Transcripts
1. Introduction: Hi, I'm Nicky. In this class, you'll learn how to write a 30-second video script. You'll learn how to work out what you need to say, how to say it in the most effective way and hydro write it in a way that works for video. Video is a powerful marketing tool. And the demand for quality content, it's constantly rising through to be able to craft an effective video script is a useful skill to have, whether it's to create content for yourself, a business, or a brand. Videos may seem simple to create from the outside. There's actually a lot more thought and consideration that goes into a script than people realize. It's like a creative problem-solving task for different elements me to work together to communicate a message in its most simple form. So I thought I'd break it down into simple steps. So it's easy for anyone to master. I have a degree in advertising, a master's in communication designed, and 10 years experience working as a copywriter. The brands like Google, Facebook, and Nike. In this lesson, I'll show you the tricks and techniques that I've picked up along the way to craft coffee that really works. I know a lot of great writers who really struggle when it comes to video scripts. And that's because usually have to say more by writing less. But if you follow the steps in this class, I'll show you how to be set up for success. You don't need to have any prior knowledge or experience to take this class. But if you do have a specific video in mind that you know you want to create. Keep a pen and paper handy, jot down any notes, inspiration, ideas as we go along. Because they might come in handy later on.
2. Define Your Message: So the first step in writing any video script is to define your message. And that means working out exactly what you want your video to achieve. So this point, don't worry about what it's going to look like or what it's going to sound like. You really just need to think about that key message. And that is a perfect place to start. This exercise can be broken down into two parts. The first is research. Put simply, do you know what you're talking about? If you've been given a brief, this is the time to deep dive into it. If you're writing about a product, this is the time to learn about it. If you're making a video about a particular subject, read up on it. Make sure you're fully informed and that you know what you're talking about. Because if you don't, no one else will. The second part is to really think about the purpose of your video. What do you want people to do at the end of it? Do you want them to visit a website, buy a product, or simply feel a certain way. This is called a CTA, call to action. What action do you want someone to take the second the video finishes? Knowing how you want the video to end often helps when you're trying to write the beginning of the script. It gives you something to aim for. Understanding the topic of knowing the purpose of your video gives you a much stronger foundation to start with. Before you've written any words. You know, why you're making the video and what you want it to achieve. You're not just creating content for the sake of it. So you can't go too far wrong.
3. Tell A Story: Once you've figured out what you want to say, the next thing is to really think about how you're going to say it. And the best way to do this is by telling a simple story. Of course, at this point, everything you decide will depend on what you're trying to achieve, who your audiences, and what they're going to find most engaging. But don't worry, your story doesn't need to be too big or too clever. It just seems to be a logical progression from 1 to another. Here are some ready-made frameworks that you can use to help turn your messages into stories. Problem, agitate, solution. This is a good framework for videos that help sell, as well as educational videos. Problem. You start with a problem that your viewers are facing. For example, got dirty carpets. Agitate. You, then agitate by identifying the underlying pain behind the problem. And why it makes users feel, for example, embarrassed to have friends over because of the mess. Solution. Then finally, you solve the painful problem. For example, by our carpet cleaner. And not only will you have clean carpets, but you won't be able to keep your friends away. This simple 1, 2, 3 framework really helps you think that the user in mind, rather than focusing solely on the benefits of the product. Before, after bridge. This is another simple framework that offers both structure and flexibility when writing scripts. Before you start with the current situation and make sure it's negative. For example, tired of feeling stressed. After. We then imagine what life could be like if it was good. For example, imagine feeling relaxed and calm everyday. Bridge. Finally, you reveal how people can move from before to after. For example, download this meditation app and see high daily practice changes the way you feel. This framework. You just positivity to intrigue the viewer into finding a more four P's. The four P's is a useful framework when you don't have a problem to solve. It stands for promise. Picture proofs. And push. Promised. You start with a big promise that will make your viewers pay attention. For example, want to know how to impress your friends on the tennis court. Picture. We then picture what life would be like if that happened. For example, imagine winning and earning instant bragging rights. Proof. We then provide an explanation of how you can make it happen. For example, with online classes, you'll learn the skills you need to play. Finally, you recap the offering and tell viewers what to do next. For example, take your tenants to the next level and sign up for a class. This framework helps create compelling content through a solid structure. My advice is to use these frameworks as guidance and inspiration. But make sure they don't restrict your thinking. If there's something you really want to say and there's a specific way you want to say it and a reason you want to do it that way. I say go for it. For me personally. I always like to think of the beginning and the end first and then work out in the middle after that. So at the beginning, I'll be thinking of ways to grab people's attention to make it interesting, exciting. And then at the end, I'll be thinking of something that's actionable, really clear, really concise, and then middle. I think that's the bit where you can have fun and do what you want. But just remember that every script is different. Every writer is different. And just see what works best for you and the best way to tell your story.
