Chapter 4: The Script

Now comes the work of putting pen to paper. Our goal in writing a script is to communicate the value of the brand, business, or product in a clear, concise, and memorable way. This is a lot harder than it sounds. We must make intentional choices to keep the script succinct, communicating the priority message.

Because no two videos are exactly alike, script writing is not a rigid process. It requires fluidity and nuance for each unique story. However, there are guidelines we can follow to help craft a script.

Person, pain, and problem

• Highlight the person, pain or problem in the first few sentences
• Make your audience feel cared for
• Be creative

Testify

• Why does this matter?
• Communicate proof of the value
• Testify to how your solution works, and how it has worked for others

Amplify, agiTATE, ADMIT

• Turn up the volume on the pain
• Agitate and hook their emotions
• Admit the problem exists and show how you relate to the audience

Make an Offer

• "We're here to help, and this is how..."
• Turn the value into something tangible
• Build confidence in what you are providing as a solution to their pain