You Don’t Need A Video Script

computer keyboardSome business leaders freakout a little over their video script. They want it to be perfect, and I certainly understand the place they’re coming from. The only problem is that video is art, so there is no such thing as “perfect.”

There is good news though for anyone worried about not being able to create the perfect video script. You don’t need one. As a matter of fact, you don’t need a script at all.

All the control freaks out there go ahead and read that paragraph a second time. You read it right. You don’t need a video script… in a manner of speaking.

You don’t need to sit down at a computer with all of your promotional language and hammer out a written script for the video to follow. In many cases, it’s a waste of time. Those types of videos often turn out sounding canned… in other words, scripted… because they are.

People are more important than words

Instead of spending all of your time creating something like that, use your time to select the right people to appear in the video. Who loves their job? Who talks effortlessly about what they do? Who puts a smile on everyone’s face? Pick the right people, interview them on-camera and they’ll end-up writing your script for you.

People who are passionate about what they do just have a way about them. In video, “how” they say it can be even more powerful than “what” they say. It looks, sounds and feels… authentic… because it is.

Let their words tell your company’s stories. I don’t care whether you run a micro business or you’re marketing a Fortune 500 company, passionate employees do a great job selling the company.

Try this type of video script

Now once the interviews are over, your professional video producer can pick the best sound bites and arrange them into script form. It doesn’t give you the same measure of control you get by scripting everything that’s said, but what you give up in control… you get back in authenticity.

I’ll take passionate people over a “perfect” script any day of the week.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 12 Telly Awards for its work over the last eight years.