The Science Behind Flawless E-Commerce Brand Video Script Writing

When Arthur Miller wrote the play, The Crucible, he meant it to be performed. And it was. Eventually, it became a movie as well. Miller’s play had a message for Americans in the early 1950s, and his work achieved a bit of notoriety, something which today we might consider “going viral.”

Authors and playwrights are artists, and their work falls into categories of the fine arts. Literature is meant to be read; plays are meant to be performed. Scriptwriting, even for marketing purposes, is also an art form. It requires creativity, a message that is clearly delivered and well-received.

But there is also a science to scriptwriting for brand marketing. If that “science” is not taken into account, the video will never reach its audience, much less engage and motivate customers to buy.

The Importance Of Video Marketing

Consumers today are in a hurry. They don’t want to read lengthy marketing text, extolling the benefits and value of products. They are on the go and on their mobile devices. When benefits and value can be presented via video, they are far more likely to stay engaged. In fact, research has shown that human brains process visual content 60K times faster than printed words. And one study from Social Media Today shows that a full 72% of a company’s customers state that they prefer to learn about products and services via video.

No e-commerce company can engage in marketing without using video. Some studies show that users spend up to 2.6 times more on sites with videos. This does, however, present a new challenge. How do you make your video stand out from among those being produced by competitors? It’s not just a matter of the visual features. It is also very much a matter of the script that is produced.

Here’s where the “science” of scriptwriting comes in.

Unpacking the Science of Marketing Video Scriptwriting

1. The Plan:

Every hard or soft science project must begin with a plan. The same goes for scriptwriting. In this case, the goals of the video must be detailed. These will include: who the video is produced for, how and where it will be published, and what call to action will be presented as a takeaway to the viewer. And the overriding goal is that your video script and the ultimate video does not “look” like a traditional ad.

2. Research The Audience:

All marketing pros continuously keep an eye on their audiences. As a business grows, its audience expands. Also, as times change, so do audience behaviors. This is where data science comes in. There are now tools that will crawl all over the web and gather and organize information on specific groups of consumers, based upon questions a business wants to be answered. Among other things, data science will point to new suitable audiences, as well as provide information regarding their values, principles, and what they enjoy in the way of entertainment, inspiration, etc. These things will help with the tone and style of your marketing video scriptwriting.

3. List The Stories You Can Tell:

If you have watched any of the major insurance company TV ads in recent years, you understand the appeal of storytelling. Flo from Progressive Insurance, the GEICO gecko, and the Aflac duck all have “adventures” of sorts. You may not have such adventures, but you do have stories to tell – about your company, your customers, about your employees, and, most important, about the value your product or service brings. These are the topics from which good video marketing scriptwriting comes.

4. Match The Tone and Style Of Your Brand With The “Personalities” Of Your Customers:

There is a huge difference between a video crafted for Rolex watches and Red Bull energy drinks. And the script for these will vary significantly in sophistication, language, and tone. Be certain that you not only honor your brand “voice” but that the tone and style are a match for your audience preferences.

5. Research Your Competition and Related Niches:

What types of videos are getting the most play among your competition? If you study the scripts of these, you will gain insights into what “works” and what does not. You will also get ideas for writing scripts that will engage your audience.

6. Research Statistics On General Video Successes:

There’s a lot of data and statistics of videos used for marketing purposes. For example, a video used specifically to present products or services and their values is most successful when it is under two minutes in length. As you craft your video marketing scriptwriting, keep this in mind.

7. Think About The Visuals To Be Used:

Is the video going to show still shots while the script is read? If so, then you need to think about who will create the graphic design tasks and what they should be. Will it involve live actors? If so, who will they be? Once you have your written script, study it and those of others who have crafted similar-type scripts. You will have a much better idea of the visual style that is best suited for your message. Just remember – if the visuals are not appropriate or poorly done, your script will lose value and engagement.

8. Review and Revise Your Script:

What you don’t want in your script is “fluff.” You have a message to impart, and it must be simple, clear, and direct. Anything that “muddies” or detracts from your message is not relevant and should be deleted. It’s always a good idea to get a second set of “eyes” involved. RushEssay writing company has creative script copywriters, in addition to its academic writing services, though many do not know this. Barring using an outside resource, have some colleagues take a listen and provide suggestions. Getting rid of the non-essential script will also shorten the length – always a good thing.

9. Take A Serious Look At Your Call To Action:

You have three things to do in your marketing video scriptwriting - introduce your product or service, show how it will solve a “problem” for your audience (your value proposition), and then tell your audience members what you want them to do. That call to action is a critical piece of your script, so do not make it “fuzzy” or unclear.

10. Establish A Publishing Calendar:

Scriptwriting for video production takes more time than simply writing a blog post. It will be important to set a calendar that fits these in with the other marketing content you create and publish. Setting a calendar for this content will keep you on track for production.

A Case Study In Great Marketing Video Scriptwriting

In 2012, Michael Dubin and Mark Levine met at a party. Part of their conversation involved the high cost of disposable razors and the inconvenience of remembering to stop at the store to get them. Out of this conversation came Dollar Shave Club, a subscription service to inexpensive razors, delivered to customers each month. The website was launched in April 2011, with an opening marketing video, with Michael Dubin as the actor. Take a look at the video, and then we will discuss its elements.

Here are the critical elements of the Dollar Shave Club video:

1. Quick introduction of the company and what it offers.
2. First statement of value to the audience – much lower cost than store razors.
3. The second statement of value to the audience – shipped right to their door every month; no more inconvenience of stopping to purchase from a store.
4. Resolution of a pain point – forgetting to stop at the store and being forced to use an old, dirty razor.
5. Call to Action: Stop forgetting to buy razors and paying too much – go to DollarShaveClub.com – the party is on!
6. Language Style and Tone: Matches the audience (millennials and now Gen Z) – they appreciate this type of humor too, and the one curse word doesn’t bother them at all. The style and tone are also perfect for a new startup in the 21st century – a bit “snarky” and irreverent, but not overly so.

It should also be noted that this video went viral within hours – so much so that the company sold out of its stock within a few days. It was a professionally produced video, but it cost a total of $2500 - not a bad price for a company that ultimately had a net worth of billions when it was sold to Unilever. Your video may not reach these heights, but this is a prime example of how a scientific approach to marketing video scriptwriting can engage.

The Wrap

Marketing video scriptwriting involves both art and science. Art is a creative endeavor. But all of this “art” is worthless unless you can adopt a scientific approach that gets you to the right audience, that engages and appeals to that audience, that stands out among the competition, and focuses on the three goals – introducing the product or service, demonstrating its value and solution to a pain point, and then presents a compelling call to action.

About the Author:

Dorian Martin is a writer, editor, and proofreader with years of experience. He also applies his writing skills while writing a case study or research proposal for a major thesis writing site. His specialty is in the areas of business and marketing. When not at work, Martin enjoys subjecting his friends to gourmet cooking experiments and participating in biking marathons.