The First Step to Planning a Marketing Video: Scriptwriting Basics.

When it comes to creating an effective marketing video, the first and most crucial step is scriptwriting. A well-crafted script lays the foundation for a compelling story, clear messaging, and a smooth production process. Whether you're making a product promo, brand story, or social media ad, here are some scriptwriting basics to keep in mind.

1. Know Your Audience

Before writing a single word, define who your video is for. Are you speaking to busy executives, young creatives, or tech-savvy consumers? Understanding your audience helps shape the tone, language, and messaging of your script.

2. Start with a Strong Hook

Attention spans are short, so grab viewers immediately. A powerful opening could be a question, a bold statement, or an intriguing visual. The first few seconds determine whether your audience stays or scrolls away.

3. Keep It Concise and Clear

Marketing videos should be short and to the point. Stick to one main idea and avoid unnecessary details. Use simple, conversational language that is easy to understand.

4. Focus on Benefits, Not Just Features

Your audience wants to know how your product or service solves their problem. Instead of listing features, highlight the benefits and real-world impact.

5. End with a Strong Call to Action (CTA)

What do you want viewers to do next? Whether it’s visiting your website, signing up for a demo, or following your brand on social media, make your CTA clear and compelling.

Final Thoughts

A great marketing video starts with a solid script. By knowing your audience, crafting a strong hook, keeping it concise, focusing on benefits, and ending with a clear CTA, you set the stage for a video that engages and converts.

Need help with your next marketing video? BW Media is here to help! Contact us today to schedule a consultation.