4. Understand The Format: So once you've defined your message and you've outlined your story, you can then do the fun creative bit where you actually turn it into a video script. The first thing to understand is how long thirty-seconds Really is. When most people that haven't written a script before I sit down to write one, they usually end up with a paragraph of text that looks like this. In reality, this doesn't work for a video script. And nine times out of 10, the copy will be too long. And video spirit needs time and space to breathe. The goal is not to fill out for thirty-seconds with dialogue. Usually time to take it all in. So don't bombard your audience with too much information. At the start. You might take a couple of seconds for a little intro music to set the scene nor provide context of what's about to come. In the middle. He might want to build a comfortable pace. Our rhythm pattern in right work time to create a long poles. To emphasize a specific point. You might want some time at the end, the final logo or website URL to sit on the screen. So people have the opportunity to digest everything they've just seen and heard. By the time you consider all of these valuable moments, the time left for words is even shorter. So when it comes to writing a 30-second script, my biggest piece of advice is less is more. A typical rule of thumb for video script is two words per second. That means for a 30-second video, you should write 60 words script or less. This guy is based on the average reading speed. And it's important to keep us close to it as possible. So you don't write more content and you can fit into your video.
5. Craft Your Copy: Once you've got a good understanding of the format you're working into, then it's time to start crafting your copy. This creative process takes a number of steps. The first is to just start writing. You've already done so much hard work. You've defined your message. You've come up to the story, you understand the format, the next bit, the funding, bring all of that together in the shape of a first draft. Don't overthink it. Use your gut. Use your instinct. First year olds creativity and just start writing. It doesn't have to be perfect. But it's much easier to develop a script when you have words on the page to work with. This is the moment you start to see how your video might come to life. It's okay that starts off a little long. Things will get shorter and tighter as you work on it. A good tip is to read your script allied and time yourself. Reading at a natural pace. We'll give you an early indication if you have room to play with or if you need to cut the copy die. The goal is to have your script flow smoothly from line to line rather than signed in Jordan. If you can read it easily without it sounding forced. That's a good sign. Pay attention to how long it takes to read where inflection and emphasis falls. And any awkward phrases that you trip over. Your readings should highlight any areas that could be improved.
6. Consider On-Screen Words: Once you've got your first draft on and you're happy with it. Think about any accompanying words that you might like to see on screen. Assuming your script is working as a voice-over, you might want to highlight key words, phrases, or stats within the visuals. This can be a clever way to provide an example or add more detail. It can also help keep your voice over shorter. If it replaces some of the content in your script. Just bear in mind. And it can be difficult for people to read and listen at the same time. Keep the on-screen coffee as short as possible. When I write my video scripts and make sure it's very clear in my Word doc, which copy is for the voice-over? Uh, which copy is to be represented on screen? I make sure it's visually clear. For whoever is reading the script. It could be designers, voice-over, artists, clients, anyone. So it needs to be something that anyone can understand. Top tip, I gray out the on-screen copy so it isn't too distracting against voice-over. This means people can review it easily and focus on the story as a whole without disruption.
