By Gery L. Deer
The Bricks Agency
One of our particular areas of expertise at The Bricks Agency is in developing television and video scripts. Even the simplest video should be properly scripted with a focused message and play into the overall marketing strategy of the company.
Often when marketers get an idea for a video or commercial, the focus is on video quality and production value with little attention paid to the message being conveyed. Time and time again, I see professionally produced videos that seem haphazard, as if someone had the idea this morning and shot it that day.
This also rings true when someone gets the opportunity to appear on a live television program, not as a “news” subject, but on a morning show or other “lifestyle” entertainment program. Although the producers of the show have control over the segment, you can help to ensure your message is promoted accurately by providing a well-written base script. The lead in, that part of the segment read by the host to introduce the spot, is of utmost importance.
Like the headline of a newspaper article, it sets up the tone and direction for the segment. You should provide this material to the show producers yourself, even if they choose not to use it, because it gives them a better understanding of your content purpose. At The Bricks Agency, we can provide assistance for this kind of TV appearance as well, under our Public Relations services.
As for your self-produced videos, like any marketing piece your video production should serve to promote the company message so the same considerations should be taken into account as any other advertising. Even if you’re working with an agency or video production crew, insist on a well-planned outline or full script. Here are 5 (of many) suggestions for creating better video scripting.
- Who is your audience? As always, audience is primary in developing your message and getting the response you want. Make sure you understand the full demographic of the consumer for your video, from age and economics to professional position and industry. This is important, not only in crafting your script, but also in planning the distribution of the material.
- What’s the goal of the video? Are you trying to activate a call to action or just providing information? Either way, your video should include some form of response communication method – a website to visit, email address, phone number – something.
- Emotional Connection. Even the most bland corporate video, if well made, offers some yank at the emotional state of its audience. Just as a TV commercial for an animal charity tugs at your love for man’s best friend, a corporate video might speak to the stress you feel when a process or procedure is not working well and the film offers a likely solution.
- Relevant Narrative. Your video must convey a relevant narrative. It’s always best to tell a compelling story wherever possible, but if you can’t do that in the confines of your video, then at least make sure your narrative is relevant and clear. It should start with a single message, a “main idea” if you will. Begin by writing out what you want to convey to your audience and narrow that down into 10 words or less.
- Track The Call to Action. Everyone will tell you to include a call to action in your video, and rightfully so. But in order to determine ROI or general effectiveness, you should also include a way to track your responses. There are a number of ways to do this, such as a coupon or discount code. But you can also use a landing page on your website with a distinctive domain name or a unique telephone number or email address specific to this message.
Here is an example of a scripted video spot created as a video ad to run on TV and on screens at a baseball park. The Bricks Agency created the content and script and Dayton Dragons Baseball handled the video production.
Another example is scripting for an appearance on local or national television; as a news interview, but during a lifestyle or entertainment program you might see in the morning or daytime. Often, the show has only a minor script required generally focused around what is read by the host from the teleprompter to set up the segment.
Here’s a segment I did recently on the WDTN-TV program, “Living Dayton,” a live, noon-time lifestyle show based in Dayton, Ohio. As a regular contributor to the program, I create the content for the segment, provide the base material, including scripts for the opening prompter, and any photos, video or bullets or full screen information required for the piece.
If you’d like your video productions to have more impact, contact The Bricks Agency today for a review of your project. You can email us at firstname.lastname@example.org or call 937-510-9194.