How to Write Persuasive Video Scripts Do’s, Don’ts, & Examples

How to Write Persuasive Video Scripts: Do’s, Don’ts, & Examples

Written by Rishabh
Written by Rishabh

Rishabh leads the content strategy at Content Beta, an on-demand creative video and design team for Tech & SaaS companies.

Let us start with a comparison –

Navigating the B2B world with a script for video production is like playing chess – it’s strategic, thoughtful, and always three steps ahead.

But why do some videos glue us to the screen while others make us click away faster than you can say “Next”?

The secret lies in a balanced mix of humor, facts, and tactical points, all presented in a way that sparks curiosity and engagement. Imagine a video that not only informs but also intrigues, making the viewer think, “Hmm, interesting!”

Think about it: Where every marketing effort could mean a deal or a dud, how do you ensure your message clicks with a corporate audience? Facts are your friends, but how you deliver them can turn a yawn into a “yes”? It’s all about blending wit and facts.

A great video production script template possesses the following attributes

  • Amplifying key pain points
  • Highlighting the product’s hero features
  • The balance between visual and audio
  • Attention-grabbing hooks relevant to the video’s topic

And let’s not forget about the power of a well-placed call to action. It should encourage your audience to take the next step. With a mix of analytics and customer insights, your video script can transcend from good to ‘growth-driving.’

It’s about crafting a narrative that not only informs but also inspires action – turning viewers into active participants in your business story.

Table of Contents

What is a Video Production Script?

A video production script is a detailed blueprint for a video, much like a script for a play or movie. It outlines everything that will happen in the video, including dialogue, scenes, camera angles, etc.

Video production script writing is crucial for planning and producing an effective and engaging video. Check out the different parts of a script:

For B2B marketers, a video production script is particularly important for several reasons:

  • Clarity of Message: A well-written video production script ensures the video’s message is clear and targeted.
    How does it help?
    In B2B, where communication is often about complex products or services, a script helps keep the content focused and understandable.
  • Consistency: A video production script allows marketers to bring in key branding elements consistently throughout the video.
    This includes –
    The company’s tone of voice, key messaging, and visual style ensure the video aligns with the overall brand strategy.
  • Efficient Production: With script writing for video production, the process becomes more streamlined.
    How?
    It acts as a guide for the production team. It reduces time and resources spent on re-shoots or edits that might be caused by unplanned content or changes in direction.
  • Measurable Objectives: By outlining the goals and key points in the video script example, marketers can better measure the success of the video.
    How so?
    Whether it’s to increase awareness, generate leads, or educate customers, a script makes it easier to align the video content with business objectives.

In short, a video production script is a foundational tool for B2B marketers to create effective, brand-aligned, and goal-oriented video content.

Why Do You Need Scriptwriting for Video Production?

A lot is at stake for B2B companies to grab a healthy market share. Let us look at some statistics to understand why it is important to write a persuasive video production script template and, in turn, create compelling videos.

Here are some statistics by HubSpot and Demandsage that help us understand why we need to focus on a successful video production script.

1. 66% of consumers have engaged with video materials such as product demonstrations, reviews, frequently asked questions, and unboxing videos to gain knowledge about a brand or product. (HubSpot)
2. 38% of marketers indicate that the initial stages of video creation, which include brainstorming ideas, scriptwriting, and casting, take up the most time in the video production process. (HubSpot)
3. 47% of marketers say video marketing is moderately important to the overall marketing strategy at their company. (HubSpot)
4. 86% of video marketers claim that video successfully generates leads. (Demandsage)
5. 3.1 billion people consume videos on the internet daily. (Demandsage)

A video production script should have a strong premise, compelling narrative, and clear message to engage with your viewers on YouTube, websites, and social media sites such as Facebook or Twitter.

A compelling script captivates audiences on platforms like YouTube, Facebook, and Twitter. It also adapts well to emerging trends like video sharing through emails, press releases, and landing pages.

Moreover, recent trends suggest that people are not averse to the idea of sharing videos through email.

Thus, a persuasive video production script is not just a component of the creative process; it’s a tool that shapes the success of video marketing. It significantly influences a company’s market presence and consumer engagement.

How to Write a Video Production Script?

What makes a B2B video successful?

Well, there are a few key things that make a B2B video engaging and captivating: strong storytelling, catchy graphics, and engaging visuals. Sounds complicated?

Don’t worry—it is not impossible to create a successful B2B video without any experience or filmmaking expertise. You need some creativity and an understanding of how to grab the attention of your audience.

In other words, you need a video script format to engage and captivate your audience.

So, let us begin by:

1. Researching the Topic

Before you write a single line of your B2B script template for video production, think of what is important for your audience to know.

  • First, gather all the product or service information you can find.
  • Next, simplify technical jargon so that viewers will understand it easily.
  • Make sure the script showcases key points.
  • Include on-screen explanations to help illustrate your points.

