| Wes Benter 
A blank page is to a script writer what a blank canvas is to an artist. Each key stroke might compare to a brush stroke. Like a painter who pulls from his imagination, you might draft a script drawn from what you already have in mind before you ever head out into the field to shoot and grab the elements. The downside to that approach is you run the risk of tunnel vision – keeping your eyes peeled for only those "scripted scenes" and overlooking more natural, fun moments you never could have anticipated. It’s these moments in video marketing that can transform a data- or information-heavy message into compelling, easy-to-understand, and profitable content, as seen in our Intermedia-MultiVu Creative Services case study. To get there, though, you need to tell your brand story in a creative way. Start with these five steps to write a script that impresses viewers and converts leads. Organize Your Script’s Elements Generally, a simple video script is divided into two columns: the left side for video, the right side for audio. On the left side, you also create notes for the editor. This will include shot selection, text that should appear on screen, and special effect instructions or transitions. The right side is where your script appears. It includes everything that your voice-over talent will eventually record into a microphone. The more detailed and precise your script, the better for everyone involved. Identify a Likable Character and Open with a Good Lead Give your audience someone with whom they might identify. The character should be likable. Let your imagination run wild here; your character doesn't have to be a person. In a world where viewers can skip your video after the first five seconds, you want to make sure you snag their attention. Talk to your shooter (or if you shot it yourself, think back). What was the most visually appealing shot the crew gathered? What about sound? Did one of your interviews provide a soundbite so profound it made the hair on the back of your neck stand on end? Use it! 
Write to Your Soundbites, Touch Your Video and Let It Go You interviewed people for a reason. Choose the best soundbites – as you would quotes for a print article – and write around those selections. A quick word of caution: I suggest you limit the soundbite to eight seconds. Recall that attention spans are limited. It's a good idea to keep your finished product short. Holding soundbites equally accountable will leave room for additional voices. Writing for video is different than drafting a piece of content. You don't have to describe every last piece of footage. Instead, let a shot establish a scene. Use your words to describe it. Then let your video breathe and allow your viewers time to take in the rich images. Your narration should help advance the story while your video maintains the overall storyline. Don't Drown Your Audio At times, silence is golden. Otherwise, if we're talking about something, we generally like to hear it. Music can help drive a piece, but to blare it at the expense of your natural sound does the story no justice. I also suggest people shy away from taking one music track and laying it throughout the entire video. Instead, break it up. Cue music where you need it. Kill it where you don't. Keep It Simple You want to keep your words short, direct, and on-point. A sentence that contains 44 words is no longer a sentence. It has burgeoned into a paragraph. As a general rule, I challenge folks to limit sentences in their scripts to no more than 15 words. That's generous too. I worked in a newsroom where the executive producer banned sentences longer than 12 words. I digress. Use an active voice as opposed to a passive voice. The best example is one we may all remember from the third grade. Instead of saying, "The ball was thrown by John," you would say, "John threw the ball." Finally, don't try to cram all of your messaging into a short video. Instead, use your call to action to entice your audience to learn more. Download Intermedia Boosts Campaign Visibility with Award-Winning Video to see how this provider of cloud business applications turned an information security report into an animated video that drove views, earned influential media pickup and converted traffic into leads. The lessons they learned will lend insight into your own script-writing success. Author Wes Benter is a senior online community services specialist at ProfNet, a service that connects journalists with expert sources. He previously worked as a creative producer for PR Newswire's MultiVu. Prior to that, Wes worked on-air as a reporter and weather anchor for network affiliates in the Midwest. Learn more by following him on Twitter @WBenter. | 
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