Never produce a video script that reads well on paper. NEVER unless you want to have something that sounds like a brochure read aloud. Dialogue is night and day different from written language. If the grammer and structure looks great on paper, throw it out!



1-     ALWAYS Have A Call To Action

Nothing can get your visitor’s attention like video. Once you have that attention, use it to get movement and action

When you heat up water and it becomes steam, you can use that steam to make a big noise through the train whistle or you can use it to move the train itself. It’s up to you – get their attention and then bore them to death, or get their attention and ask for movement and action. In other words, ALWAYS ask for the client to click on the video to take an action or on a specific button, or visit a specific page next. NOTE: If you don’t know what they should do next, how can your audience know what to do next?

2-    Keep It Short

A visitor can tell the difference between a 30 and 60 second video in the first few seconds. One is down to business and action oriented while the other sounds like the host on the Turner Classic Movie Channel. You should never have anything longer than 30 seconds (that auto plays) on the home page. If your message takes longer than 30 seconds, then direct them to another page and start the second installment there. Out of our thousands of streaming videos, I can tell you that when they are 1 minute or longer, that average viewing length drops to 75% of the video length or less. For 30 second videos (or shorter) the average viewer watches 90% of the video or higher.


3-    Read Your Script Aloud

Once you have written the script, read it aloud to somebody you are NOT comfortable with. This way, if the script doesn’t sound conversational, you will feel

awkward and it will become evident that you need to change the wording. Truly exceptional dialogue looks really dumb on paper. The sentences and rhythm are broken. The arguments are points that are simple and straight forward, not complex and eloquent. The last thing in the world you should sound like is a spoken version of your brochure. WARNING: Never produce a script that reads well on the page. Written content is night and day different than Human speech.


4-    WIIFM – (What’s In It For Me)??

Everything about the script should address benefits for the visitor. If you want to say that you’ve been in business for 30 years, then you’d better explain exactly why that benefits your clients. If your script sounds like a spoken version of your company brochure, then the only people who will “like it” are the ones on your payroll, who have to like it.


5-    Avoid Hype and Ad-Speak Like the Plague

If you want to be sure that NOBODY listens to or believes a word your video spokesperson says, just put a bunch of statements in the script like, “We have the best service in the business”, “We guarantee your satisfaction”, or anything else you have heard thousands of times on the TV and radio. If you wouldn’t say something in a normal conversation, then don’t have your spokesperson say it. If the viewer hears too much hyperbole, they will mentally check out and disconnect from the rest of the message.


6-    Read Their Minds (Who’s across the table)

You can easily read your visitors’ minds. Just do some Google analytics research on the most common keywords people use to find your site. If you were at a party and two people 10 feet away mentioned the real estate crash, and you were interested in the housing market, you would suddenly be more interested in what they were saying. You might take a step or two in their direction to get closer. This is why you need to mention the most likely keywords in the first sentence. Follow it with a credibility building statement and then ask for action.