Video is a powerful marketing tool, but how powerful that is depends on the quality of the script which underpins it. While marketing scriptwriting differs from writing for TV or film, the overall principles have similarities.

Video scripts do not have to be long or especially witty, but they must contain the information you want to share with your audience. For example, a video for a new product launch should talk about its features and benefits. It’s important for the script to have all the details you need.

Use our guide to help you write your own scripts for your marketing videos and find templates to get your started on Adobe Express.

What is a script?

A script is something that has been written to provide dialogue, direction and other instructions for anything that is watched or listened to by an audience. Just as you would storyboard your video to understand what is in each scene, you need to have the right words and direction to ensure that each scene matches what you’re talking about. Some examples of scripts are below:

• Films. Film scripts are going to be much longer than most other examples, due to the length of the production. They will have not only the dialogue, but stage directions and information for lighting, sound, production and other aspects.
• TV. TV scripts will be similar to film scripts in length and what they have in terms of direction. They may also have multiple scripts if the TV show is part of a series, and some cast members may not see the full script.
• Radio. Despite being audio-only, these scripts are often incredibly detailed as there are advert breaks, news, weather and travel updates that have to be factored in and everything is precisely timed.
• Advertising. An ad script will have the main features and benefits, maybe some terms and conditions of purchase or the price of the product. They’ll be brief and to the point.
• Podcasts. Many podcasts have scripts to ensure the hosts stay on topic. They often also contain information gathered from official sources for when the presenters talk about facts and figures they need to get correct.
• Social media content. Some marketers are now using scripts to do short videos, livestreams etc., to give their social media a more polished look.
• Presentations. Having a script for a presentation can help you look more professional, plus ensure that all the information you need is there, and without you having to look back and read directly off the slides.
• Sales calls. A script for a sales call is helpful for those who want to make sure they can talk confidently about the product they’re trying to sell.
• Customer service. Having a script here can help with making sure that a customer has the correct information or gets to the right department for their query.

Key elements of script writing.

When writing a script, there will be key elements that you’ll want to ensure you have to make your video stand out. These key elements may vary from script to script, but having the basics will help when you’re writing.

• Objective. What is the script for? Is this a product launch, or product focus, a case study or behind-the-scenes? Do you want to gain followers, make a sale or get people to your website? Knowing what you want the script to do will go a long way in helping you write it.
• Target audience. Who will watch the video? New customers, prospects, or existing customers looking for a new product. You may have different audiences for different videos so make sure you have this right for each script.
• Intro hook. The first 3-5 seconds of a video are crucial. Make sure you capture the audience’s attention with something that’s interesting or useful to them. Thay way they’re more likely to keep watching.
• Value proposition. What are they going to get out of this video? Based on your objective, you need to write the script to deliver a value proposition that directly speaks to the viewer.
• Storytelling. The video should flow; having a good story will help with that. You want to give the viewer some information, but you don’t want it to seem like you’re talking at them.
• Concise language. As with storytelling, you want to make sure the language is easy to follow and understand. Avoid using technical jargon where possible and keep on point.
• Positioning. Think about where you want your brand to sit in the minds of your target audience. You want to stand out and be noticed, but why is your product better than your competitors?
• Timings. If you’re using your script as a narration over the video, you’ll want to make sure your voiceover matches with the scenes in your video. Having the timings in your script can help, but remember not to overload the script as the voiceover could sound rushed.
• Visual treatments. How will the rest of the video look? Are you going to have a presenter, or will the script be a voiceover for a presentation-style video? Whichever you choose, picking the right visual treatment needs to be added to the script, with direction and information for either the designer or the presenter.
• CTA. Don’t forget your call to action at the end, this is the whole reason for your script. Make sure you’re confident it can inspire the viewer to take the next step, for example visiting your website or getting in touch for further information.

How to write a script.

Now that we have the key elements for your script, you should get your ideas down and start writing. It might sound daunting but our guide will help you with the basics so you can write a script for any video you’re creating.

1. Think of a concept for your script.

The first place to start is the concept and what your script will do. Consider the objectives you decided and think of how meeting these would look. Focus on working out some ideas, doing research and checking out competitor or peer videos. This process will be the basis of your script and video – just like a film script, you need to be aware of what the plot or concept will be. However, you’re not plotting a feature film, so make sure your concept can fit a much shorter video.

