Manager, Demand Generation, 6+ Years Marketing Experience, Track Record of Helping Clients Double Their Traffic and Leads
February 26th, 2019
There tends to be a lot of controversy around the topic of scripting when producing marketing videos. In fact, during Zach's webinar with Andre from Wipster a couple weeks ago, the moment scripting was mentioned the webinar chat seemed to explode with questions and thoughts. Which is why we felt it necessary to dedicate an entire episode to this topic. So the question is, to script, or not to script? On this episode, Zachand I weigh in on why we don't believe scripts are best and why. We also dive into how you can prepare and create fantastic video without scripts and help make your team feel more comfortable about it too.
Before we dive into our topic, Zach gives a sneak peak into our topic next week. We will be discussing YouTube embedding, how to use embeds on your website, when it's appropriate and when it's not.
Now back to scripting.
Why Are Scripts A Problem?
Put yourself in the viewers shoes, you've been there. How do you feel the moment you realize someone is claiming to be a subject matter expert and you notice they're reading off a script? You probably lose a bit of trust in them, which makes them lose some credibility.
We talk about the comparison of someone reading off a script vs. speaking to the subject from their expertise and why no script is more impactful on the audience.
How To Prep Your Team For Video Production Without a Script
No script doesn't mean your team can't rely on anything at all. We talk about script outlines, what to include in them, how your team can use them to prepare for their videos. We also discuss typical bottlenecks in the video production prep process that can stand in the way of getting video actually produced, and how you can get ahead of them.
Producing great video is a team effort. It doesn't just fall on the person in front of the camera, but on the videographer as well. We talk about how the videographer can and should use script outlines, the importance of the videographer supporting and making the on-camera person feel comfortable, and how your team can use the script template to prepare prior to production.
Are Um's and Stumbling Okay On Produced Video?
We talk about the importance of pushing through and not stopping while recording if the person on camera stumbles, why the ability of editing means no one has to be perfect, and the feedback Zach has seen people give on video's that aren't "flawless". Hint...it isn't as big of a deal as we thing it is.
People are passionate about scripts because they are concerned they won't articulate themselves well on camera. When the truth is, your team speaks about the topics your videos will cover everyday. It all comes down to being comfortable on camera and remembering you're qualified to speak about the topic, and you know more than your prospect does. In the end, it's your job to be helpful, and to be an educator. You don't need a script to do that.
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