Are You Writing Scripts Worth Watching?
“To make a great film you need three things – the script, the script and the script.”
Does this sound like a video you've watched recently? – A talking head trying to remember the features and benefits of product x, packaged into 4’30” of snooze.If telling isn’t selling then most corporate videos are doing it wrong.
Story writing frameworks provide an alternative, and dare I say more interesting way of framing your company’s message. Three-act structure and Hero’s journey are two frameworks that can be simplified and used to define your video’s key messages and present them in a story format.
I’ve used the above frameworks to great effect, however my favorite structure comes courtesy of Pixar. I’ve modified it from the orginal, but it goes a little something like this:
Every day, ___. Until One day ___. Because of that, ___. Because of that, ___. Until finally ___.
The answers to these questions make script writing less of a chore and they help resolve the key themes of your video. When put into practice it gives the video the right flow because each sentence builds on the last, with each answer being anywhere from 1 to 2 sentences max:
Every day, we design and manufacture world class devices loved the world over.
Until One day, we took notice of the emerging wearables trend.
Because of that, we researched and developed many prototypes and had many failures.
Because of that, we were able to focus on one device and worked hard to make it the best product of its kind.
Until Finally, we released the first smart watch that connects seamlessly with your phone.
Presenting your videos in a story based format guides the viewer on a journey that explains why your product or service exists and what problem it solves. You’ll be able to do that in a clear and concise way, free of extraneous messaging if you use story telling frameworks.