Scriptwriting for corporate videos usually follows a path, and we can break this down into a series of notes.
Corporate video scriptwriting: The brief
Your client should hand you a written brief, or you may be asked to work with them to develop it.
The brief will help you understand:
- The objectives of the video
- The target audience
- The conditions under which the video will be seen by the target audience for example at an exhibition, at a conference, on the company’s website, or as part of an online training package
- What action does the client want the viewers to take?
- What, in the opinion of your client, would motivate them to take the appropriate action
It’s also a good idea to get an estimate of the budget. Not necessarily in money-terms, but you should certainly get an idea of how many days shooting have been planned. This will include days on and off-site, along with the footage they intend to shoot.
Corporate video scriptwriting: Select the tone of voice
In the main, you should keep the tone of voice simple and conversational. Use vocabulary the audience understand. That means jargon or buzzwords are out. Unless, of course, the video is targeted solely at technicians, in which case commonly used jargon is acceptable.
Corporate video scriptwriting: Beware the committee!
At the start of the project, ask the person providing you with the brief, if they have the authority to sign-off the script. If they say ‘Yes’, ask is there going to be a committee involved behind the scenes.
If they say ‘No’, ask who will have the authority to sign-off the script.
In either of these cases, prior to starting work on the script, you should circulate a document containing the objectives, target audience and media to be used, along with a ‘fleshed out’ structure, for approval. It’s best to hear about different opinions at an early stage, rather than when the script is ‘finished’.
Corporate video scriptwriting: Beware of storytelling!
One thing you might be asked to do is create a marketing story arc. ‘Telling a corporate story’ is a trend that I believe, started with big corporations in the US. Even though I’ve written corporate videos that tell a great story, I must say that not every video demands this treatment. However, if you have a series of case studies, or if your client runs a company whose customers hate advertising and marketing with a passion – think millennials – then by all means go ahead!
Multinationals can experiment with storytelling videos as a way of supporting their brands in a subtle way. Smaller companies simply don’t have the budgets and must take a more direct route. So having got the brief, decided on the tone of voice, and sorted the storytelling issue. What next?
Corporate video scriptwriting: Beware of pain points!
‘Pain points’ are management jargon for ‘identified problems’.
Avoid the ‘pain point’ trap of starting a product or service sales video by running through a load of problems the viewer already knows they have.
Once, I watched a 2-minute corporate video, which started with 1min 30 seconds of serious customer problems. The name of the company arrived at 1 min 35 seconds and the rest of the video contained solutions.
I call it ’empathy’ copy, trying to set the viewers up and get them onside by telling them things they already know. It’s a waste of time, and business people haven’t got that much time to waste.
I’d have stopped watching after 20 seconds. Too negative. The viewer needs to be enthused because, and from the off, they must be hearing about things that are good for their business.
Corporate video scriptwriting: Get the structure right
So, get straight to the point.
First, say what the company is, and what it does, showing that it has an impressive track record of doing it successfully. This lays out the base on which your video will build. Keep this section as short as possible.
Try and build in an overview of what the video is going to offer. For example:
‘XYZ has all the high-quality fire safety equipment your company and workforce could ever need.’
From then on, it’s all about what the company can do for its customers. Which is all they care about!
Itemise the key products or services in turn and stress the benefits they bring. Work through them in the order of importance to the customer. If it’s a product video, you could just deal with the main product groups. Use animated captions or some other graphic device to break the sections up.
Don’t get into too much detail. Don’t overwhelm your audience.
Close with a clear Call-to-Action, possibly with a bonus for calling immediately, and end with a caption held for 30 seconds detailing how to contact the company, providing that was one of your objectives.
Corporate video scriptwriting: Running time
People often say that when it comes to scriptwriting, less is always more.
I know people who have said they want a 5-minute video, before they’ve even talked through the objectives and the scenario in which it will be shown.
My approach is that the script should cover the points needed to achieve the objectives. Then stop.
Also, you need to consider the interest levels of the viewer and how the video will be shown. If it’s a 10-minute online training video, they will have to watch it all if they want to pass the exam. If it’s on YouTube, they can ‘skip’ after 5 seconds. If it’s being shown to a company conference, no one can get up and leave, but, nevertheless, the script must be clear, concise motivating and deliver the original objectives.
Audience interest levels must also be assessed. I remember a marketing executive giving me the ‘no longer than three minutes’ line. This was probably because the machines the company were making were not her all-consuming interest.
But this executive was an excellent amateur showjumper. So, I said, ‘if there was a video that was 20 minutes long showing how to cut 15 seconds off your round time, would you watch it? The answer, of course, was ‘Yes’. So just bear that story in mind when you’re estimating running time.
Corporate video scriptwriting: Incorporating interviews
If your script is going to contain interviews with the CEO, or customers or employees, record the interviews before you finalise the script. This avoids words or concepts being repeated, and you can write the narration to move smoothly into the interview.
I remember, once, on local TV news, the studio announcer said, ‘There’s been an explosion at Newtown Flour Mills, which people have been saying was an accident waiting to happen’.
The programme then cut to a recorded interview of an employee of Newtown Flour Mills which he started by saying, ‘This was an accident waiting to happen…’
If an interview is free-form and natural, expect there will be a lot of editing. Alternatively, you could provide a crib sheet with the topics you want covered and give copies to both the interviewer and the interviewee..
Corporate video scriptwriting: More than narration
The finished video will involve more than words for the narration. There could be graphics, captions, animated graphics, music and sound effects. Where possible, indicate where these extras should be inserted in your script. These should be ‘suggestions’ as, usually, you won’t be involved in the decisions.
Another point, don’t make your video ‘wall-to-wall words’. Give your words time to breathe. Where possible, let the visuals take over.
Corporate video scriptwriting: Using subtitles
You may want to suggest subtitles if:
- The video is being shown overseas
- The video will be shown on the web, particularly YouTube, where some viewers watch videos with the sound off, for example, if they are working in an office
- The video will be shown at an exhibition. Nearby stands have been known to complain that continuous repetition over a number of days can drive them insane.
Many people prefer subtitles as they improve levels of comprehension, even if the video is in their native language.
And, of course, you must always consider people with impaired hearing.
Corporate video scriptwriting: Script layout
Difficult one this. I have developed my own way of laying out scripts which isn’t officially recognised by anyone!
All I can say is that, in over 20 years, I’ve never had a corporate client who couldn’t immediately understand what was going on.
I’ve always found it difficult to follow the two-column layout template, which splits the video into visual and audio parts. But it’s up to you.
Corporate video scriptwriting: Reading through
From the moment you finish a presentable draft, you should begin reading it aloud. You will almost certainly have to make amendments because the written word is a different animal to the spoken.
All videos go through a range of revisions, and you should be prepared to amend, read and check every one.
If you can, towards the end of the process, get someone else to read it through. Remember, you’ve been staring at the words for hours – ‘wood for trees’ syndrome!
Before everything is signed-off, check your script against the original brief.
If the script meets the objectives, and everyone is happy. You’re done!