So, your non-profit (or cause, or organization) is finally making a video. Woohoo! It’s gonna help you do big things. Gain supporters. Secure funding. Launch your awesome mission out into the world!
But before any of that happens, you gotta write a script. And this is the MOST important part of your video. It doesn’t matter how fancy-schmancy your video is – it won’t amount to squat if the writing isn’t on point.
After working with tons of different organizations, it became clear that there were a few crucial tips that made all the difference between a good script and a GREAT one. Here are 3 of my favorite writing tips to make your video as effective, clear, and memorable as possible.
1) Does it pass the Coffee Shop Test?
Imagine your target audience. No seriously, do it. Now pluck one person from that audience and imagine the two of you are sitting at a coffee shop. Hanging out. Chatting as friends. They want to hear all about your amazing mission and why the world needs it.
Now, if you started to read your script to them…would it sound natural? Would it feel like something you would say to your friend at a coffee shop?
Or is it stilted, way too formal, filled with jargon and buzzwords that you’d NEVER use in a regular conversation?
If it’s the latter, re-write until it feels like the former. Nobody wants to be talked AT, they want to be talked TO. They want to feel like they’re connecting with another human, not being marketed or sold. This goes for real-life conversations as well as online videos.
And make sure to read your script out loud. If it sounds weird or unnatural in any way, change it. Just talk how you normally talk. And if something doesn’t feel right, the solution is almost ALWAYS to make things simpler, NOT more complex.
2) Take a cue from Hollywood
Staring at a blank page can be one of the most intimidating, terrifying things known to man. To counter this, I highly suggest using a three-act structure to get things started.
Most Hollywood movies follow a basic three-act structure with their stories (Act I: Setup, Act II: Conflict, Act III: Resolution). This structure not only makes the script easier to write, but also easier for an audience to follow and enjoy.
The same applies to your non-profit script. Here’s a structure I like to use:
Act I: The Problem. Talk about the problem that you’re trying to fix. Make it real for the viewers.
Act II: The Solution. Introduce your mission as the solution and explain how it all works.
Act III: Call-to-Action. Wrap things up by restating the most important point(s), then end with a Call-to-Action (i.e. visit our website, sign this petition, donate now, etc.)
I also find it super helpful to section off the script into little time chunks. For example, with a 2 minute script, I might set :30 seconds for The Problem, :45 for The Solution, then :15 for the Wrap-Up and Call-to-Action.
Then with each draft I finish, I’ll read the script out loud and time myself. I’ll have an instant reading of which sections need to get pared down and where things are out of balance.
Remember, these are just suggestions, not rules. Every video has different needs. But you’d be surprised how working with a three-act structure will keep your script laser-focused, easy to follow, and much, much easier to write.
3) You gotta ask yourself one question
There’s one questions you NEED to ask yourself before you even sit down to write your first word. And no, it’s not, “do you feel lucky punk?”
The question you need to ask is: what’s the goal of this video? (Or, alternatively: what do you want people to do after watching this video?)
The answer to this question will guide EVERY single decision you make. From, “what should the call-to-action be?” to “which benefits should we highlight?”
I know that “defining a goal” doesn’t sound sexy. But if you skip this step, not only will writing your script become a million times harder – but you run the risk of spending tons of time and money creating a video that accomplishes NOTHING. Nada. Zip.
The importance of defining your goal cannot be overstated.
Figure out what you want the video to accomplish, write it down on a sticky note, then place it right onto your monitor. You’ll thank me later.
And with these 3 tips, you’ll be able to avoid the biggest mistakes most non-profit video scripts make: you’ll connect with your audience, captivate them with an engaging structure, and ensure that your video does what it sets out to do.
Got any tips of your own? Share them with us below!
Illustration by Gra Monteleone.