How to Write a Perfect Script

How to Write a Perfect Script

How Can You Produce the Right Message and Get Magical Results?


Let’s talk scripting. How can you write a perfect script?


Simply put, no script=no video, bad script=bad video.


Over the years Ydraw has published (and will continue to publish) posts about script writing since the topic is so important and sometimes can be a hard one to truly grasp.


Your script is the framework or skeleton and life’s blood of a video that will deliver your core message to your audience and draw them in to learn more about you and your company.


I may be stating the obvious here, but everything else that is done with your video, from scene planning to art to voice over, follows and builds on your script. Unscripted delivery is called improv and that only works on stage or on the sales floor.


Whether you’re working with one of our creative directors/script writers or writing on your own, following the six guidelines in this article will save you time and frustration during the script writing process and help you create a perfect and effective script for your video.


1-Know Your Audience and Speak To Them..not At Them.

You have a product or service that will change peoples’ lives and the world deserves to know everything about it! Right?? Wrong!!


Let’s face it, your audience is priority #1 so before you start bullet-pointing all you have to offer, make sure you really understand who you’re trying to reach, put yourself in their shoes, and see how long you’d be willing to listen to your own message.


What is your audience dealing with, how can you help them, what will make them listen to you and why should they? If you were them, what would catch and keep your attention?


Create a fictional person or avatar. Know everything about him or her—write to connect with that “person”.


As a professional writer, whether I’m writing scripts, blogs, articles, screenplays or a full blown novel, I’ve noticed my best work is done when I put my ego aside and find a specific target or “person” to write to. It helps me write in a way that creates a much deeper connection with my audience as a whole.


In the article Script Writing 101: Know Your Audience, Ydraw Creative Director Linne Marsh goes into detail about how to identify your audience and how to gain trust and interest by showing that a product or service you have can “ease their pain”. She also warns against going off on tangents that could drive potential customers away.



2-Include Five Key Elements in Your Script:

These elements are your structure and must be included somewhere in your script, no matter what and no matter how. You can be creative and hint at or even combine some of the elements (your B-Problem can also be your A-Header depending on how you write it) but make sure you incorporate all five.

  • A-Header: Have a powerful header or hook to draw your audience in.


  • B-Problem: Clearly identify a problem your audience can relate to.


  • C-Solution: Show how your product, service or idea will remedy that problem.


  • D-Testimonial or Proof: Provide testimonials or an example of when or how it has worked for others.


  • E-Call to Action or Offer: Invite your audience to buy, click a link, send an email or make a call, whatever it is you want them to do, at least once during your video.



3-Follow the Made to Stick Principles:

Jace Vernon wrote an in-depth article called 5 Step Guide to Writing A Script the “Made to Stick” Way about one of his favorite marketing tools; The Made to Stick Model by Chip and Dan Heath. Read the book. If not the book, at least read or re-read Jace’s article—it is well worth your time!


Put these tried and true Made to Stick guidelines listed below into practice and you will see results!


  • A-Simple: Save the nitty gritty details of your product, business or people until after you’ve gotten your audience wanting to know more. Keep your message clear, simple and relatable.


  • B-Unexpected: Have an element of surprise to your message to catch and keep attention. Have fun with this. Use off the wall ideas or metaphors, unexpected facts and definitely include humor when you can!


  • C-Concrete: Create a very clear picture of your message for the audience. Avoid being too abstract.


  • D-Credible: Use statistics or authorities/experts to validate the benefits of what you are offering.


  • E-Emotional: Playing to your audience’s emotions is so critical! People remember messages when they feel something during delivery. So many decisions are made emotionally!


  • F-Stories: Make sure your script has an engaging story your audience will get involved with and want to watch through to the end.



4-Write in Memorable Scenes

We love what we do and we love our videos! What isn’t to love about watching a cartoon being drawn and listening to an entertaining story, right?

Where making people smile is definitely right at the top of our list, the reason we are here is to help you market your message. If too much focus is on creating a captivating cartoon, your message could get lost in the art of your video.

Keep in mind, the human brain thinks in pictures.

This is why Ydraw videos are done in shorter scenes rather than one long visually stimulating story.

For example, say you want to market a program to help with finances. It could look like this:

  • Scene 1: A family of five is having financial struggles.
  • Scene 2: Your amazing program can help them organize their finances just like it has helped dozens of others.
  • Scene 3: The family uses your program and they are able to afford a trip to Disneyland.
  • Scene 4: Invite your audience to call the number on the screen and talk to a financial expert NOW!

Of course there would be a lot more to the script, but if you focus on the main points, put them into scenes and write catering to those scenes, your audience is going to walk away remembering what you want them to remember.


5-Write with Pictures in Mind

Writing a whiteboard script is very different than just about any type of writing. You have a short period of time to tell a story while it’s being drawn to life on the screen before your audience’s eyes.

Yes, your script is the foundation and most critical part of your video, but the pictures are what people see and remember–and that’s why you’re here.

As you think of your scene, think of potential accompanying visuals and write only what will be said by the voice over artist.

