As more companies start adding web video production to their marketing strategies, there are a number of things that they will need to learn before these endeavors can be successful. To begin with, at the heart of any video project is the script. Without a quality script to guide production it doesn’t matter how stunning your visuals might be, how cool the music, or how attractive your subject is, nothing will make up for a subpar script. The script is absolutely the most important element to any video production.

The ultimate goal of corporate web videos is to convey a message, without which there is no point to it at all. Since the script is the outline of the message to be conveyed, the stronger the script the stronger the message. It would not matter how many bells and whistles or special effects a video has if the script is unclear, in concise, or just plain crappy. In order for a script to be successful, there are three key elements that must be present for the message it carries to effectively turn viewers into sales leads.

To start with, you will need a hook. A hook is that element of the script whose purpose it is to capture the audience’s attention as quickly as possible and make them want to hear more. Studies have shown that videos have less than ten seconds to draw the viewer in. In order to be effective a hook must therefore be carefully constructed to be delivered within ten seconds, cut straight to the heart of the issue, and be targeted specifically to your chosen audience. Done correctly a good hook will let the audience know right away what the subject of the video is, as well as inspiring in them a desire to watch the rest of that video.

Next comes the body of your message. Here the audience will be informed of the features, benefits, and advantages offered by your product or service. At this point you will need to begin by creating an outline of each of these factors, thinking of them from the audience’s perspective and considering what information the audience needs to learn about these amenities. Start by listing the features of the given product or service, from there creating a list of why these features can help the customer in one way or another. This is the sales pitch portion of the script and will need to show the audience why your product or service is better than anyone else’s.

Finally, you will need to insert a call-to-action to drive the viewer. Basic though this concept may seem, this is where many companies have a tendency to fail in their web video efforts. The ultimate goal at this point in the video is get the audience to take action and contact your company, not scare them away. And that is what many companies wind up doing when their call to action is nothing more than a phone number flashed on screen with instructions to call right away. Anyone can see through this tactic. Instead, companies should take a more creative approach by making the call-to-action appear as nothing more than an invitation for more information or assistance rather than as last ditch effort as a sales pitch.

As was said before, there is no substitution for a good script and it is these three elements which allow for a video to do its job effectively. Failing to include a hook, the features, advantages, and benefits, and a call to action is guaranteed to bring down your video efforts as well. So it is important to remember, before any other aspect of the video production process is considered, first and foremost, a well-drafted killer video script is essential to success.

In addition, the Killer Productions team are experts in developing and implementing profitable web video marketing strategies and video SEO tactics. It is our goal to bring visibility, thereby increasing Internet sales or leads through the proper use of videos and video SEO marketing strategies. Learn more about us by visiting http://www.killerproductions.net or follow us on Twitter: @killer_video

J.T. Moore is the founder and Producer of Killer Productions, established in 2001. Killer Productions is a full-service Internet video production company. We specialize in creating effective web videos and web commercials for any industry, product, or service. http://www.killerproductions.net

Author Bio: In addition, the Killer Productions team are experts in developing and implementing profitable web video marketing strategies and video SEO tactics. It is our goal to bring visibility, thereby increasing Internet sales or leads through the proper use of videos and video SEO marketing strategies. Learn more about us by visiting http://www.killerproductions.net or follow us on Twitter: @killer_video

Category: Marketing
Keywords: video production, video marketing, web video production