How to Write a Video Script Step by Step - Ultimate Guide for Marketers

You’ve just convinced your boss that a new marketing video could skyrocket your campaign results. She loves the idea and says, “Great, go write the script!” Suddenly, your excitement turns to panic: How do I produce an effective video script that truly resonates with potential customers? If you’re nodding right now, you’re not alone.

This comprehensive blog post is designed specifically for marketers who want to craft a well-written video script step by step. I’ll walk you through the entire scriptwriting process, sharing practical advice and mentioning a few video script templates and real-world examples. By the end, you’ll have a structured blueprint to create compelling videos that engage your audience and drive meaningful results for your brand.

What Exactly Are Video Scripts?

Before we break out the pen to paper, let’s clear up one thing: Why are video scripts needed?

1. Clarity of Message
   
   Marketers often juggle multiple campaign goals, brand awareness, product launches, or training videos for internal teams. A robust video script writing plan forces you to define your key objectives, preventing confusion or message overload.
   
   
2. Time and Budget Savings
   
   Pre-planning every scene, dialogue, and audio elements like sound effects or voice-overs helps you avoid costly production mishaps. A polished script means fewer reshoots and a smoother post-production phase.
   
   
3. Consistency Across Channels
   
   If you plan to repurpose your footage as a tutorial video, a promotional video, or short social clip, having one entire script to refer to makes the video production process more consistent. You can easily adapt your script to fit various platforms.
   
   
4. Engaging the Right Audience
   
   With a clear narrative flow, you can speak directly to a potential customer or specific buyer persona. This focus increases the odds of hooking exactly the people you want to reach, whether it’s a two-minute video or a longer, in-depth piece.

Ultimately, a compelling narrative is your secret weapon. It aligns marketing objectives, creative vision, and viewer expectations, ensuring you produce successful videos that deliver real value.

Step 1: Clarify Your Video’s Goal and Audience

Why It’s Crucial

Every script you write should begin with two key questions:

1. What is my ultimate goal for this video project? (e.g., brand awareness, product demos, training videos, etc.)
   
   
2. Who exactly am I talking to? (e.g., busy HR managers, entrepreneurs, or skincare aficionados; if you’re a skincare company, for instance.)

Types of video: Are you creating an explainer video script, a Testimonial video, or a promo video? The answers to these define the tone and direction.

Quick Tips

• Keep it Narrow: Focus on one primary outcome. A script attempting to do it all product education, brand building, lead generation often ends up doing nothing well.
  ‍
• Define a Persona: Give your audience a face or a name. Imagine pitching your video content creation to “Carlos the Marketing Manager” or “Lucy the Franchise Owner.”

When you know precisely why you’re creating this video and who it’s for, your message will hit the right note from the very first line.

Step 2: Select the Right Type of Video and Platform

Matching Format to Goal

• Explainer Videos:
  Ideal for introducing complex products or services in a straightforward manner.
  
  
• Tutorial Video:
  Great for step-by-step instructions, like showing how to use an app or set up software.
  
  
• Training Videos:
  Perfect for onboarding new employees or teaching existing staff about new processes.
  
  
• Interview Videos:
  Helps establish thought leadership or share real-world insights.
  
  
• Promo Videos:
  Short, attention-grabbing spots designed to spark immediate interest or conversions.

Considering Your Platform

Where you’ll publish your video clips also matters:

• YouTube:
  Longer-form content is okay, but you still need a strong hook to keep viewers from bouncing.
  
  
• LinkedIn:
  Generally shorter, professional video marketing content for B2B audiences.
  
  
• Website Landing Page:
  Typically 1-2 minutes, aligned closely with your brand visuals.
  
  
• Instagram or TikTok:
  Ultra-brief, fast-paced content with visual elements that stand out.

Choosing the right type of video and the ideal platform from the start sets realistic expectations for length, style, and tone of voice.

Step 3: Outline Your Core Message and CTA

Distilling the Key Idea

Once you know who you’re targeting and where your video content will appear, zero in on your simple message:

• Write it in one or two sentences.

• Ensure it’s something your viewer can quickly grasp.

• Ask: Will this prompt viewers to take the next step?

