment through a mundane lens.
Conclusion – The Heart of Compelling Video Content
In our multi-screen, social-saturated world, video has emerged as the powerhouse content format to master for marketers, brands, and creators looking to truly connect with their audiences in an authentic, memorable way.
However, producing “videos” alone won’t move the needle. The true art is crafting compelling video scripts – the core narratives, emotional journeys, and persuasive hooks that turn passive viewers into engaged, loyal brand advocates taking action.
By understanding the guiding principles of video script copywriting, employing proven script frameworks as a foundation, writing in an engaging conversation-centric style, and weaving in advanced emotional storytelling techniques, you can create video scripts that don’t just capture attention – they captivate.
The best scripts strike the delicate balance between art and science by fusing compelling narratives with rousing calls-to-action. They instantly grab audiences with resonant struggles and payoffs, leading them on a transformative journey unique to their needs and mindsets.
Combine that emotional resonance with the multimedia power of branded colours, imagery, sounds, and animations, and you have a powerful medium for not just communicating an idea or making a sale, but leaving an indelible impression that strengthens your relationship with each viewer.
In many ways, video script copywriting is the new great frontier of persuasive content marketing. Those who can wield words, visuals, and emotion in harmony across video and digital channels will emerge as the preeminent storytellers, brand voices, and revenue drivers of our time.
So start scripting – and get ready to use your words to move viewers.