Writing a Script – Aligning Vision, Priorities and Actions
A great video starts with a great script, and oftentimes there is no better candidate to write that script than you – or someone who knows your business. Think about some of the best business videos you’ve seen, for any type of marketing campaign. Sure, they may have had interesting visuals that captured your attention, but it’s likely the story they were telling that kept you watching from start to finish.
Writing a script that really captures your message is a key when it comes to connecting with consumers on a more personal level. It’s a matter of understanding yourself and your vision, and being able to showcase that through powerful words.
Your script should tell a story, but that story should be a reflection of your vision and mission. So, before you put words to paper, it’s important (as a business) to know exactly what the vision and mission is. Whether you’re just starting out, or re-branding yourself, align those things with the message you want to share.
A recent example of a script with clear vision is Panera Bread’s ‘clean eating’ campaign. The company vowed to only use clean foods by the end of 2016, and their commercials, like this one, have been a direct reflection of that vision. It’s clear, concise, relatable, and accurately describes their mission without having to beat it over people’s heads. No matter what your business’ vision, those are important rules to keep in mind if you really want to connect with your target audience.
As consumers, all of us hear thousands of messages every day, so it tends to be the messages with heart and a clear vision that really stand out. It’s not difficult to share those, if you know exactly what your business stands for. When your vision and priorities align with what you want to say, you’re bound to have a great script.