A polished video with a weak script will underperform every time. Conversely, a strong script can make even modest production values feel compelling. Learning to write effective video scripts is one of the highest-ROI skills any Perth business owner or marketer can develop.
Why the Script Comes First
Everything downstream depends on the script: the shoot plan, the location, the B-roll list, the edit structure, the music choice. Starting a video project without a script is like starting a building without blueprints — technically possible, practically chaotic.
Word Counts by Video Length
Speaking at a natural, conversational pace of approximately 130 words per minute:
- 30 seconds: ~65 words
- 60 seconds: ~130 words
- 90 seconds: ~195 words
- 2 minutes: ~260 words
- 3 minutes: ~390 words
- 5 minutes: ~650 words
Use these as your targets. If your first draft is twice the word count, cut it in half before you do anything else.
The 3-Part Structure
Hook (First 10–15% of script)
Open with a question, a surprising statistic, or a bold statement that immediately identifies the viewer's problem or desire. "Did you know 85% of social video is watched on mute?" is a hook. "Today I'm going to talk about video captions" is not.
Body (Middle 70–75%)
Deliver the value you promised in the hook. Structure it in 2–4 clear points. Each point should have a brief explanation and, where possible, a concrete example. Avoid jargon — write for your least-informed viewer.
Call to Action (Final 10–15%)
Tell the viewer exactly what to do next. One action, stated clearly. "Visit perthcontent.com to get a free quote" is better than "Feel free to reach out to us if you'd like to discuss your needs further."
Writing for the Ear, Not the Eye
Video scripts are spoken, not read. Write the way people actually talk:
- Use contractions (we're, you'll, it's)
- Keep sentences short — rarely longer than 15 words
- Start sentences with "And," "But," or "So" — perfectly fine in spoken English
- Avoid passive voice ("it was found that" → "we found")
- Read every line aloud. If it sounds awkward, rewrite it.
Adding B-Roll Notes
As you write the script, note what visuals should appear on screen at each moment. These are called B-roll notes and they make your editor's job significantly easier:
"We work with over 50 Perth businesses..." → [B-roll: team working at desk, client meeting, before/after video comparison]
You don't need to be prescriptive — suggestions are enough. Your editor can interpret and improve on them.
The Approval Process
Before shooting begins, get written approval from all stakeholders on the script. Changes to a script before the shoot cost nothing. Changes after the shoot may require an expensive reshoot. Lock the script before the cameras roll.
A Sample Script Template
[HOOK] "[Open with question or statistic that nails your viewer's problem]" [PROBLEM] "[Name the pain. Be specific and empathetic.]" [SOLUTION] "[Introduce your product/service as the answer. Keep it simple.]" [PROOF] "[One sentence of credibility: a client result, a stat, a credential.]" [CTA] "[One clear next step. URL or phone number.]"
Need help turning your script into a finished video? Perth Content handles everything from scripting through to final delivery. See our corporate video service or get a quote today.