Writing copy for corporate videos or any videos for that matter can be a very difficult task for many “Directors of Marketing”. You first have to ask what is the goal for the video or media created? Who is it attended for? Have they heard this message before or… is it new to the intended viewer? This is a good start to help you focus on the goal at hand. But, then comes the copy, the script, the words that are to convey the goal of the video. Over the 12 years of being a content creator I have learned that script writing for corporate videos can be done in two ways.
One is that you take your time or dedicate fellow employees’ time to sit down and start hashing out ideas, words, and proper grammar. (Here are a few software apps that you can use to start your script writing.) Many times, at that point, organizations and companies find out that when you are asked to put something in your own words pertaining to their jobs, people are on different pages. People might say things differently or relate to the same task differently. This can create confusion when trying to “put everyone on the same page” (pun intended…..). This is where larger organizations will sometimes hire a professional writer. You then have to educate the writer on what your are trying to convey as a company and how that relates to the company and it’s structure.
Two would be the way we approach script writing for corporate videos about 80% of the time. Get the main voice of the project first. That could be the CEO, Entrepreneur, Key Employee…… give them a few bullet points of topics, and then just let them speak from their qualified experience. The final product will have more relativity and will connect better with the intended audience than most of the overproduced content that your may see out there. That kind of overproduction can create a false image of what your are trying to convey.
You might ask how we are able to do that and still have everything seem to flow and come across seamlessly? This is why we prefer to use at least a 2 camera shoot and edit in post to piece together relative dialogue into one cohesive and effective video. Our first goal in this situation is to make the speaker comfortable and we will go to extensive effort to make that possible. We find that it’s best to best to get people in front of the camera who have the best understanding of the message to be conveyed, and then simply let them convey it. If it’s an idea, then the speaker should be sold on it already, and love the idea. A product is the same way. As is a message or informational video. When you get that person in front of the camera, and they are comfortable, then their passion and knowledge will shine through naturally.
Here’s an example working with John Amos
You can see in the clip of us working with the producer in London as he video conference in to help direct the interview.