BRAND VIDEO

Grab Your Ideal Clients’ Attention With This Brand Script

And learn how to SHINE in front of the camera

Chloe Horder
May 1, 2020 · 7 min read

It’s no secret that if you want to play a bigger game in your business, you need a bigger stage. You need to be able to reach people right at the back with a message that hits hard enough for them to share it with their friends, (who share it with their friends, who share it with their friends).

The fact is, if you don’t start leveraging social media properly your stage will continue to stay small.

And while having beautiful imagery is definitely key, if you really want to up-level your strategic game, adding video marketing into your arsenal is one of the most potent things you can be doing right now.

The power of video through social media is truly massive. Right now, video has a higher ROI over still imagery when it comes to marketing, and here are a few reasons why:

  • According to studies, video marketers get up to 66% more qualified leads per year. The algorithms love it. And they love it because…
  • 90% of what is transmitted to the brain is visual, and we are capable of processing visuals 60,000 times faster than copy alone. That in itself is massive!
  • It allows your audience to instantly gauge you and your message with authenticity. You’re no longer hiding behind long winded text stories. You’re front and centre. And because of this relatability you can call in your dream client or biz partner with much more ease and impact.
  • And to top it off, when video is executed with authenticity and total brand alignment it has proven to have the ability to convert up to 85% more customers.

If that is not enough for you to want to dip your toes in and start playing a bigger game by leveraging video — I don’t know what is!

Of course there are so many ways we can really leverage video, but for the case of keeping things simple and actionable today, we are going to work through a basic brand story outline because this structure is something you can use for both brand awareness and conversion.

A Few Tips To Help You SHINE In Front Of The Camera

Before we dive right in, I want to point out some key things that are important to take note of.

Firstly, if you are new to video marketing and creating video ads, I urge your to take the time to start sharing your message through structured scripts. As much as I believe that you are an absolute 10 on your live recordings, I can almost guarantee you that you will repeat information, forget something or end up talking in circles.

Structure is necessary, because in the world of video marketing time is really precious.

You realistically only have the first 8 seconds to grab your audience’s interest to keep watching your pitch, and if we look at this within an average Australian household (where I live) you’re competing with the possibility of that person being distracted by 7 other screens in their home. Chaos!

Secondly, when writing for your audience, get clear on whether your goal is more brand awareness or conversion.

The difference between a brand awareness message and a conversion message

To give you an example it can be as simple as this:

Let’s say I am a digital marketer, I’m living my dream laptop lifestyle drinking coconuts, getting a tan and getting high on life.

If we are looking at creating brand awareness we might say something along the lines of:

Follow my adventures as I travel the world

If we are looking for conversion we would ensure we are much clearer about our intention and steer our scripting a little more like this:

Learn how I make an income travelling the world full-time

Your script is the foundation and backbone of your video. It’s going to help make or break it in the eyes of your audience.

So get clear on whether you want brand awareness or conversion. Of course there is the probability of them doing both, but you want your dominant message to be at the forefront so it’s important to distinguish this.

Chloe Horder standing in front of a pool, holding a camera and smiling as an example of how to shine in front of the camera
Chloe Horder standing in front of a pool, holding a camera and smiling as an example of how to shine in front of the camera

The 7 Steps To Nail Your Script

Now, let’s look at how to write our script!

1. Focus on your message and your audience

Know who your audience is, what they need and how you are going to help them. You know you have limited time here, so focussing on one key point or story that you want to drive home is paramount.

Your message should be revealed within the first 30 seconds of your script so your audience knows what to pay attention to. Remember, you realistically only have the first 6–8 seconds to capture that stranger on the internet who might be your dream client, who’s deep down the viral rabbit hole on their 1000th cat video at 1am, right here — make every second count!

You can share a lot in ninety seconds, but your message must be clear.

2. Speak to your audience

This is all about them! The easiest way to speak to them is by using personal pronouns like ‘you’ or ‘your’. Show them something they can really get behind. What do they need to know? What is going to make that difference in their lives? What is going to make them trust you and take the action you want them to take?

Talk to them. Don’t talk down or with complicated jargon that is going to fly over their heads to sound impressive. Talk to them as if they were your best friend.

3. Set the tone

Ingrain that picture of your audience avatar into your mind when you choose the tone of your video. Think about how you want to be seen by them.

Your tone sets your scene, whether this is you as: a talking head on studio backdrop; a corporate facilitator in a classroom-style workshop; a fun entrepreneur in a luxurious location; or a light hearted soul in a documentary styled clip. You get the picture!

Once you nail your tone, you can focus on the tempo, pace and the type of dialogue within your script.

4. Your entrance and exit

Now is not the time to chew the fat! When writing your script, keep this in mind: enter the party as late as you can, and exit as early as possible. Only leave what drives your message forward on the page so you can get to the point and leave them wanting more. You can chat later down the track with your BFFs.

5. Tell your story

Your story defines who you are, or where your brand is right now. If you can share your purpose, your story, your defining moments with your audience, the more likely your audience will understand what your brand’s purpose is, or what you can do for them.

6. Feel what you reveal

It can be nerve-racking stepping on screen or up-levelling your business through video, especially if this is your first time.

In order for your words and your message to be authentic, each word you say should be purposeful in driving your story home.

With this in mind, when you tell your story, take the time to really feel each word. Take moments to breathe, pause and allow your audience time to reflect and take in pivotal points that you reveal.

Generally, your script should be anywhere from 125–150 words for each minute. Talking like a rapper might be super fun, but it’s almost guaranteed that your new audience will be left overwhelmed, confused or just completely zone out — because they have no idea what you’re talking about!

7. Finish with your call to action

Be very clear on your intention and give your audience direction on what they should do next. Finish strong, give your audience somewhere to go or something to do.

There’s a lot that can be said for creating a strong video ad, but it all starts with the ability to be able to share your message clearly with those who need to hear it most.

Thanks for stopping by!
Thanks for stopping by!

Leave a comment below to join the conversation or ask questions.

About the Author

Chloe Horder is the queen of showing up authentically and brilliantly on camera, whether you’re shooting selfies at home or hiring a team of experts.

She specializes in photography & videography that makes your ideal clients swoon!

Learn more from Chloe in the Brand Video section.

Enlightened Marketing

Marketing for a better future.

Chloe Horder

Written by

Australian based Creative Producer who creates branding videos and photographs with heart-centred entrepreneurs, speakers, independent designers and influencers

Enlightened Marketing

Enlightened marketing for businesses who want to sell with soul and make a difference in the world. Impact & income meet at the EM.

Chloe Horder

Written by

Australian based Creative Producer who creates branding videos and photographs with heart-centred entrepreneurs, speakers, independent designers and influencers

Enlightened Marketing

Enlightened marketing for businesses who want to sell with soul and make a difference in the world. Impact & income meet at the EM.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store