Great writing is a key ingredient to making an awesome demo video. Since becoming a scriptwriter for product demos, I have made it my mission to become a script writing expert. Maybe you’re thinking about hiring someone to write a script for you and you need to know what to expect, or perhaps you’re thinking of going it alone and need direction. Whatever you chose to do, you should know that script writing is different than every other kind of writing you’ve done. I’m not joking around when I say writing something that has rhythm, falls into time constraints, and lends itself to visuals is tricky. This post will serve as a guide to get you up to speed with the best practices of writing a great script for your product demo.
1. Research your audience
A great way to start writing your script is to talk to your marketing department. Look into what type of consumers are buying your product, research your buyer personas, think about the problems your product solves. Get an outside perspective on your product. Do a quick google search and take a look at your product’s reviews. It’s easy to get lost in the weeds when you work on something everyday. Checking out external buzz will give you a fresh perspective. Remember, the goal of the demo is to convert prospects into customers; Prospects won’t understand what you’re trying to say unless you get back to basics.
Using a script writer:
There are some great things that can happen when you hire a professional script writer. You will have to give your sales pitch to them. As a result, they will have a really good understanding of the product’s benefits and be able to transform your pitch into a great script. Two of the biggest strengths of a professional script writer are that they are passionate about writing (which will make them passionate about writing a great script for you) and extremely knowledgeable about the filming process. Their passion for writing will show through in your demo. Whether you decide to hire someone, or go it alone, the next step is to start brainstorming.
2. Brainstorm your script
Record all of your ideas. Everyone has his or her own ways of brainstorming. I for example seem to come up with my best ideas while I’m brushing my teeth or when I’m trying to fall asleep. I like to keep a dry erase marker on hand to write on my bathroom mirror and a notebook by my bed. This way I’m not kicking myself later when I misplace my best ideas.
If you are having a group brainstorming session, beware that these kinds of meetings can be a huge time drain. If you drag a group into a room and expect great things, you may be sorely disappointed. Large groups can produce fewer and poorer quality ideas if not managed effectively. Set a clear agenda, remind attendees of the business goal (to convert leads into customers), and set a time limit. Remind people of the limitations of your creative team. Check with the people making your visuals and ensure they can make something to match your script. If you are looking at running an effective brainstorming session, it might be a good idea to read this report on 7 steps to better brainstorming by Mckinsey Consulting.
Once you’ve got a good idea it's time to run with it. Just remember, the video has to showcase the benefits and features of your product in a way that is relevant to the audience. The last thing you want is to write a script that turns into this: