7 Quick Copywriting Tips for Marketing Videos That Sell

We have many clients that are interested in creating marketing videos for pre-roll advertising, technical demos, social media and explainer videos. In fact, it’s the explainer videos and technical demos that seem to be the most popular. Because the subject matter can take some insider knowledge, our clients often feel that they should write the first draft themselves. If you’re in a similar situation and need some quick advice, here are a few tips to help make the scripting process as easy as possible.

1. Stay on topic.

Be sure to tell the audience what you’re going to talk about, then stay on topic. The best way to do this is with a simple outline so you can check to make sure your message points have continuity.

2. Highlight the benefits.

Don’t forget to highlight the benefits to the audience. As you explain what your company or product does and how it works, be sure to address how other solutions will help the viewer do his or her job better. How will it make life easier? Streamline operations? Improve profits?

3. You’re speaking to people.

The most important thing to keep in mind is that you’re “speaking” to people watching and listening the video, not writing a detailed document. As you write, try to imagine talking to two people sitting across the desk from you.

4. Be conversational.

Use everyday conversational language and avoid marketing speak. If there are specific industry terms needed to zero in on a point, that’s okay, just don’t frame them with phrases like “one of a kind”, “best of breed” or “high tech”. This language is overused and make folks tune out.

5. Be concise.

Since you have a lot of ground to cover in a short time, try to be as concise as possible. The audience will have an easier time remembering the points in the piece.

6. Show them the goods.

If you want or need to refer to a specific screenshot or set of visuals in your script, feel free to do so. The designer will make sure it’s represented in the most effective way and using the right brand style to keep your marketing video looking professional.

7. Don’t overwork it.

Once you’ve finished your script, find a quiet spot and read it aloud to a peer. How does it sound? How long is it? Are there run-on sentences? This is the true test of whether you’ve written for the spoken word. Take in their feedback but avoid over working your script. When you have that first draft, share it with your design agency.

If you keep these quick tips in mind, your script is bound to be a success. And if you’re interested in a little more advice, this post explains the principles around framing a message with the right content and context for your audience.