Scriptwriting Do’s and Don’ts for Marketing Videos

Jul 7, 2023

Hey there! So, you’ve set your sights on creating an out-of-this-world marketing video. Let’s cut to the chase: a marketing video is only as good as its script. This is where scriptwriting magic happens. Grab a coffee and let’s chat about the dos and don’ts of whipping up a video script that’ll have folks clamoring for more.

Your Video’s Mission Statement

First, what’s the goal of your video? It’s like plotting a road trip – you need to know where you’re headed. Lay the groundwork by defining a clear goal. Here are some common objectives that marketing videos aim to achieve:

  • Showcase a new product: The world needs to know about your latest and greatest! Highlight the features and benefits that make your product a must-have.
  • Introduce your brand: A “Hello, World!” from your brand. What’s your story? What values does your brand stand for? This is about making a memorable first impression.
  • Provide an explainer: Sometimes, people need a little more info. Maybe your product is comple or you need to educate your audience. Break it down and make it simple.
  • Share customer testimonials: Let your satisfied customers do the talking. Authentic experiences can be incredibly convincing.
  • Spread a heartwarming message: Sometimes it’s not about selling. Maybe it’s a holiday greeting, a thank you note, or a community support message.

Now, take the example of Next Door & Window. They knew that their goal was to establish themselves as experts in their field. So, MACLYN created a series of videos that highlighted their craftsmanship, quality materials, and customer service. They didn’t just tell people they were experts – they showed it.

Questions to Define Your Mission:

  1. What message do I want to deliver? – This sets the foundation of your script. It’s the “what” of the equation.
  2. What action do I want the audience to take? – This is the “why”. Do you want them to visit your website, buy a product, or just have a warm fuzzy feeling about your brand?
  3. How will this video complement my brand? – Your video shouldn’t just be a standalone piece; it should fit like a puzzle piece within your broader brand image and messaging.

Remember, clarity is key here. A focused mission acts as a guiding star for everything that follows in the scriptwriting process.

Know Thy Audience

You wouldn’t talk to your grandma the same way you’d talk to your best friend, right? So, know who’s going to watch your video. Tailor your script to their interests and needs. Understanding your audience is like having a secret recipe. It allows you to connect on a deeper level and deliver content that strikes a chord.

Keep These in Mind:

  • Demographics: Age, location, and gender can greatly influence preferences.
  • Psychographics: What are their values, aspirations, and interests?
  • Preferences: Are they looking for information, entertainment, or solutions?
  • Pain points: What problems can your product or service solve for them?
  • Expectations: What do they hope to gain from watching your video?

Ask yourself, are they tech enthusiasts? Fashionistas? Foodies? Parents? Tailor the script to resonate with them. Use language they understand and appreciate. For instance, if you are targeting young tech enthusiasts, you might want to use trendy language and showcase the latest tech features. On the other hand, if your audience consists of busy parents, you might want to focus on convenience and reliability.

And don’t forget about cultural nuances. If your audience is global, be mindful and respectful of cultural differences.

Now, let’s say you’re a brand in the food industry. Your audience might be foodies who enjoy trying new recipes. To captivate them, you could use mouth-watering dish descriptions, and maybe even throw in a quick and easy recipe tutorial.

In a nutshell, knowing your audience helps you craft a message that’s as satisfying as their favorite dish. When you know what makes them tick, you can serve up content that’s just to their taste.

Strike the Right Tone

Professional screenwriting isn’t just for Hollywood. It’s like blending spices in a gourmet dish – you have to mix in some personality. The tone should harmonize with your brand voice and resonate with your audience. But wait, what exactly is tone? It’s the flavor of your communication; the attitude your words carry.

Possible Tones:

  • Humorous: Tickling the funny bone can be an excellent way to engage the audience. But be mindful – humor is subjective. What’s hilarious to some might not be to others.
  • Inspiring: If your video’s mission is to motivate, go for an uplifting tone. Use storytelling to create an emotional connection.
  • Educational: When providing explanations or tutorials, keep it informative. Be the teacher everyone wished they had – knowledgeable, but not dull.
  • Casual: It’s like having a chat over coffee. This tone works great for a younger audience or when you’re trying to be approachable.
  • Professional: When your audience means business, so should your tone. This doesn’t mean being overly formal, but exuding competence and expertise.

Remember, the tone must be consistent throughout the video. A sudden shift can be jarring. Imagine starting with humor and then abruptly switching to a somber note.

