How to write a script for a short promo video.

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Do you feel a rush of excitement when thinking about creating a video? Then, just as quickly, do you panic at the thought of writing the script? You’re not alone. The common misconception is that shorter videos must be easier, but we have found that the opposite is true. Having to convey a lot of information in a short runtime is a challenge, how do you know what to keep and what to drop?

But once you know a few tricks, it gets a lot easier.

Imagine this: Your video is a journey from a to b, and the script is the map. Without a map, your message wanders, your audience gets lost, and your goal fades into the distance. But with the right map, every second of your video becomes purposeful, sharp, and impactful. 

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Step 1: Start with a Clear Purpose

A great script or outline begins with one question: 

What do you want your audience to do or feel after watching? 

Is it to buy your product? Share your story? Understand a concept? Nail this down, and you’ve just drawn the X on your map.

Let’s say you’re a small business owner introducing a new service. Your purpose might be to spark curiosity or drive people to your website. Keep this purpose at the heart of your script.

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Step 2: Hook Them in the First Few Seconds

Today’s audience has the attention span of a goldfish eight seconds, in our experience, less. Your opening line is your only chance to grab them. Start with a surprising fact, a question, or a bold statement. For example: “What if I told you that in just 30 seconds, you could transform your business?”

Think of your hook as the neon sign that makes them stop scrolling. Make it impossible to look away. 

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Step 3: Simplify Your Message

Short videos thrive on simplicity. Choose one message and stick to it. If you try to cram too much in, you’ll lose your audience. Use clear, conversational language. Avoid jargon unless your audience loves it. (Which is rare)

For instance, instead of saying, “Our innovative platform leverages cutting-edge technology to optimize your workflow,” say, “We make your work faster and easier.” Always be looking to simplify your script and language, not because your audience is stupid, but because they are processing imagery, sound and words all at once, so by keeping the wording simple, you allow the message to be easier to digest and crucially, retained by your audience.

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Step 4: Structure Like a Story

Every great script has a beginning, middle, and end. In the beginning, introduce the problem or opportunity. In the middle, show your solution or idea. And in the end, give a clear call to action. For example:

• Beginning: “Struggling to keep track of your projects?”
• Middle: “Our app keeps everything organized in one place.”
• End: “Try it free today!”
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Step 5: Respect the Clock

In a short video, every word matters. Read your script aloud, and time it. Aim for fewer words per second than you think - remember, your audience needs time to absorb what they’re seeing and hearing.

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Step 6: Add a Dash of Personality

Your script should sound like you. Whether that’s fun and playful or calm and professional, let your personality shine. Authenticity builds trust.

When you combine purpose, simplicity, structure, and personality, your script transforms into a map that guides your audience exactly where you want them to go.

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By reverse engineering the process and thinking in terms of a map, you can much more easily pinpoint the messaging for your script. 

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