From Robert McKee’s Story: Substance, Structure, Style and the Principles of Screenwriting (1997) to The Science of Screenwriting: The Neuroscience Behind Storytelling Strategies (2018) by Paul Gulino and Connie Shears, knowledge is abundant on how to write the best story. It is no secret that a powerful story builds a strong, lasting connection with an audience.
When writing a script for a video campaign, you want to inform your audience about your brand or product. Similarly, you want your video campaign to tell a memorable story. A well-developed script achieves both of these goals. Let's discuss key factors that help us at Plaid Pony Productions tell the best stories every time!
What makes an effective script?
To craft an effective script, you need to determine key messages and goals for your campaign. That way, you can tell a story that not only captivates your audience but also represents your brand and product well!
The best way to start is to narrow down the focus of your video’s story. By knowing your target audience, you can write a compelling narrative that addresses their interests or pain points. Moreover, when you identify what you want your campaign to achieve, you can communicate your message clearly to your viewers.
It is also important to create a clear structure for your story. Your video will have the same parts as a classic story: introduction, body, and conclusion. The start of the video should catch your audience’s attention and introduce your brand or product. The body highlights the product or service, explaining to the audience how they will benefit from it. The video ends by reinforcing the story’s theme and prompting the audience to take action. This way, people will remember your message and want to do something with it. By using a simple structure, you will inform and entertain your audience in an impactful way!
What elements make a script engaging?
Now that you know the structure for an effective script, you’re ready to add the elements that will make your script unforgettable!
You need to catch your audience’s attention right away. A strong hook will achieve this. Your hook can be a surprising fact or a question that ignites the audience’s curiosity about your story. On top of reeling your audience in with the perfect hook, you can engage your audience by using strong characters and precise dialogue. If your characters are in relatable situations, your audience will see themselves in the story. When your characters say something that strikes a chord with your audience, this creates a deep emotional connection. When your audience resonates with your story, they’ll be invested in your brand and ready to complete the call to action.
The call to action is the most important piece at the end of your script. A strong call to action motivates your audience to interact with your brand or product after the video has ended. It should be attainable and direct. Whether it’s visiting a website or attending an event, your call to action should make your audience want to be a part of your story!
In the end, a script with a compelling narrative and clear brand messaging is the most effective way to resonate with your audience. As we discussed in our article on “Why a Strong Script Is the Foundation of Any Great Video,” we’re passionate about storytelling at Plaid Pony Productions. We know it can be intimidating, but trust us. When you develop effective scripts, people will be drawn to your brand’s distinct voice time and time again!
