For me, the scripting and concept stages are the most important elements of creating an effective video asset. Information gathering and distilling down the multiple copy points and "must-have" features of a product is time consuming but a vital component of any internet commercial whether it's a short 30 second brand message or a three minute technical deep-dive.
When it comes to drafting the script there are three things I keep in mind:
1- What are the pain points? i.e what are the issues that this product is helping to solve.
2- What's the current perception of the product in the market-place and how do we want to change that? Or, if it's a new product, what's the most compelling reason for people to buy or want to find our more information about the product?
3-Who's the audience?
Armed with the answers to these questions gives a solid foundation to begin to build the creative execution and script flow.
