Five Ways to Avoid Script Development Pitfalls

A video script is more than narration; it also sets thestyle and direction for the entire presentation and orchestrates the otherelements of the production. The script should provide information to theproduction team that will guide them as they:

• Record the video
• Create the graphics
• Create the desired mood
• Pace the introduction of these elements
• Communicate the desired messages via words,images, and sounds—this is of greatest importance

(Editor’s Note: Besure to include information about captioning for the hearing-impaired andothers who would benefit from the additional channel!)

Often, trainers and communications personnel who developvideos for their organizations have difficulty starting or finalizing a scriptbecause they haven’t considered these and other factors. To make the pathtoward your completed script smoother, you should consider five ways to avoid potentialpitfalls that could otherwise prove hazardous to your production.

1. Be sure all the stakeholders in your scriptunderstand its purpose. Managers of departments that will use the video,along with top company leadership, should understand your reasoning for thescript’s proposed verbal style, as well as audio and visual elements, and howthey all combine to reinforce specific messaging that the final product is tocommunicate. During the script-review process, emphasize that the finaldeliverable is visual, and that it is vital to take time to visualize thescript as a series of mixed-media moments—not just words. This can be difficultwith reviewers who are busy, senior—or both. But it is important. 
2. Write how people speak, not how they write.A video script is meant to be heard, and the style of narration, demonstration,or conversation that the scriptwriter chooses can determine whether the targetaudience will be engaged and will absorb the message. Be sure you know youraudience, and use language and terms that they readily understand, as well as astyle that feels comfortable to them.
3. Time your script sections accurately.The various portions of your script should be balanced so that, for example,your clever introduction doesn’t consume two-thirds of the time available forthe video—requiring you to cut short the key messages. Further, you should knowhow each section contributes to the length of the entire video so that youprovide a bit more time for those segments requiring demonstrations or moredetailed explanations. Time narrated portions of the script at 150 words perminute. That’s the approximate rate that a news anchor speaks.
4. Write to your budget. If your resourcesare very tight, don’t include expensive effects, props, or locations in yourscript. You’ll deplete your budget on these elements and may not have enoughleft for the voice-over talent or editing services you want to use. On theother hand, ensure that you budget enough for the elements that are essentialto the script. These may include music that sets a mood or pace for the script,stock photos or video clips, and sometimes, a shooting schedule that needs tobe extended to accommodate the schedules and locations of those interviewed forgathering sound bites. You may also need a buffer to protect against theunforeseen, such as bad weather or a sudden schedule change on the part of keyin-house talent, such as executives appearing on camera.
5. To simplify the process or simply cut costs,consider the option of an animated video. Demonstrating the inner workingsof technology or demonstrating a global process can be difficult (impossible?) tostage for the camera. To help visualize such difficult subjects, or reduce thecosts of crews, materials and travel, consider using animation. There areproduction companies specializing in animated videos, as well as do-it-yourselfonline animated video-creation platforms that provide huge collections of characters,backgrounds, props, and actions along with simple tools. Importing narration ordialogue into these tools is easy.