It takes more than great graphics. Make sure you excite them not bore them. Learn how to write scripts that hook your audience and make them take the action you want. Find more resources like this at http://www.technoledge.com.au/b2b-marketing-trends.

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Video is a fantastic medium for explaining complex
technologies. In fact, other than using moving or static
graphics, how else will you explain concepts and
relationships you can’t see?
Great videos need more than great graphics. A terrific
script will ensure your viewer gets your message and
knows what action next to take, rather than being
dazzled by brilliant imagery and doing nothing.
Think before you write
You need to do some preparation first, so get a
Coffee and a comfortable chair and think about these:
 What’s the purpose of the video (company
introduction, technology overview, case study
interview, new product release, product demo)?
 Where will the video be used (website, blog, EDM,
face to face)?
 Will you repurpose the content or part of it (where
and for what purpose)?
 Who is the target audience (and what do they know
about you now)?
 How and where does this video fit with the rest of
your content strategy?
 Will this video stand on its own or be part of a series?
Now you’re ready to look at the elements for your script.
Understand the elements
Video scripts (or storyboards) are usually divided into
audio and video columns; visual descriptions are in the
left column and words on the right. For long videos (say
10 minutes up to documentary length) the script will
serve as the blueprint for the video production.
For 2-3 minute videos (the length you need for blogs,
websites and EDMs) you probably won’t need to give the
videographer a lot of instructions. He’ll know what
he’s doing. You just need to focus on what you want
to say and give him a copy. This sort of script will be
more a ‘narration script’ to which images will be added.
The basic elements of a simple video script are:
 Concept—how you’ll tell the story, such as voice
over image
 Structure—how it will be sequenced
 Content—what material you’ll use
 Style—how you will say it i.e. your ‘voice’
Use a proven formula
As with face-to-face presentations and other
communications with a purpose other than telling a
story, these are the basic steps to structure your story:
 Introduce yourself
 Tell them what you’re going to tell them.
 Tell them what they’re going to get out of it.
 Tell them how your product or service solves a
pressing problem they have.
 Sum up the main points.
 Add a testimonial.
 Call to action, and close.
7 Rules for Compelling Video Scripts
It takes more than great graphics

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Now let’s look at the 7 rules that could make or break
your video script.
Rule 1: Remember less is more
Few people will make the time to watch a 10 minute
business video, so don’t risk it. Short 2-3 minute videos
with succinct messages are more effective and likely to
be watched to the end. The viewer can see the length
of the video before he hits ’play’ so keep it short, or
he’ll exit without viewing.
If you have a product or service with many features
and benefits, don’t cram them into one long video.
Make several short videos instead. People have short
attention spans. Don’t ask them to remember more
than 3 key points. They won’t.
Rule 2: Open with a bang
You have to get the viewer’s attention in the first 20
seconds. That’s how long you have to say ‘Hello, I’m
John King and I’m going to show you how document
automation software will reduce your document
creation costs by 90%.’ Keep it short and impactful.
Rule 3: State, explain, example
State each of your 3 points, explaining each time what
you mean and give an example. This is especially so
with complex concepts, so relate what you do to
something everyone will understand, such as, this
example of security software:
 The software can neutralize zero day malware
attacks
 Malware is identified by the way it behaves rather
than by its signature
 It’s like a policeman watching someone because
their behaviour is suspicious, not because they’ve
broken a law.
Rule 4: Be very clear
Writing for video is quite different to writing for print,
because:
 Your viewers must understand every sentence
right away. It’s not like re-reading a sentence.
They’d have to go back and play it again—and they
won’t.
 You have no headings or paragraphs to help with
structure of your story (but you can insert text).
You need to ensure clarity, that is:
 The audience must understand everything right away.
 There’s no ambiguity or confusion.
Rule 5: Keep it simple
The rules for good writing apply even more to writing for
video. People process messages a few words at a time, so
short sharp messages have maximum cut through.
 Use short sentences and phrases with few words.
 Use short, punchy words e.g. use not utilise.
 Avoid complex sentence structures (that sound like
commas, colons or brackets are needed)
 Leave room to breathe (and for viewers to process).
 Avoid the temptation to cram in more information
(stick to simple messages).
 Use pauses to for their comprehension and your
transitions.
You’re writing for the ear not just the eye, so read your
script out loud to make sure the words flow smoothly.
Rule 6: Make smooth transitions
There are no headings or paragraphs in speech, so you
must pay attention to your transitions - from introduction
to main message, from one point to the next, from the
last point to the summary.
Fading out from one idea to the next is the old way to
transition. These days video-makers jump-cut, sometimes
out of synch with the dialogue. Make sure your
transitions are smooth, natural and barely noticeable.
Rule 7: Have one call to action
Every story needs a good ending, yet how many
Hollywood films have you seen that failed to reach
logical, convincing conclusions?
In business videos, endings need to be simple and
succinct. Recap the main points (no more than 3), then
issue the call to action and make sure there’s only one.
Be very clear what you want the audience to do. ###
References
http://www.mindspring.com/~mmm/10point.html
http://www.mindspring.com/~mmm/element.html
http://www.acsellerant.com/tag/video-script/