2. Decide on key characters.

Next, think about who will be in the video. Do you want it to be the sales team only, or maybe an expert from the business? Whoever it is, you want to make sure the script they’re using allows them to speak naturally and conversationally. In a TV script, for example, you might not know who you’ll be casting so having a neutral voice to start with is probably a good idea.

3. Plan out your narrative.

When looking at a script, you should also look at how to map out the narrative and what this will look like as an overall video. You can use things like a roadmap tool or a flowchart to get you started and work out how the video will look so you can plan your script.

4. Write, write, write.

Now, you have everything you need, you just need to write! Think about those key elements we discussed: your audience, your value proposition, and make sure you have the right language. Everything you’ve got in your concept and narrative will help you to write a winning script for any video you make.

5. Review, refine and share.

You’re not alone in your scriptwriting – get other stakeholders involved and collaborate until the script is exactly as you want. Get it reviewed by those who need to sign it off and discuss any refinements or adjustments. It’s also a good idea to check that it works with existing brand campaigns and uses the same tone of voice and branding as your company.

Why use scripts for your business?

Writing scripts for business, whether it’s for videos, livestreams, podcasts or customer service representatives, can give your business more consistent messaging, especially across departments. Many businesses want to improve communications between customers, sales teams and customer-facing departments, and a script will give those departments the guidance they need to effectively help customers no matter what the issue. This can also lead to improved leads and sales as prospects are hearing the same messaging across all channels and feel secure in that.

Scripts can also be used in training and onboarding modules, allowing new hires to have a better experience when starting a new job, as well as ensuring that all training is consistent across the board.

No matter what you use it for, a script can become a vital part of your marketing assets.

Script examples for film, TV, presentations and more.

How can Adobe Express help bring your script to life?

Adobe Express is the perfect partner to help in all your scriptwriting needs. With various templates for scripts, video ideas and voiceovers, Adobe Express has everything you need to get your script off the ground and heard by your audience.

1. Create a voiceover for a video or ad.

If you don’t want to use your own voice, and nobody else is volunteering, Adobe Express has a range of AI voiceovers that you can use to help bring your video to life. If you do have someone who can do the voiceover, Adobe Express tools can help it sound more polished and professional.

2. Craft a script for your TikTok videos and Instagram Reels.

If you’re creating videos for TikTok or Instagram Reels, a script is just as important as it would be for a longer video. Adobe Express templates for TikTok and Instagram can make your videos shine. We cannot guarantee they’ll go viral, but they’ll definitely get you noticed.

3. Make final video edits to ensure your script shines.

So, now you’ve written the script, you’ve recorded the video, but you need the perfect editor tool to help bring it all together. You can edit your video with Adobe Express until it looks and sounds exactly as you imagined, without the need for editing experience.

4. Writing a film script? Don’t forget to market it.

If you’re creating a short film, don’t forget that you have to let people know. Create a movie poster that will have people waiting with bated breath for the film or use one of the Adobe Express templates to make a standout poster for your film. The templates have everything you need, including ones for different movie genres.

Turn your script into a voiceover with the AI text-to-speech tool on Adobe Express.

Once your script is written and the video is filmed, then it’s time to think of how to get your script heard. If you think an AI voiceover is the best way forward, then Adobe Express can help. With the help of AI text-to-speech tools, you can import your script, pick the language you want and then edit to fit your project. This can help you reach audiences in other languages as they can pick the language they want from your voiceovers; it will also add a touch of sophisticated flair to your video. The voice options sound human and will capture your audience’s attention.

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Good to know.

How do you start writing a script?

Begin by looking at the concept of the script and what you want it to do. Write down some phrases that you use in other marketing assets to give you a sense of what to say. The best thing to do is go through your elements and then put pen to paper with some ideas.

How do I write a business pitch script?

As with any script, you need to know what the pitch is and how you want to approach it. Once you’ve created your business pitch deck, you can then look at how your script can enhance it. Make it concise and to the point, but don’t copy and paste from the pitch deck. Allow the script to do the hard work for you.

Can anybody write a script?

Absolutely! We suggest going through the key elements and making sure that the writer knows what the plan is for the video, but ultimately, anyone can write a script.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.