Alpina Production
January 9, 2023

How to write a good script for a sales video?

Posted on January 9, 2023  •  5 minutes  • 912 words  • Other languages:  Русский, Українська
Table of contents

A sales video can tell a compelling story about your business in 60 seconds.

But for this, first of all, you need to develop a killer script.

A well-written, engaging script is the foundation of a successful sales video.

And it all starts with proper preparation:

1. You must know your audience;
2. Understand what you want to convey to her;
3. How to push her to take the actions you need.

We offer 7 tips to help you write a screenplay.

7 Simple Rules for Screenwriting

1. Video script should be short

The length of your script depends on your audience. An interested user can devote a lot of time to studying your site. But an Internet surfer who stumbles upon your site by accident is ready to spend just a couple of minutes to find out how interesting your content is and whether he really needs your product.

2. Your message must be delivered within the first 30 seconds

Reduce the message of your entire video to one sentence and place it in the first 30 seconds of the script. Your message should tell viewers what to look for in the video.

3. Address your audience directly

The easiest way to address an audience is to use personal pronouns such as “you” and “your”.

Another way to grab the audience’s attention is to show viewers things they care about. You may be proud of your second quarter earnings, but no one cares except you. The viewer is concerned about their own “pains”, wondering if you can help them with them.

Don’t waste time telling your audience what they already know.

Instead, focus on what potential customers need to know about you in order to trust you and take the actions you need. Do not address them haughtily and do not spread your thoughts along the tree. Befriend them and they will be willing to give you an opportunity to sell them something.

4. Pick the Right Atmosphere

Keep the image of your client in mind when creating the atmosphere of your video. Express in one sentence the purpose of the video: why you are creating this video and what you want the viewer to do after watching it. This will determine the atmosphere of your video. And you can decide on the form: an interview with an employee in the office or a brief presentation, or maybe a bold outdoor documentary or a light-hearted colorful animated review.

Atmosphere determines the choice of scene, narrator or participants in the plot, the pace of events, the rhythm and type of dialogue.

5. Tell a story

Most sales video scenarios are not very diverse: they show the problem (the person is tired), they present the solution (the person drinks an energy drink without sugar, without calories, etc.), they explain how it works (our energy drink is all natural, blah blah blah) and invite viewers to take a specific action (buy our energy drink at a nearby store).

Dry facts, statistics and definitions are the norm for classrooms. But your video isn’t meant for students locked in a classroom, is it?

So avoid lifeless content at all costs. Instead, show real people your company has helped. Show the benefit that people have received as a result of using your services. The better you tell your story, the more likely viewers will understand how your company can help them.

6. Use humor wisely

Humor is a great tool for storytelling. Of course, if it is organic for your message. Make sure the humor really fits into the story. Keep in mind that inappropriate humor can not only distract the viewer from the essence of the plot, but even alienate potential customers.

7. Pick the Right Speech Rate

The speech speed should be between 100 and 120 words per minute.

Even if you can speak 200 words per minute, you should not do it. Keep in mind that viewers need to be given time to digest what you have said (this is especially true if the information is voluminous or technical in nature).

The speed of speech, reminiscent of machine gun fire, quickly tires viewers, reduces comprehension, and makes them want to stop watching.


In general, do not mess with the script. Take the time and effort and do it right. Ask friends and colleagues for feedback and make sure the script is interesting and easy to understand.

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