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How To Write A Script For A Promotional Video?
- Laurence Scott
- Jan 4, 2023
- 3 min read
The Art of the Script: How to Tell Your Story in 3 Minutes
Writing a script can feel a bit intimidating. Even for a simple three-minute explainer video, there are a million different directions you could take.
But don't worry—as your local, friendly video team, we guide our clients through this process every single day. Here is the exact framework we use to write scripts that feel natural, authentic, and highly effective at connecting with your customers.
Step 1: Hook Them in the First 5 Seconds
You only have a fleeting moment to grab your audience's attention before they scroll past or click away. That’s why the very first line of your video is the most crucial.
We always like to start with a "hook"—a short, punchy statement designed to challenge, inspire, or intrigue the viewer.
Real-World Examples of Great Hooks
To give you an idea of how this works across different industries, here are three hooks we’ve used for our clients in the past:
For a Carpet Cleaner: "We wash our clothes differently depending on the fabric. You should do the exact same with your carpets, upholstery, and rugs."
For a Tool Company: "There is nothing quite like the simple joy of making something with your own two hands!"
For a Freight Forwarding Company: "Land, air, and sea—we move your freight worldwide."
Step 2: Answering the Big Questions
Once your hook has done its job and your audience is locked in, it’s time to fill them in on the details.
When writing this section, think deeply about your target audience. What words do they use? What matters most to them? Keep the focus entirely on how you can help them.
Prompts to Build Your Core Message
Try using these questions as prompts to dig into the finer details of why your business stands out:
Who benefits from your service, and how exactly do they benefit?
What are your USPs (Unique Selling Points)? Why do you stand out from the competition? (Pro tip: Keep this positive! Focus on why you are great, rather than why others aren't).
What is your track record? How many people have you helped in the past, and what do your customers say about you?
Do you have any green credentials? If your process is environmentally friendly or you have notable company achievements, this is a fantastic place to share them.
💡 The Main Goal: The purpose of this section is to answer as many potential customer questions as possible right out of the gate, removing any tiny doubts that might stop someone from doing business with you.
Step 3: Wrap It Up with Purpose
How you finish your film is just as important as how you start it. You want to leave your audience with a clear sense of direction and connection.
There are a couple of great ways to handle the grand finale:
Bring back customer voices: Show real people talking about how they used and enjoyed your product.
Reinforce your ideal client: Explicitly remind the viewer who your product is perfect for, leaving them thinking, "Hey, that's exactly what I need."
The Golden Rule: Read It Out Loud!
Once you’ve answered all these prompts and finished your first draft, here is our absolute biggest piece of advice: read it out loud.
We naturally write sentences differently than we speak them. Often, a paragraph looks beautiful on a laptop screen but feels clumsy, wordy, or completely unnatural when spoken. Read your script at a normal, conversational pace. If you trip over a phrase or run out of breath, rewrite it until it flows effortlessly. Your final video will sound much more natural, warm, and honest for it!
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