You’ve seen a bad one before; clunky writing, acting that’s so horrific that it’s funny (when it really shouldn’t be), and video that runs forever! It’s easy to identify a bad corporate video, but how do you write a good one?
Below are some handy scriptwriting tips on how you go about doing that:
Structure, structure, structure
Most good writing has structure; ALL good scriptwriting does. Whether you are writing a video script for internal or external communications, you are trying to convey a message.
Adhering to the Three-Act Narrative Structure is key to achieving your communication goals.
Act One: The Setup
Start by introducing your setting and characters, quickly followed by the main conflict or problem. Take the prologue in Shakespeare’s Romeo and Juliet for example, “In fair Verona, where we lay our scene, from ancient grudge break to new mutiny… a pair of star-cross’d lovers take their life”.
Unlike Shakespeare, you may only have 10-15 seconds (if that) to grab your audience’s attention, so engaging your audience in act one is vital. You can do this by presenting and framing your problem, for example, a script for a hair-loss product may start: “There’s a new proven way to regain hair-loss”.
Act Two: Confrontation
This is where you flesh out your storyline and your characters confront their problem and struggle to achieve a solution.
Possible solutions to the problem arise, but so do further complications. For example, in the movie Thelma & Louise, the characters struggle with the issues surrounding going home and back to a normal life and conclude they must keep driving to Mexico.
When writing a corporate video script, as with any other sales copy, you should effectively apply the AIDA (attention, interest, desire, and action) sales model.
Now that you’ve already grabbed your audience’s attention, act two is where you motivate them to keep watching. Encourage them and stimulate them to reach your grand conclusion in act three.
You can do this by creating suspense; alluding or suggesting that the solution to the problem is just around the corner.
Act Three: Resolution
The climatic end to your story. Your characters resolve their problem; your prince slays the dragon and rescues the princess.
Or in the case of your corporate video, you show your viewers how to solve their problem — a call to action (“contact us for more information”, or “buy now” are good places to start).
The Coen brothers may not be directing your corporate video, however adhering to a simple three-act structure will ensure that you lead your audience on a journey, convey your message clearly and achieve your communication objective.
Want more tips on how to create a good corporate video script? Need some help editing, proofreading or fine tuning your masterpiece? Then contact the talented team at Avion Communications today.