Lessons in Script Writing

Image: Ron Lach - Pexels

I recently completed a mock video advertisement for my college communication course. Here are five things I learned about writing a script for short advertisements.

1. Identify an Audience - Determining your audience is the first and most important step to writing any script. Deciding who you want to influence will shape everything else. Your structure, word choice, visuals, and tone may vary dramatically based on your audience.

2. Identify a Goal - Choose one overarching goal. Depending on your time allotment you might be able to include sub-goals, but it's important to determine one main goal under which the script will be structured.

3. Identify a Problem and Solution - You don't have to do this overtly, but your script should be written to convey the solution to a problem. Or at the very least, to convey improvement on existing information or products.

4. Identify a Story Mode - How will you attain your goal and frame the problem and solution? What will resonate best with your audience? Will they respond best to a tear-jerker with cinematic music? Will they respond best to a straightforward presentation of the facts?

5. Identify a Call-to-Action - What do you want your audience to do in response to your script? Do you want them to purchase something, visit a specific website, or tell their friends and neighbors? Whatever it is, you should consider it when writing your script.

These are just a few things I learned this week. While these are good rules to follow when preparing a script, the sky is the limit on creativity within these bounds.