how to create a script for a video
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How To Create a Script for a Marketing Video – 3 Elements That Increase Watch Time

If you want to know how to create a script for video and learn about the three elements of successful YouTube videos, then keep it locked right here. In this post, I’m going to walk you through the three elements that are key in any YouTube video outline or script.

The three things that if you implement them into your YouTube videos, they will stand a much better chance of success.

Let’s get into the content right away. So, what are the three key elements of a YouTube script?

1. Intro should be hooky

The intro and the hook, basically it’s why should viewers invest their time with you? How are you going to attract their attention, and retain their attention for the critical 30 seconds, the first 30 seconds of your video?

2. Leading with the value

Then obviously, you want to lead with value. You don’t want to start asking people to like, comment and subscribe straight away. You want to be leading with the value, the actual content, actionable content that viewers can apply to their daily lives. You want in some way the content to improve your viewers’ lives in some way.

Now that could be by answering a question, it could be by showing them how to use a product, all of those things, but what it needs to be is absolutely valuable content that is actionable, that’s what the best kind of content is in terms of videos. And that will certainly get people and keep people more engaged for a longer period of time which is obviously great from a YouTube channel point of view.

3. Don’t forget CTAs

Then we get to what’s called CTAs. Now, if you don’t know what CTA is, it’s called a call to action and the outro section of the script. Calls to action are when you’re asking your viewers to do something, i.e you know, please like, share and subscribe, that’s a CTA. Or it could be, you know, please go and download this cheat sheet, that’s a CTA.

Basically, the CTAs are something that you would like your viewers to do after having watched your video. So, you need to understand what the purpose almost of the video is, what do you want the outcome from your point of view to be, and that will then determine what kind of CTAs you will put in place, and also probably when in the video you’ll put those CTAs in.

So that’s a really key part of a video and something that you definitely need to put in. Otherwise, frankly, kind of the videos are just going to be there and they’re not going to be that effective from your point of view, they could be super valuable for the viewers, which is a great thing, obviously, but at the same time we need some kind of benefit as well as business owners and entrepreneurs and video creators.

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How to write your video introduction?

The introduction, no long intro graphics. Try not to get too, you know swept up in creating graphical sequences, because you don’t have that long to engage viewers. They want to know, you know what are they going to get out of it straight away?

So again, don’t start waffling on about a backstory, your backstory, why they should watch you and all the rest of it, because at that point they don’t really, the viewers don’t really care about that. What they want to know is what are they going to learn? Tell the audience straight away why they should stick around in that video, what are they going to gain from it? What are you going to talk about?

Also, you can call out your audience, you know so for example, for a video like this, I might, a lot of the time we’ll be saying, if you’re an entrepreneur, business owner or marketer you know what I mean, I’m speaking to those people. If you’re not anyone, you know, you’re not a marketer, you’re not an entrepreneur, then chances are probably, you’re not going to find the content that interesting.

So it’s fine to flag up who you’re targeting in terms of an audience. And then it’s fine if those people drift off because actually, you’ve not wasted any of their time and actually in the long run, they’ll thank you for it. And you know what, when they do become an entrepreneur, maybe they’ll come back and visit you, and want to engage with some of your content.

Like I said, just now deliver the value first. You need to earn, we need to earn as video creators, the viewer’s attention, they don’t owe us anything. And like I said, you’ve got seven seconds to grab a viewer’s attention. And always approach it from a WIIFM perspective. And if you’ve not heard the expression WIIFM, what’s in it for me? You need to always have your audience front and center in terms of your content, who you’re talking to. If it’s not going to be interesting to your audience, don’t put it in, because they won’t want to watch something that’s not pertinent to the question they’ve asked or the problem that they want solving.

Grab attention

Attention, it’s a huge thing obviously, we are competing all the time for attention, our viewers’ attention.

Now, typically you might think, you know, I’m a YouTube creator. I will be competing against other channels. Well, yes, you will, but also you’re also in competition with social media, Netflix, and frankly anything else that a viewer could be doing rather than watching your video. So that’s why you need to really zero in on providing super value for your clients. And I don’t mean, you know, value in a monetary sense, I mean, value as in content sense. It’s got to be worth their while, investing their time with you.

So don’t ever take your audience for granted. Like I just said, make sure that anything you do in terms of video is worthy of their attention. They don’t owe us anything, the audiences, you know, don’t owe us their attention, we need to earn it. Keep things rich in terms of content and also really punchy. Keep the pace up, flow from one thing to the next and make sure there’s no filler or fluff in it. Concentrate, in terms of structuring or video as well, the temptation sometimes is to try and answer two or three questions in one video. Try and avoid the temptation, if you can, do that.

Video works much better, I’m talking obviously now about YouTube videos. It’s much better if you answer one specific question or you help resolve one specific pain point, just because obviously, there will be a certain section of the audience who want that question answered or share that pain point. If you then go on to ask two or three supplemental questions the chances of that one person wanting to also know those other things is extremely unlikely.

So, keep things simple, keep it, you know resolve one or two pain points per video, that also will help when it comes to the SEO side of things, when it comes to tagging your videos and things like that because YouTube likes videos that answer specific questions. If you answer specific questions within your video, you’ll also benefit from lots of SEO goodness from Google as well. The other thing to mention on this slide is the YouTube running time, the optimum running time is around seven and a half minutes. That is not an absolute rule, but it gives you a guide in terms of the length of time. There are obviously exceptions to that rule.

