3 Sure-fire Ways to Destroy a Video Script

Aimee Beck
4 min readOct 17, 2019

We talk a lot about what goes into the makings of a quality piece of video content, but we don’t talk all that much about the pitfalls to be avoided. Here are our top three best ways to ensure an epic v-fail.

#3: Outsource the Video Script

Without a solid script, a video has no value. Beautiful imagery will only take you so far — ultimately, your video content should deliver a message to the viewer. That message can be whatever you decide, but I think we can all agree that producing results is the goal.

A good video tells a story. Some of the key components of the story include telling the viewer who you are, what you do, and what they’re watching. Begin by introducing yourself then quickly move into the issue at hand — ideally (assuming this is a promotional video designed to boost your bottom line) you want to provide a solution to a common challenge. Once you’ve identified the problem, offer your solution and clearly explain why your solution is better than the competition.

#2: Me, Me, Me

“I’m tired of talking about me, now you talk about me.” Viewers don’t want to know why you think you’re great. They want to know WIIFM (what’s in it for me?). While showing off your features is a natural part of video marketing, it’s good practice to change up your wording so you’re speaking to your viewers, not at them.

For example, which of these sounds more appealing from a consumer standpoint?

“We have a ton of software products for everyone — check out our website & buy now!”

Or this:

“Discover why small-business owners just like you are choosing our user-friendly XYZ software. Easy-to-install, easy-to-use, and easy on your budget. Visit us today to learn more.”

The first script is full of fluffy, infomercial-style copy, and doesn’t actually tell us anything. What can we glean from it? Someone has a ton of products for everyone and we should buy it online now.
The second script, on the other hand, offers some clear value statements that answer the WIIFM questions — the product is for small-business owners, it’s user-friendly, easy to implement and affordable. And it sounds like other businesses just like mine are already using it.

#1: TMI (Too Much Information)

Aimee Beck

Independent Content Marketing Manager | SEO/UX Copywriter | Editor. Let me breathe new life into your web pages, blog posts and email campaigns. Email me today!