Posted October 2, 2012 by Steve Young

By introducing your company with video, your audience will build a deeper connection with your brand — and consumers will buy more of your products and services. In this article, you’ll learn how to write a script that will engage your audience and increase sales.

More and more companies are using web video to introduce themselves and their products. Google recently launched One Pass, a new payment system for publishers. Instead of relying on copy alone, the product’s landing page includes an embedded video.

The video covers a lot of benefits in 60 seconds. We learn that Google One Pass is a simple way for readers to access paid content, users only need one login to access news anywhere and it’s easy to set up for publishers. They could say more, but instead they introduce the product and draw the reader into the copy.

Less is more

When writing a script to introduce your company, keep it as short as possible and resist the urge to be comprehensive.

If your law firm provides services across a range of disciplines — M&A, insurance, tax, litigation and employment — you might feel tempted to touch upon all these areas. If your service has five main benefits, you might assume that only mentioning three will be 60% as effective. This is wrong for a few reasons:

  • When a script is too structured — service X, service Y, service Z — it sounds stilted
  • Each additional point has declining marginal benefit
  • People should still feel hungry when the video ends — leave them wanting more

Tell a story

The most effective brands don’t just sell great products; they also tell great stories, and San Francisco-based DODOcase is no different. The company uses traditional bookbinding methods to create covers for the iPad and Kindle. Their video opens with the quote, “people are willing to wait a little bit longer to get a product that they know where it comes from and they know how it was made.” Then, the video explains how their company helps people practice an old art form in the days of digital readers and iPads.

When using their product, the company wants you to “feel the history of what went into it.” This is made much easier by the narrative of the video and the way that ties into the company’s name and slogan (Protects from Extinction). Think about the story your company can tell.

At around 50 seconds, Mark Manning makes a lighthearted joke that sounds natural and unscripted. Without actors, it’s usually much easier to achieve this degree of authenticity by simply asking your staff questions and letting them ad lib. Of course, you can still provide some direction on what they should say.

The video above lasts around two minutes, but they also have a longer version that lasts nearly four. If you’re ever in doubt about the benefits of brevity, look at how much sharper the shorter version is.

Conversational language

Don’t talk about how you “take a holistic view of a company’s HR strategy to deliver out of the box thinking.” It sounds ridiculous and makes it impossible to tell an engaging story. Instead, write your script in clear, accessible language and always speak in the active voice. The active voice is where you lead with the noun that is doing the action: Will eats food instead of food is eaten by Will.

Change the pace

For a corporate video introducing your company, don’t spend more than 20 seconds on the same thing. Mix up the music, the background, the subject and the pace. And you should avoid making the changes appear formulaic. For an example of how this is done, watch Innis & Gunn’s video:

Speak with a unified voice

Your website design, copy and video should all have a unified tone. One company that pulls this off is Buy Ugly Sweaters. “Look for a sweater so hideous and unattractive that no one else would be caught dead wearing something so silly”, advises sweater agent Daniel Redman.

On their site, the sales copy is equally helpful: “unless otherwise stated, all of our sweaters are gently worn and are processed to be suitable for immediate wear.”

By combining the same tone across their video and sales copy, you can’t help but feel immersed in the brand. So much so, you’re probably tempted to buy an ugly sweater of your own.


When you’re writing your company’s script, avoid the temptation to cover everything. Tell a story that makes your audience connect with your brand. Speak in clear, accessible language and ensure your video, copy and design all share the same tone. Above all, think creatively and be different.

This guest post was written by Craig Anderson from CM Copywriters, the copywriting agency. They offer copywriting and scriptwriting services.

About Steve Young

Steve Young is the Director of Product Marketing at SmartShoot. He enjoys writing about marketing, design and product development. Although he shares the same name as a famous quarterback he unfortunately does not share the same bank account, so please throw him a bone and share or comment on his posts. Connect with him on Twitter and Google+.

Keep in touch: @stevepyoung

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