Developing a Script for a Video

The purpose of a video is to share the value of an idea, a service, a brand, a product, a business, or an initiative in a way that makes people care about it and react to it in a way that prompts them to take action.

To do that we have to take every ounce of information available, distill it down to its core essence, and craft a concise narrative that is worth sharing. This is often a very difficult thing to do because we don't have time to say everything. A typical script is somewhere around 150 words for a :60 second video, to approximately 225 words for a :90 second video.

Because no two videos are exactly alike, script writing isn't a rigid process. It requires some fluidity and nuance for each unique case. However, there are still guidelines we can follow to help craft a concise and memorable script. At ipsoCreative, we employ a template that helps us develop an outline and identify key aspects of the message. That template follows the acronym: P.A.S.T.O.R.

Here is some insight into how we craft our scripts with the P.A.S.T.O.R. template:

P // Person, Problem, Pain

Person — Who is this about? Who is this for? (the audience)
What are they like, how do they act, what do they want, how are they wired? etc. Not just demographics, but also psychographics (attitudes and aspirations).
Problem — What is the problem? What are the barriers?
Why does this problem exist? (cost, complexity, mis-information, lack of expertise, etc.)
Pain — What is their pain? (the felt pain, e.g. confused, afraid, curious, skeptical, in-over-my-head, etc.)

A // Amplify, Agitate, Admit

Amplify — turn up the volume on the pain/problem.
Show them the cost of not solving the problem or addressing the pain.
Agitate — generate a little anxiety. Put your finger on the pain point.
Admit — admit the problem exists; admit that it is real and that you can relate to them; agree with how they feel.
Sometimes you just need to say, “We know how it feels to…”

S // Story

Try to tell a story about the solution, get the heart of it, explain it in a way that draws them into a possible solution.
The goal is engagement and curiosity, what will peak their interest?

T // Testify

Testify about the value
Why does this matter? Why should people people care?
What value does this brand, this business, this product, this message, this service, provide

O // Offer

The offer is how ____ helps you.
“We’re here to help… and this is how…”
Take the value and offer it as something tangible

R // React

Initiate a reaction and provide a call to action (CTA)
Hook their emotions and build their confidence

Working through these questions with the client during a discovery phase helps distill down the message, identify the narrative arc, and is the beginning step to developing a script.