5 Steps To Writing A Video Ad Script

So you want to make a video and you’re tired of not knowing where to start. We’ve developed a system called FOCUS, which will help you create an amazing script, even if you’ve never done it before.

F – Focus on one core message.
O – One call to action
C – Communicate without impressing
U – Use Words that your targeted listener will understand
S – Start writing

Let’s break down the steps
Step #1 is to Focus on one core message.
This is simple. Do you want to tell your listeners about your office, your great employees, or about your product or service which can change their life?
Decide what the main thing you want to communicate is and focus all of your scriptwriting energy on that. Know what you want to say. What do you want your targeted listener to know? Why are you wanting to make this video? You probably already have an idea of what you want to communicate. If you don’t yet, start general. Do you want to share the results your product or service will provide to your targeted listener? Maybe you have a great subscription idea which can change your targeted listener’s life for the better.

#2. One Call to Action
Do you want them to visit your business locally? Do you want them to go on your website and take a specific action? Do you have a number which you’d like them to call or do you want them to send you an e-mail?
Most people, understandably so, think that if they give their targeted listener as many options as possible then they will at least do something. It has been proven over and over that if you suggest a single call to action then you will get more results.

Think about it and when you’re ready, move to step #3: Communicate without impressing
You probably don’t care that Google has the world’s best search engine. You do care about finding the information that you need quickly and reliably.
The way you impress your listener is by communicating to him or her. You make them feel like you’re inside their head talking to them! Unless you’re a professional comedian, leave humour out of your script.

If we merely try to impress people and get people interested in us, we will never have many true, sincere friends. Friends, real friends, are not made that way.”
— Dale Carnegie, How to Win Friends and Influence People

#3. Communicate without impressing
You probably don’t care that Google has the world’s best search engine. You do care about finding the information that you need quickly and reliably.
The way you impress your listener is by communicating to him or her. You make them feel like you’re inside their head talking to them!
Unless you’re a professional comedian, leave humour out of your script.

#4. Use Words That Your TARGETED Listener Will Understand
You’re not trying to win everybody with one ad. You are, however, trying to win the business of a specific listener. Use words that they will understand and at the same time do not try to sound impressive by using big words which some of them are not likely going to understand because that will not help you get the results you desire.

#5. Start writing
Trying is better than not trying, so start writing and you can improve your script as you go along. Take some time to do something else after you’ve finished writing it and then come back to it. You’ll see it with new eyes. If you’re not feeling great, then do not write until you feel good. Bad energy cannot produce a good script, so yes, start writing but only when you feel good.

There you have it. Follow these steps and you will come up with a better script!

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