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.

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Person, pain, and problem

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


  • 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

Commit to a story

  • Get to the heart of it
  • Explain your solution as a scenario
  • Engage and build curiosity

Invite them to respond

  • Initiate a call-to-action
  • Connect the intro with the conclusion
  • End with a reason for them to respond