Take Direction From Hollywood When Scripting Your Marketing Videos

Posted by Liza Heiskell


Mar 13, 2020 3:37:44 PM

They say in the film world that you are only as good as your next script, and Hollywood A-list directors and actors tend to know a thing or two about screenwriting. You may be surprised to learn that many of their thoughts and ideas on scripting transcend seamlessly into the world of corporate marketing videos.  

Let’s take a look. 

“To make a great film you need three things – the script, the script and the script,” said Sir Alfred Hitchcock, an English film director. 

Famous film director Alfred Hitchcock once said, “the screenplay, which is sometimes known, also, as the scenario or film script, resembles the blueprint of the architect. It is the verbal design of the finished film.”

This statement holds for all scripts, whether it be for a Hollywood screenplay or a script for a local law firm video. The script lays the foundation for a good film or video.  And, just as a faulty blueprint by an architect can lead to disastrous consequences, a bad video script can have the same effect on your film or video. 

“Audiences are harder to please if you’re just giving them effects, but they’re easy to please if it’s a good story,” said  Steven Spielberg, American filmmaker.  

Steven Spielberg - Star WarsEveryone loves a good story, so why should your marketing video be any different from a Hollywood blockbuster (minus the budget)? Visuals are important, but they are not always the most critical  aspect of a video. It’s the story! And most decent Hollywood stories, in some way or another, identify a problem and present a solution.   

So, to write a great marketing video script, you should identify the problem your customer is experiencing and present a solution to the problem. Avoid making this video about your company – it should be about the customer. What is your product or service going to do for the customer? How will it solve their problem?  

We highly recommend you start with and rely on a good script to get to the heart of the story. You use visuals to enhance your video.

“When your story is ready for rewrite, cut it to the bone. Get rid of every ounce of excess fat. This is going to hurt; revising a story down to the bare essentials is always a little like murdering children, but it must be done,” said author, Stephen King. 

It would be best if you had need a script to deliver a clear and concise message. And, in most cases, content and story trump length, but it is also highly advisable to keep your script to around 2-3 minutes or less. On top of delivering a clear message, the script gets everyone involved in the production on the same page. Having a written reference for your video ensures that everyone on the team knows precisely what to do and the direction of the production.  

“Customers don’t generally care about your story; they care about their own. Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands,” advises Donald Miller, author of “Building a Story Brand.”

Donald Miller is not a Hollywood director, but I like this quote.  When writing a script, it should always tell a good story. It should be clear, concise, and, most importantly, it shouldn’t be about you and how great your company is – it should make your customer the hero, and your company should be the guide. 

“Reading a script is usually as exciting as reading a boilerplate legal document, so when you read one that makes you feel as if you're seeing the movie, you know it's something different,” said actor, Tom Hanks 

It all begins and ends with the script. The visuals and effects may help bring the story to life, but the heart of the film or video is the story. Like any great Hollywood film, your marketing video should always leave the audience wanting more.    

VIDEO PRODUCTION | SCRIPTING YOUR MARKETING VIDEOS | INNERACTION MEDIA

The InnerAction Media team understands the importance of scripting when developing a video production plan for marketing strategies. We help our customers focus and take advantage of real opportunities with video for their companies.

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Liza Heiskell

Written by Liza Heiskell

Liza is a graduate of West Virginia University and won a National Daytime Emmy Award in 2006. She has years of experience producing cable and network TV shows in New York City for TLC, Discovery, NBC News and the Fox Broadcasting Network. Upon returning to Morgantown, Liza started Park Street Productions to help business owners share their stories and connect with customers. She recently joined the InnerAction team and looks forward to telling your story. Liza is also a mom, a wife, a part time runner and she has never read a book to which she couldn’t fall asleep.

Topics: Video Marketing