Tips for Creating & Structuring Your Marketing Video

Producing videos is one of the most delicate and time-consuming channels for marketing. If your video is structured coherently, your audience can discover the story you’re trying to tell. One way to maximize the effectiveness of a video is to organize it around a script. Each of your scripts should include the following: Opening, Problem, Solution, Credibility, and Call to Action. 

Marketing video scripts usually run in 30-second, 60-second, or 2-minute ranges. To break this down by word count: A 30-second clip will have a 60-word script on average, which amounts to 120 words for a 1-minute clip, a 240-word script for a 2-minute clip, and so on. 

We’ve calculated the word count based on the average audience reading speed. You can read the script yourself when recording narration or hire an actor to provide voice acting. Videos can be produced in a “talking head” style characteristic of many advertisements or in an interview/testimonial style. There are also plenty of “outside of the box” options to discover when generating a video style. 

Once you’ve decided on the video format, map out your story’s script. Your goal should be to have the maximum impact with the least amount of words. 

A fully developed video script should cover the following:

Video Opening

It would be best to grab your audience’s attention from the get-go. Considering the average attention span, you only have around eight seconds to capture your audience. Construct your introduction to include an emotional hook, an appeal, a surprising fact, or a relatable story.

Revealing the Problem

The product or service you’re advertising should solve a need. Are you clearly defining the problem? How does the product or service fulfill that need? You must answer these questions in your video, as the next part of the script relies on the problem to be defined. Otherwise, the solution and your credibility will be obscured, and you risk an audience losing interest.

Video Shows the Solution

Your audience should understand the problem you’re trying to solve. At the very least, they need to know why they should care. Even if it doesn’t affect them every day, you’ve sold them on the issues this problem causes. Now, what’s the solution?

You should highlight your product or service’s benefits when you unveil the solution in your video script. Your product is not only a solution but the best solution because of its special features, which you should list in an easy-to-understand way. Be brief and stick to the most compelling details. 


After you’ve addressed the problem, solution, and product or service, you should have room to build enough credibility for your company to continue guiding your audience by suggestion. There are no hard and fast rules for what to say, but it’s vital that you be your genuine and authentic self while also trying to remain unique from the competition. 

Play it cool; Don’t oversell yourself. Welcome your audience with a clear example of what makes your company culture special and how you will solve unique marketing challenges. The goal of any video is to nurse leads, not completely sell them. Keep the script’s focus on the audience’s needs, and the audience will stay focused long enough to see what you have to offer. 

Call to Action

The final piece of an effective video script is the call to action. The ultimate goal of the script is to convince the viewer to act based on the problem and solution you’ve introduced.

In a call to action, tell the viewer directly what you want them to do and how their action will benefit them. For example, ask them to schedule a complimentary consultation, book an appointment or take advantage of a limited-time holiday offer. Ask them to like, follow, share, or subscribe to your social media, newsletter, blog, etc. Even drawing more profound attention to one of these things will boost the success of your message. 

Once the video script is drafted, then you’re on to the world of production! Production is often distinguished by its pre-production, display, and post-production stages. Having an efficient script that provides your video with structure eases the burden on the rest of these stages. 

Finally, if you’re interested in upping your game in video marketing, you should invest in marketing strategies beyond expensive equipment. What better helps bring your ideas to life is a video marketing partner who shares your vision. 

Book your Growth Strategy Call with our creative team at Corbec Media to discuss how we can help you develop a video script and deliver high-quality production that brings your brand to life. For an overview of all our video production services, please visit

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