While it might be more interesting to present an innovative situation or use for your product, it will be more effective to show its everyday use and why people buy it. This should be the same in your marketing script. A patient with a headache more often has a sinus infection than a brain tumor. It means that in most cases, the answer is the most simple or obvious, not the rarest situation. There’s this saying used in law enforcement, medicine, and screenwriting: Look for horses, not zebras. Think about how your customers use your products or services and try to showcase these situations in your marketing scripts. The customers identified with the problem presented in the marketing video and saw the value in the solution.
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Most parents can relate to this type of situation because they live it every day, so it’s not surprising that the Kickstarter foldable play structures were such a success. In POPIN’s highly successful Kickstarter campaign, the company showcases a video that demonstrates how difficult it is to store all your children’s toys, especially traditional playhouses and play kitchens, in your home with limited space. People best engage with videos that establish real life situations to which they can relate. Consider the character, the story and how it’s told, and what the message ultimately says about your company. While you won’t be able to write a complicated story with multiple characters and actions, marketing videos still need movement. Most people don’t think about a marketing video in terms of plot when they first start writing their video marketing script. By creating descriptive settings and characters, you won’t need additional narration. For instance, if you’re selling a revolutionary product that has the potential to change a person’s life, create a character and situations that demonstrate the change that owning your product would make. Whenever possible, show the story rather than narrate. For a one-minute or one-page long video, you must be very selective with your content because there just isn’t the space to include a lot of information.
#Celtx script insights pro#
A one-page script written using a screenwriting tool like Final Draft Pro or Celtx equals one minute of video.
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#Celtx script insights tv#
However, if you’re writing a script for a TV commercial, you must fit whatever content you can into a video that’s only, say, 30 or 60 seconds long.
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With YouTube videos, you can write longer, more informal scripts that you can upload yourself. Before you start writing your marketing script, identify the medium and, for instance, learn the differences between writing for YouTube and writing for a TV commercial.