2. Start with a Hook/Interesting Premise

When you write your video script writing template, think of ways to capture viewers’ attention and keep them engaged throughout your video. Here are some obvious questions:

  • What products and services are you offering?
  • What problem are you solving?
  • Why should your audience care?
  • Why is it important to your audience?

This B2B video on weather intelligence, created for Tomorrow.io by Content Beta, talks specifically about how to create alerts and explains the process step-by-step.

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Making a video for B2B & SaaS products needs a different mindset.

3. Concentrate on Storytelling

When it comes to creating engaging content, the key is to focus on the story. Crafting a story that captures your audience will take some effort, but it is well worth the trouble.

For example, if you are releasing a new product or service, you can include footage of people using it in real life. This will show your audience that the product is worth investing in.

If you are making a product demo video, try to include a customer’s testimonial. Another way to keep your audience interested is by featuring interesting people or personalities in the video.

4. Be Clear and concise in your Writing

Scripts decide the success of your video marketing campaign. A good video production script can ensure your video is entertaining and engaging from start to finish. Therefore, you should consider the three factors listed below:

  • Make it easy for your viewers to follow along using simple, easy-to-understand language.
  • Use simple and concise explanations, strong verbs, and an active voice to convey action and encourage viewer participation.
  • Use engaging visuals in the script to illustrate your story.

5. Be Creative and Innovative

B2B videos can sometimes feel monotonous. While it is important to stay true to the story you are trying to tell, it is also rewarding to be creative and innovative with your video script.

As most videos follow a tried-and-tested formula, you should not be afraid to explore new and interesting ways to explain your product differently.

For example, instead of the usual linear narrative, try using a reverse storytelling technique. Start the video by showcasing the successful outcome or the end goal achieved with your product. Then, work backward to reveal the challenges and how your product played a pivotal role in achieving that success.

Video Production Script Template

Here below are two examples of Video production script templates that you can use:

Sample 1

Title:

  • Hook: Start with an attention-grabbing question or statement about a common problem or need in the industry.
  • Visual: Close-up of the speaker; video title and a catchy graphic or animation.

Introduction Slide:

  • Intro: Briefly introduce the topic and what the video will cover, including the benefits of watching.
  • Visual: Zoomed-out shot of the speaker; text highlighting key objectives appears on the screen. Also, add logo animation to keep in line with branding.

Main Scene 1: Primary Feature:

  • Content: Introduce the first major feature or benefit of the product/service.
  • Visual: Zoomed-in shot of the speaker; key points as text on screen; supporting visuals (e.g., product shots, animations).

Scene 1 Example:

  • Example: Demonstrate the feature in action or present a case study.
  • Visual: Zoomed-out shot; relevant images/animations complementing the narration.

Main Scene 2: Secondary Feature:

  • Content: Discuss the second major feature or aspect of the product/service.
  • Visual: Zoomed-in shot; key points as text; additional supporting visuals.

Scene 2 Example:

  • Example: Show a practical application or testimonial.
  • Visual: Zoomed-out shot; related images/animations.

Main Scene 3: Additional Feature

  • Content: Highlight another important feature or benefit.
  • Visual: Zoomed-in shot; key points as text; more supporting visuals.

Scene 3 Example:

  • Example: Provide a real-world example or user feedback.
  • Visual: Zoomed-out shot; context-related images/animations.

Recap Scene:

  • Summary: Recap the main points and reinforce the solution provided by the product/service to the initial problem.
  • Visual: Zoomed-in shot with supporting text or abstract visuals summarizing the content.

Final Scene with CTA:

  • Call to Action: Encourage viewers to take the next step, whether it’s visiting a website, signing up, or another specific action.
  • Visual: Zoomed-in shot; CTA text or button/link appears on the screen.

Note: This is just a sample script, and many elements, like zoomed-in shots or CTAs, can vary depending on the intent and aim of each video. (For example, CTAs can be audio instead of a button/link; sometimes, there are no narrators in the video, etc.)

Sample 2

1. Introduction & Problem Identification:

  • Visual: Start with engaging imagery or animations relevant to the topic.
  • Voiceover: Introduce the topic and highlight a common problem or challenge faced by the target audience.

2. [Company ] Solution:

  • Visual: Showcase [Company’s] tools, features, or services that address the problem.
  • Voiceover: Briefly describe how [Company] provides a solution, focusing on key features or services.

3. Benefits & Practical Examples:

  • Visual: Illustrate the benefits with examples or use cases.
  • Voiceover: Explain the benefits of using [Product/service], supported by real-life examples or hypothetical scenarios.

4. Customer Testimonials (Optional):

  • Visual: Include customer testimonials if available.
  • Voiceover: Share brief customer experiences or success stories.

5. Call to Action & Closing:

  • Visual: End with a call to action (e.g., website link, sign-up prompt) and the [Company] logo.
  • Voiceover: Encourage viewers to take the next step and conclude with a closing statement thanking the audience.