Formulating the Call to Action

A CTA is the specific ask you want your audience to fulfill at the end of your entire video: download an eBook, sign up for a free trial, or share your content. Every line in your script format should guide viewers toward that action.

Step 4: Draft a Project Brief

Before typing your first line of script writing, create a succinct project brief. Think of this as your rough outline, capturing the “who, what, and why” of the video project.

What to Include

• Goal: “Increase brand awareness and demo sign-ups.”

• Audience: “Marketing Managers in tech startups.”

• Key Points: Highlight 3–5 key takeaways (e.g., automation features, cost savings).

• Tone of Voice: “Conversational tone, slightly witty, avoid industry lingo.”

• Duration: ~2 minutes total.

• CTA: “Visit our landing page to start a free trial.”

Benefits

• Team Alignment: Share this with stakeholders to avoid mid-project disagreements.

• Easier Reviews: If changes are requested, refer back to the brief: your agreed-upon strategy.

• Time Saver: Minimizes last-minute pivoting once you’re deep in the writing process or have started filming.

Step 5: Build a Story Arc or Compelling Storytelling Framework

Why Storytelling is Everything

Compelling storytelling isn’t just for Hollywood. It’s also crucial for creating compelling video scripts that capture viewer attention and deliver a powerful message. A well-structured story arc helps you tap into emotion - a potent force in marketing.

Popular Frameworks

• Problem-Agitate-Solution (PAS):
  Show a relatable problem, highlight the pain of leaving it unresolved, then present your solution.
  
  
• AIDA (Attention-Interest-Desire-Action):
  Grab attention, build interest, stoke desire, then guide viewers to take action.
  
  
• Hook-Story-Offer:
  A tried-and-true method hook them, delve into the story, end with your offer or CTA.

By choosing a framework, you craft video concepts that flow naturally, making it easier to keep your audience watching until the CTA.

Step 6: Break Your Script into Sections

Creating a Simple Video Outlines

With your framework set, outline your video script into beginning, middle, and end:

1. Beginning (Hook):
   Grab attention with a startling fact or relatable pain point.
   
   
2. Middle (Main Content):
   Introduce your solution, share data, or integrate a Testimonial video snippet.
   ‍
3. End (CTA):
   Wrap up with a concise dialogue that leads viewers to take the next step.

This basic format allows you to see the writing process at a glance especially if you’re juggling multiple types of videos in your video marketing strategy.

Step 7: Write the First Draft

Dive In Without Overthinking

Armed with your video outlines, start writing your first draft. Don’t worry about wordsmithing at this stage, just get your ideas out. If you like, refer to an Educational video script template or your own video script templates for inspiration.

Tips for a Better First Draft

• Use Conversational Language: Write as if you’re speaking to one person.

• Focus on Flow: Ensure each sentence logically follows the previous.

• Avoid Over-Stuffing: Stick to 3 - 4 sentences per concept if possible, reducing the risk of run-on sentences.

• Stay True to Your Brand: If your brand is fun and energetic, show it here.

Remember, no one else has to see this draft. You can refine it during editing.

Sample Script Outline for an Explainer Video Script

Use a two-column script format if it helps you visualize everything from audio elements to graphic effects. Keeping a rough time guideline helps ensure you stay on track for a two-minute video or whatever your target is.

Step 8: Maintain a Conversational Tone

Why It Important

Your actual video is meant to be heard, not read. Viewers often tune out if your lines sound like a stiff memo. A conversational tone keeps them engaged and feels more personal.

Practical Strategies

• Use Contractions: “We’re” instead of “We are.”

• Speak Directly: Use “you” and “your” to create a consistent tone.

• Short Sentences: Facilitates clarity and natural reading flow.

• Personal Touches: Ask rhetorical questions “Ever felt that way?” or “Sound familiar?”

This approach ensures your compelling narrative resonates with viewers, especially if you’re explaining complex ideas.

Step 9: Remember Length and Structure

Word Count Versus Video Time

A good rule of thumb: 150 words = ~1 minute of spoken dialogue. So, if you’re aiming for a two-minute video, keep your final draft around 300 words, adjusting slightly based on your speaker’s pace.