Pro-tip: Aim for balance. Too casual might seem unprofessional, and too stiff might be boring. Think of yourself as the “friendly neighbor” – warm, approachable, but not overbearing. Also, think about the music, voice-over, and visuals – they should all align with the tone.

Tone in Action:

Say, you’re creating a video for a creative marketing agency. You could opt for an upbeat and inspiring tone, showcasing success stories and the creative process that led to breakthrough campaigns.

Lean on Local Video Production

Sometimes you need to bring in the cavalry. Local video production agencies are like your neighborhood superheroes. They know the lay of the land and have their fingers on the pulse of what works in your area. Not to mention, they come armed with an arsenal of videography skills to make your script a visual treat.

Benefits of Local Video Production:

  • Familiarity with local culture: These guys get it. They know the local trends, values, and preferences. This is gold when you’re trying to connect with a local audience.
  • Access to local resources: Need a local landmark as your backdrop? Or maybe a local celebrity for a cameo? Local agencies have the connections.
  • Easy communication: Forget different time zones or cultural barriers. Communication is breezier when you’re in the same area. Plus, nothing beats face-to-face interaction.
  • On-site support: Need some last-minute changes on the day of the shoot? No problem. Local agencies can be on-site and provide the support you need.

Collaborate Like a Pro:

When working with a video production agency, be clear about your goals and vision. Provide them with a well-thought-out script, but also be open to their input. They might offer insights that you hadn’t thought of.

Remember, a local video production agency can be a mighty ally. Whether you’re looking for top-notch video animation, stunning cinematography, or the perfect cast, they can help turn your script into a video that does more than just look good – it connects.

Crafting Characters and Narratives

Creating relatable characters and an engaging narrative can be a game-changer, especially in B2C marketing and entertainment marketing, where connecting emotionally is key.


  • Develop Relatable Characters: Create characters that your audience can see themselves in. Think about their goals, struggles, and triumphs.
  • Build an Engaging Storyline: Weave a story that keeps viewers hooked from start to finish. Climaxes and resolutions aren’t just for movies!
  • Keep the Narrative Concise: Less is more. Keep your story tight and avoid unnecessary details.
  • Have a Strong Opening and a Memorable Ending: You gotta grab attention fast, and leave them with something to remember.

Character Case Study:

Imagine you’re creating a video for a fitness brand. Your character could be someone struggling to balance work and health, embarking on a fitness journey. Show the highs and the lows, and ultimately, the triumphs.

Put It Where It Counts

Your video has to live somewhere, right? Whether it’s Instagram, LinkedIn, or at a conference, make sure your script aligns with the platform’s vibe and audience.

Platform-Specific Tips:

  • Instagram: Keep it short, snappy, and visually engaging. Instagrammers have a shorter attention span.
  • LinkedIn: Opt for a more professional tone. Here’s where you can flex some muscle and not shy away from details.
  • Conferences: You’re talking to industry folks. Go deep, share insights, and spark intelligent conversations.

Don’t Forget the Finishing Touches

Think of this as garnishing a dish. Video animation, snazzy graphics, or on-point branding – these elements can elevate your video from good to “Can’t. Stop. Watching.” Consider partnering with a video advertising agency like MACLYN for that extra pizzazz.

Extras to Consider:

  • Motion Graphics: Adds dynamic elements to your video, making it more engaging.
  • Background Music: Music sets the mood. Choose tunes that complement your message.
  • Sound Effects: These can enhance storytelling. Just don’t go overboard!
  • Quality Transitions: Smooth transitions keep the flow and polish the final product.

Food and Franchise Marketing

For niche markets like food marketing and franchise marketing, customization is key. Your script should address the unique aspects of these markets.

  • Food Marketing: Engage the senses. Use descriptive language. Show that sizzle, and maybe share a secret ingredient.
  • Franchise Marketing: Focus on the brand. What makes this franchise special? Highlight the support and community that comes with being part of the franchise.

Evaluate and Edit

Don’t get too attached to your first draft. Be prepared to make changes. Gather feedback from peers, maybe even from a few members of your target audience.

Evaluation Checklist:

  • Is the goal clear?: Does the script effectively convey the core message?
  • Does it resonate with the audience?: Does the script connect with the audience on an emotional or intellectual level?
  • Is the tone appropriate?: Is the script’s tone consistent with your brand and appealing to your audience?
  • Is it platform-friendly?: Is the length and style suitable for the platform where it will be published?
  • Does the narrative flow?: Is there a natural progression that keeps the audience engaged?

Remember, the script is the backbone of your video content. Take the time to evaluate and refine it. It’s like smoothing out a diamond. Only when it’s polished will it truly shine.

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