How to Write a Script For Video

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BONUS FREEBIE: I have a resource for you that will help you prepare to talk with media and audiences. It’s the 10 Questions Every Author Needs to Answer. You can grab the fiction and nonfiction lists here.

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What makes a great video script? It should hook viewers in seconds, use the present-tense to feel immediately relevant, and set you up for a punchy delivery that creates connection. 

That’s totally unlike writing for print, which is the comfort zone for most authors. But writing video scripts is a key skill for authors looking to connect with readers through the media.

As a TV producer for nearly twenty years and an author myself, I media train writers who are looking to make strong connections with readers. And writing video scripts is one of the key skills we work on together. 

Here’s how to write a compelling video script and boost your video presence: 

1) Start with an intention.

Why are you creating this video? What are you hoping people get out of it? I always ask my media-training clients these questions. It’s important to go into the process with a clear idea of why you’re creating it. That intention will guide all the decisions you make.

2) Write for the ear, not the eye. 

Here’s the challenge: writers are accustomed to writing beautiful sentences. And those sentences are often long, detailed, or confusing when they’re read out loud. (Unless you’re a picture-book writer.) Writing for video means challenging yourself to write things that are meant to be heard, not read to yourself from a page or a screen. 

Here’s the solution: Use the present tense. Use an active voice. You want your writing to feel immediate and that’s what this does. Remember, you have only a few seconds to get and keep someone’s attention. Attention spans are shrinking so you need to get right to the point.

You also want to put your sources at the front of a sentence. That’s another way to hook the audience and keep things clear. Lastly, keep your sentences short and punchy. All of these tricks help grab and keep your audience’s attention. 

3) Use The Accordion Method.

The Accordion Method is the tool I use when I’m appearing in the media and it’s how I train my clients to develop their talking points. It’s a framework for creating video content that maximizes your impact.

To be a go-to media expert, you need to be able to deliver your content in a way that fits the situation. That means you have to be able to talk about your expertise within different time constraints. You need a short, medium, and long answer to the questions you’re likely to be asked. That means being able to speak in soundbites and expand on your answer when you have the time. 

For example, my short answer to “Why did you write a book about lists?” is “Lists changed my life!” It’s short and to the point, and it gets the message across succinctly and powerfully. 

When you have a little more time, you can open up the accordion a bit and use your medium answer. Just like for your short answer, you want to get right to the point — but now you can add a little more detail.

Here’s the key to medium answers: Start with a bang and then add some context and evidence, rather than the other way around. 

Finally, use your long answer when you have the most time like on a podcast. You begin with a strong headline, just like with the medium answer, but then you add to it. You’re still working in headlines, but now you can add more details. This is where you can give compelling evidence for your attention-grabbing short answer. 

You can read my full guide to The Accordion Method and speaking in soundbites here!

4) Make the most of bullet points. 

Start by writing a full script, and then convert it to bullet points. Reading line-for-line sounds stilted and it doesn’t invite your listener in. The goal is natural, conversational delivery. Avoid teleprompters — they look unnatural. It’s really hard to make a video feel conversational using a teleprompter unless you’re very skilled at using one. I always advise my clients to leave those to the pros. The one exception is if you’re doing long-form video content, like a course. In those situations, having a teleprompter sometimes makes sense. 

5) Use the “5 W’s” of journalism.

The 5 W’s are Who, What, Where, When, and Why. You should be addressing these in your video script. These are how you create urgency and justify why your message is important. Don’t forget them! They may not always be relevant to every script but they should be considered. 

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6) Make your script work for you (not the other way around!). 

Practice your script out loud and adjust as needed. If you’re tripping over a word, change it. If something sounds awkward or unclear, tweak it. Your script is there to help you, so make it work for you. You can put words in bold, upper case or underline the points you want to emphasize. You can also visually indicate pauses. Those little reminders are so helpful in the moment and something that television anchors and producers have been doing for years. 

7) End with a call to action.

Your script should end with something the viewer can act on — that’s called a call to action and it’s a super-powerful way to make a connection that lasts. This should relate directly to your purpose in creating the video. Whether it’s a sign-up for a mailing list or a book pre-order, your viewer should end knowing what next steps they can take to act on the information you’ve shared. For some videos you may even want to mention this at the beginning in case the person doesn’t make it til the end. 

8) Set a “take limit.”

It’s so easy to get into an endless-take mindset, where you feel like the next take is going to be better — and the next one, and the next one. Limit yourself to 3-5 takes and stick to it. It helps prevent burnout and frustration. It also helps you develop a “live interview” mindset and improves your performance under pressure, which is a huge asset when you’re being interviewed live!

9) Use visual elements to your advantage. 

You should always have a plan for the visual elements you might include, especially in a longer video. Text, photos, or even graphics can help make your content more accessible and engaging. If there are stats you want to tell people, or specific details, make a list of those. This should connect back to your intention, the 5 W’s, and the takeaways you want people to leave with. 

10) Put it all together.

Ready to see how all of this comes together? Here’s the beginning of the script I wrote when I was shooting a promo video for my course, Media Ready Author:

I HAVE A SECRET…

WRITING A GOOD BOOK IS NOT ENOUGH TO SELL IT. 

I KNOW – NO ONE WANTS TO HEAR THIS! 

BUT IT’S TRUE – IT’S ALL ABOUT HOW YOU “TALK” ABOUT YOUR BOOK… 

You can click here to see the video that I shot with this script!

Ready to give it a try yourself? I hope these tips help you feel prepared to create your own video script!

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BONUS FREEBIE: Your message deserves the media’s attention. So how do you get out there in a bigger way? I’ve got you covered. CLICK HERE to grab my free “Checklist to Become a Go-To Media Expert.”

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