Keep the Focus Tight

You have limited time to make an impact. Stick to the essentials. If a line doesn’t propel the story or highlight a crucial benefit, consider cutting it. Time is precious, and today’s viewers tend to scroll on quickly if they sense filler.

Step 10: Edit and Polish Thoroughly

Editing for Substance

• Check Alignment: Does every point tie back to your project brief?

• Ensure Logical Flow: Transition smoothly from problem to solution.

• Eliminate Redundancies: Remove repeated phrases or irrelevant tangents.

Editing for Style

• Simplify Jargon: Replace industry lingo with everyday words.

• Maintain Consistent Tone: Don’t abruptly shift from casual to overly formal.

• Watch Sentence Length: Aim for 3 - 4 sentences max per paragraph, this helps avoid losing the reader’s attention.

Pro Tip

Consider reading your script backwards sentence by sentence to catch awkward phrasings you’d otherwise miss.

Step 11: Conduct a Verbal Run-Through

The Table-Read Technique

Print your entire script or display it on a screen. Read it aloud. If possible, bring in a colleague or video script writer to listen for clarity. Pay attention to:

• Pacing: Does anything feel rushed or too slow?

• Pronunciation: Are there words that trip you up consistently?

• Natural Inflection: Identify areas needing more emphasis or a pause.

Tweaks That Arise

This is where you’ll spot issues like flowery language that doesn’t fit or dialogue on paper that sounds robotic in real life. It’s also a chance to refine lines where visual elements or sound effects might be better than words.

Step 12: Incorporate Visual Notes and Post-Production Details

Two-Column Script Format

Professionals often use a two-column document:

• Left Column:
  What appears on screen (e.g., video testimonials, animations, text overlays).
  
  
• Right Column:
  Narration, dialogue, or voice-over.

This helps your Video Editor know exactly how to synchronize compelling videos with audio. It’s especially useful if you’re dealing with Interview format or Testimonial videos, where camera angles and speaker cues matter.

Why Storyboards Help

Even a simple storyboard with stick figures can guide the creative process for your video production process. Jot down video scenes, transitions, and note any special sound effects you plan to include like a short musical sting or an audience cheer. This visual plan will make your post-production workflow smoother.

Two-Column Script Template Example

Use this or a similar Educational video script template to align visuals with dialogue. You can adapt it for Animated videos, Interview videos, or any other types of video content you produce.

Wrapping Up and Next Steps

Congratulations! You’ve walked through the step guide for writing an effective video script, from pinning down your goal to refining your concise dialogue for a final, polished finished product. By clarifying your purpose, choosing the right type of video, developing a compelling narrative, and considering visual elements alongside audio elements, you set the stage for a stunning video that captures attention and drives results.

Bringing Your Script to Life with Studio by Gan.AI

Once your script is polished and ready for production, consider using Studio by Gan.AI to transform your words into impactful videos. Studio simplifies video creation by letting you:

- Record your script and generate personalized versions for each viewer

Think automatic name insertions, dynamic backgrounds, with voice cloning and lip-sync for seamless personal touch. 

With Studio, you can produce engaging marketing videos at scale, saving time and boosting audience connection. 

Plus, its AI-generated landing pages let you host your videos in a branded environment, perfectly complementing your distribution strategy and amplifying your campaign’s success.

The best part? You can get started for free!

Making the Most of Your New Script

1. Record a Practice Video:
   Even a phone-recorded rough cut can reveal pacing issues or monotone delivery.
   
   
2. Gather Feedback:
   Show it to peers or a small focus group, maybe a video for beginners if your audience is new to the topic.
   
   
3. Plan Your Distribution:
   Will you post to YouTube, LinkedIn, or embed on your site? Decide this ahead of time so you can tailor your final output.

Final Encouragement

Video script writing is a blend of art and strategy. By following these step instructions, you’re merging the creative process (tone, storytelling) with business goals (CTAs, brand messaging). As you practice more, you’ll find your scripts, be they marketing video scripts, tutorial video content, or even an explainer video script, become crisper and more impactful.

So the next time a colleague says, “We need a new video script pronto,” you can confidently say, “No problem! Let’s map out the scriptwriting process and get this show on the road!”