Putting Calls to action

Calls to action, we’ve talked about those before. It’s when you’re asking someone, your viewer, to do something like share, like, or subscribe, download a cheat sheet or whatever.

So again, I reiterate, don’t go straight in having not you know, you’ve just done an intro to your video, don’t then ask someone to subscribe because frankly, you’ve not told them anything. All you’ve said is hello, and maybe the title, but you’ve not actually given them anything. And it’s I think it’s a really good modus operandi to give first, demonstrate that you know what you’re talking about, demonstrate that value that you can offer them, and then maybe kind of halfway in or maybe even a quarter away in, you can then say, listen, if you’re liking this content, then please do hit the like button and incidentally, if you are getting value from this which I hope you are, please do smash that like button. And also if you fancy more of this kind of content and you think this is really helpful stuff, then I would really encourage you to subscribe to our channel, would love to have you in our community.

So yeah, always lead with value. It’s about give and then get, in that order. You’re also, the calls to action. There are multitude different versions of calls to action. They don’t all need to be in every single video, you don’t want to overload the video with calls to action. And also experiment as well with moving the calls to action within your content itself and depending on what your topics are and also the niche that you’re in, you know that might slightly dictate, you know look at what other people are doing and be inspired by that as well. But the thing to do is not always necessarily leave your calls to action right to the end of the video, because actually, you know that will be when your retention, your audience retention is at its least.

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Where to put your Call to Action?

So ideally you want to have a call to action nearer the beginning of your video so that you’ve got the maximum amount of people who are still engaged with your video, hearing that particular call to action. That doesn’t mean, like I say, you know shoving the call to action, as soon as you’ve sort of said hello in the video, because again, you know, you haven’t delivered any value.

And that actually, the fact that you go in straight into a call to action, what you’ll probably find in the analytics, is that people will just drop off at that point because they’re realizing, listen I didn’t come here to be asked to subscribe when you’ve not told me anything new, or any kind of valuable information that I was after.

Calls to action need to bear in mind, you know the what’s in it for me, side of things. So don’t just say, you know, like, subscribe, do this, do that, do the other, illustrate or or tell the audience why, what is in it for them? If you do like, and subscribe, for example these videos, it’s an indication to me that you know, you’re enjoying and you’re liking and this content is valuable to you, therefore I will create more of it. It’s a feedback loop and that is why, you know, liking and subscribing and all of those good things is really valuable from a content creator point of view.

So yeah, just illustrate what it is, and why the audience should carry out your calls to action. Like I said before, don’t overload your video with calls to action and try and have one or two maximum, per video, in the sense that you can repeat calls to action, obviously not endlessly, but you know, what I’m saying is don’t have five different calls to action because that will just confuse people. You know, you’re going to be obviously creating numbers of videos.

So just alter, you know, maybe these two or three videos can be ones where you’re wanting to get the subscriber numbers of your channel up for example. You know, another set of videos might be much more about trying to drive people to a lead magnet, to download a cheat sheet or whatever, so you get what I mean. You know, don’t try and put all of your CTAs in all of your videos, just pick and choose and decide or one or two CTAs per video and then you can repeat them a couple of times during the video itself.

The outro bit

Then we come to the outro bit. You really want to keep people, you know watching your video right until the end. What you don’t want to be doing, is giving people signals that the video is just about to end because they will just go off and they will disappear. So things like long outro sequences, big old speeches about, well I want to thank my mom, my nan, my hamster, it’s been great, thanks for being here, all of that stuff don’t bother with that, because people will just disappear off again, you’re not really giving them any value at that point.

The reason you want to keep people hanging around, watching your stuff is because obviously you’re continually delivering value to them. Now, what you get in terms of from YouTube is obviously they are interested in engagement. And if you’re producing videos that are keeping people on tenterhooks and staying around right into the end of the video, they are going to push your videos more than other videos with massively long outros, things like that.

Now, one of the things you can do is you can tee up the subject matter for the next video. This is why, for example, batch producing stuff videos wise is a good thing because you’ll know what the next video you’re going to produce is, and therefore you can refer to it, in the video you’re creating at that point. So in that way, you can then also almost do like a mini teaser for the next video, because what you want as a channel owner and as someone creating videos for YouTube is that you want people to click on the following video. You want them to watch, not just one of your videos. You want people to watch multiple videos and keep them consuming as much content as they possibly can, given that the time that they’ve got.

Like I said don’t flag the fact that things are just about to finish. And also, like I said, going back to the whole calls to action thing, make sure when you’re sort of on the outro side of things, make sure you’re crystal clear about your calls to action. The other thing to do in terms of a YouTube optimization thing, and this you do kind of when you’re uploading the video to YouTube is make sure you’re helping your retention in terms of from video to video, by using end cards, and make sure you’re putting end cards which are the little kind of square videos sort of coming up next things that you see at the end of the video, that will also encourage people to stick around on your channel and watch other content that you’ve produced.

Final thoughts

I really hope you have got lots of value from this. We’ve got a free YouTube resource, obviously which is a Bitly link there Business-Growth-With-Video. If you’d like to download a Business Video Guide, go to that URL, https://businessvideo guide.com and ping us your email details, and we will be really chuffed to rush you a copy of the 20 page PDF, that’d be fantastic, I’d hope you’d find that super useful.

To dive into more detail about how to create video for your business, do check out the other videos on our YouTube channel.

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