Here is another template example that is simpler and easier to edit and change according to how you want it.

Video Production Script Example

Creating a compelling video production script requires a balance of creativity and clarity. Here below are two video production script example:

Example 1

Time Scene Audio (Narration) Video
0:03 Title Slide "Welcome to the Recurly product tour." The Recurly logo and video title appear along with a screenshot of their app interface.
0:05
0:12
Introduction Slide "Recurly helps direct-to-consumer businesses launch, adapt, and scale subscriptions."
"Here's how you can grow faster, smarter, and stronger with Recurly."
Screenshare of interface highlighting key objectives like 'Plans and Pricing,’ ‘Churn management,’ etc.
0:17 Main Scene 1: Subscriber Acquisition "Accelerate subscriber acquisition. Quickly launch new offers and confidently experiment with flexible plans, pricing models, and promotional tools." Key points are the text and visuals of flexible plans and pricing models.
0:28 Main Scene 2: Subscriber Relationships "Build long-term subscriber relationships. With a single view, you can send automated, personalized, and contextual communications throughout the subscription experience." Text on screen; supporting visuals of communication tools.
0:40 Main Scene 3: Payment Strategy "Make it easy for subscribers to purchase as they like with a seamless, secure, and scalable payment strategy." Key points are the text and visuals of the payment system.
1:26 Recap Scene "Recurly works with leading global brands to grow their subscription businesses." Supporting text or abstract visuals summarizing the benefits of Recurly.
1:32 Final Scene with CTA "Let’s start the tour." Shows brands who worked with Recurly and then ends with the logo on the screen.

Elements common throughout the video include

  • Floating graphics.
  • Engaging narration.
  • Integration of brand colors.

This is how the video will look after the final edit.

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Example 2

The example below is taken from Wistia, and it highlights some of the elements you can add. Putting important words in bold, mentioning the midroll link, marking the text that will show up on the screen, etc., is clearly marked.

The above video script example guides you on how to convey your message and engage your audience effectively. They are scripts and lessons in storytelling, pacing, and audience engagement tailored for the screen.

Video Production Script Writing Tips

The primary objective of a B2B video is to help your viewers learn something new and valuable. So, make the narrative relatable because if it is not, it won’t be persuasive.

A B2B video production script, whether an explainer video, a promo video, or a product demo video, should always keep the target audience in mind while writing, shooting, editing, marketing, and promoting a video.

Here are some broad script-writing guidelines to keep in mind:

A video script should be simple and easy to follow, with a clear beginning, middle, and end. In addition, it should:

  1. Move fast: Keep the video production script to a maximum of two minutes, which means you should get to the point at the earliest. If it is an instructional video, provide as much information as possible in a short amount of time.
  2. Be concise: The less time viewers spend thinking about what you are saying, the more time they will have to focus on your product.
  3. Use visuals: A video script writing template need not be all technical and boring. Use graphics, voice-over, and transitions to make it interesting.
  4. Use humor: A video production script with humor can be more engaging and entertaining for viewers. But exercise caution when you use jokes. (avoid all offensive or sensitive content)
  5. Follow best practices: Your video script writing should use short sentences, have an interesting title, and be SEO-optimized (use professional SEO services).

Conclusion

Before we conclude, it’s important to recognize that videos are crucial for any business, ranging from B2B startups to large software companies.

In inbound marketing, your script writing for videos should run smoothly and efficiently. This means creating scripts for your marketing videos should be streamlined and straightforward.

It’s important to ensure that every step, from brainstorming ideas to finalizing the script, is done in an organized and effective manner. Think of each sentence as a step that helps guide your viewers along their journey with your business.

It’s all about catching their interest, turning that interest into a real desire for your product or service, and finally, encouraging them to take action. However, you must write a compelling script to make engaging, informative, and entertaining videos.

Now that you know how to write a persuasive video script format, we hope that your B2B business will use video marketing to take your software business to the next level.

Frequently Asked Questions (FAQs)

The key elements of a persuasive video script are –

  • a clear message,
  • a compelling story or narrative,
  • a strong call to action,
  • an understanding of the target audience.

It’s essential to engage viewers emotionally while presenting logical arguments or benefits of the product or service.

A persuasive video script should be around 1 to 2 minutes, enough to convey the key message without losing the viewer’s attention.

Common mistakes in video script writing include –

  • a lack of clear focus,
  • overloading with information,
  • neglecting the target audience’s interests,
  • failing to include a strong call to action.

Additionally, overlooking the tone and pace of the script can also lead to less effective communication.

A one-minute B2B video script will have a word count of 140 and 150 words, accounting for all the elements of a video, like on-screen text, intros, transitions, etc.

To create an effective video script, focus on highlighting the unique value proposition of the software, addressing specific pain points of the target audience, and showcasing tangible benefits.

Using clear, jargon-free language and storytelling elements to make the script relatable and engaging also adds value to the audience.

Content Beta