The beauty of whiteboard video is that pictures do a lot of the explaining for you and this cuts down on your word count. A good rule of thumb for word count is to keep it between 150-160 words per minute. Writing that way might be more challenging than you think but you’ll notice much more clear and memorable messages as you write with the pictures in mind.


6-Make Sure Your Script Isn’t Boring

There are enough boring things to read and watch in this world.

Clients admittedly come to us with necessary but less than exciting products and services. We make learning about somewhat mundane things un-boring with metaphors, humor and unexpected twists.

Enlist the right side of your brain and add life and character to your message so it grabs and keeps attention, is memorable, and makes magic that encourages potential clients want to learn more about your business and you!

Thank you for reading “How to Write a Perfect Script”

To dig even deeper, read the articles below.

How to Write for Corporate Video

Newest Video Scribing Video | 3 Ways to Improve the Script

5 Step Guide to Writing a Script the “Made to Stick” Way

Script Writing 101: Know Your Audience

Video Script Writing: Another Form of Selling

Script Writing Infographic

3 Steps to Creating a Perfect Whiteboard Animation Script

The Elements of a Great Script | Meet Ydraw’s Scripting Team


Script Writing 101: Know Your Audience

Script Writing 101: Know Your Audience

Script Writing 101: Know Your Audience

I love to read and hike, so when I saw a magazine article about a local hiking trail, I was intrigued. The article opened with a beautiful introduction, but after the first couple paragraphs, I was lost in sea of unexplained tangents. The author wrote about the scenery, the history, and her daughter and husband—unintentionally taking the article in a new direction with each topic. When I finished reading, I was left with more questions than answers. The promising article was quickly thwarted by the author’s inability to identify and connect with her audience.

Effective scripts require many successful components: an engaging hook, important facts about the product or service, but one aspect of a script writing stands above the rest—the audience. Proper knowledge of the audience, or target market, is the foundation to a successful script. You might have a product that will revolutionize humanity, but if you can’t convince your audience they need it, then the product will fail.

Avoiding Failure

While I sincerely believe we can learn a lot from our mistakes, I don’t want you to fail, so the first step to writing an effective script is a clear understanding of who will want or need your product or service.  This is not an aspect of script writing where you can give a blanket answer, like stay-at-home mothers, or business professionals. Dig deep to uncover the nitty-gritty demographics of your consumers.

When I write, I like to create a fictional person to whom I can refer throughout the creative process. This might seem easy, but the character needs to resemble the target audience all the way down to the type of coffee they drink (or perhaps, don’t drink). Start by asking these questions:

1)     Who is the target audience?

2)     Are they male or female?

3)     How old are they?

4)     Are they single, married, widowed, or divorced?

5)     What is their education level?

6)     Where do they live?

7)     How much money do they make?

8)     Where do they work?

9)     Where do they go when they’re not at work?

10)  What is their tone? Casual? Professional?

I’m sure you get the idea, and maybe you will need to add more questions to really get into your audience’s psyche. Ask away! These questions help you identify with your audience and create a script that targets the important aspects of their lives: what makes them happy, sad, calm, and more importantly, what causes them pain. Not necessarily a physical pain but an annoyance that your product can solve.

Easing the Pain

This brings us to the next step: identifying and solving your target market’s pain and predicament as it relates to your product or service. Your product or service solves a problem for your audience. Because you’ve already created the product or service, you are aware of the problem. For the purposes of script writing, you not only need to be aware of the problem but you also need to strip the problem down to its very core. An effective time range for a video scribing video is anywhere from 60 to 90 seconds, so every word needs to count. To efficiently convey the problem and solution in a script, you should be able to explain the problem and solution in one or two sentences.

For example, every month my client’s network suffers attacks by a different virus, so my software eliminates their suffering by protecting their network against all virus attacks at a better rate than my competitors.

With a condensed version of your problem and solution, you will never lose site of the true target of your script. Condensing the problem and solution might be difficult, but it can be done. I have written scripts for corporations with very technical products, and I can always condense the problem and solution so it relates to the audience. It might take a couple tries, but you can do it.

No Dumping Zone

Your product or service is amazing; you will be tempted to make the product the focus of the script— resist. The last thing you want to do is use 60 to 90 seconds to dump a whole bunch of information about the product on your audience. The audience will not be able to decipher the information that pertains to them. As the expert, it is your job to identify the information that is important and show your audience only what they need to know. This can easily be accomplished by writing out a draft of the script, and then, as you read through it, ask: will my audience need to know the product or service does this? Does this entice my audience to purchase my product or services? If the answer is no, rework it or delete it. Try not to be depressed that you can’t fit all the information in. The most successful scripts are succinct and propelled by information that appeals to the specific audience.

The magazine article I read could have easily appealed to outdoor enthusiasts searching for a trail with historical value, but without direction and clear knowledge of a specific audience the message of the article was lost. You do not need to fall victim to a directionless script. Simply create a fictional character to represent your audience, identify a condensed version of the problem and solution as it pertains to your audience, and include only the information the audience needs to know about the product. By following these steps you will write a successful script for a video that will not fail.