7. Work With The Visuals: Once you have a good idea of your voiceover script and any words that you might like to see on screen. The next thing is to think about any accompanying visuals or signs. When creating a video, you've got more than just words to play with. Your story may also be communicated through images, music, graphics, editing. So it's important that all these elements work seamlessly together and nothing repeats itself unnecessarily. For example, if the visual shows a white dog with a blue color, you don't need to say it in your. But the balance between voiceover and visual can be even more subtle than that. For example, if the scene was creating an atmosphere of stress and worry, and your script might not need to suggest it. Your words should always add more to what's on screen. Challenge yourself to say something that cannot be seen or read. Unless of course, you're doubling up for dramatic effect. For example, at the end of the video, a website address may be read aloud as well as appear on screen. As it's the most important takeaway for the audience. And the writer wants them. Remember it. If you have the opportunity to collaborate with someone else on this project, this is the time to do it. Whether it's a designer or a filmmaker, collaboration is key. Creative people points off each other, and that's been the best ideas come. There may be clever ways to copy can complement the visuals, or ways the visuals can boost the coffee. Maybe the visuals move in a specific way inspired by the choice of words. Or maybe the words can adapt to make more of the imagery. This involves a bit of back and forth. Most effective videos are ones where the coffee and visuals work seamlessly together. Don't be afraid of feedback and don't be afraid to step out of your lane. If you, the script writer, have a clever visual idea, speak up equally. If a designer or anyone else gives you copy suggestions and listened to their opinion, you would be amazed how valuable a fresh pair of eyes can be. You'd also be amazed on many designers I've worked with that have absolutely nailed the best line in the script. Everybody's input is valuable and the result will always be better for it. Every word, every second counts. To make sure you push, to make sure you're getting the most out of your 30 seconds of video.
8. Sleep On It: Once you're happy with your script, it's a really good idea to take a step back and come back to it the next day. Sleeping on it can make all the difference. With a fresh pair of eyes. You can really judge your work, see if you're happy with it. If there's anything you want to tweak or change, It's usually pretty obvious the next day. Or in fact, another thing you can do is get somebody completely new to read it for the first time. It's amazing what their perspective can have on your work. Although it can be difficult to receive feedback at this point, try to embrace it. Trust me, I feel there. I know you don't want to hear it. I know you've done all the hard work, but take it on the chin, add in those final touches and you'll be really happy you did before you signed it off. Make sure you ask yourself these questions. Does the script communicate the core? Does it tell engaging story? Will resonate with the audience. Doesn't include a compelling call to action. Is it clear and simple? If the answer is yes to all of these questions, then you can consider that a job well done and a 30-second video script, well-written.
9. A Live Example: This is an example of a 30-second video script that I wrote for a company called the girlhood. Girlhood is an organization that helps young women profit personally, socially, and financially from their creativity. The brief was to create a short film to encourage young women to aim high and use their talents to succeed in the creative industry. My script is made up of 45 words. I wanted the overall tone to be confident and empowering. This is why the script works as a storyboard. I wanted the visuals to be creative and colorful. Adding to the punchy feel of the script, you can see where I visually pulled out some of the words within the script for extra impact. I was taught to always try and make your copy, sing to make the words dance off the page. Used varying sentence lengths to keep it interesting. Use rhythms and rimes to bring your script to life. You can think of the words as colors on the page or notes of a song. For example, I used verbs to inspire action, alliteration to create a beat, repetition, to build Rhythm, and rhyming words for poetic effects. When things come together and work, you will find a natural flow. And that's when you know, you've got it. This is the final outcome of my 30-second script. Open your eyes. Now, is your time. Make a change. Changed the game. Be bold, be brilliant. Create something for yourself. Make something of yourself. Make friends, make money, make a name. Inspire. See how far you can go to the girlhood. I want an ad can award for this short film, which celebrates using creativity as a force for good.
10. Final Thoughts: You know, I know everything there is to know about writing your own 30-second video script. So whether you're making a video for yourself, a business, a client, you can follow these simple steps and be confident that you know exactly what to do. From working out what you want to say, to figuring out the best way to say it. You know, I have all the skills and knowledge you need to be able to produce a really good video script. Take your time, Thanks logically. And you can create something you're really proud of. This is your opportunity to get your ideas across. Be confident in your own ability. My final words of advice are less, is more. Keep it simple and enjoy it. If you enjoy writing it, someone will enjoy reading it. Thanks for taking this class. If you find it helpful. Follow me for more copywriting inspired lessons.
Nicky Anstice, Creative copywriter
