Short video: prepare a clear script to present an offer

Social networks · 7 min reading

To present an offer in a short video, write a script that connects a specific situation with a demonstration, then indicates what the person can do next. Prepare the lyrics, outlines and texts on screen together. A good short video script doesn't summarize your entire catalog: it makes an offer understandable without asking the viewer to guess what is being shown.

This method is suitable for an e-commerce product as well as a service. It is used to prepare for filming, not to guarantee that the video will be viewed a lot or that it will trigger purchases.

Key points

• Address a question or a use, rather than a list of benefits.
• Match each sentence with a workable plan.
• Explain important visual information in storytelling.
• Reread the subtitles and the conditions of the offer before broadcast.

Define what the video should explain

Before writing, complete this working sentence: “This video helps this person understand this use or service. » If you need to list multiple offers to complete it, narrow the scope.

Then gather the verifiable elements: product characteristics, content of the service, conditions of use and limits. A demo should show what the offering actually does. It must not imply that an accessory is included if this is not the case.

Finally choose what can be filmed simply: a gesture, a manipulated object, a work step or a demonstration document without personal data. For an abstract service, showing an understandable deliverable is often more useful than filming a person listing qualities.

Build a workable short video script

Open on an identifiable situation

Start with the context of use, without a long presentation of the company. Don’t exaggerate the problem to create artificial urgency. A concrete question allows you to immediately know who the video is aimed at.

Show the offer and how it works

Name the product or service, then show the action or step that answers the question. Replace vague phrases like “innovative solution” with an observable description. If a manipulation requires an explanation, plan it in the script rather than hoping to catch it during editing.

Add the limit and the useful sequence

Keep the condition that changes the decision: compatibility, element not included or information necessary for a quote. The end can lead to a detailed information sheet or a specific question. Verify that the advertised means of access exists on the chosen network, instead of promising a link that the person cannot find.

Prepare lyrics, outlines and subtitles

For each sequence, note the spoken text, what will be filmed and what will appear on screen. A table with three columns is enough: lyrics, plan, displayed text. This cutting reveals the difficulties before filming: missing product, impossible angle, text too long or visible information that the voice does not explain.

The W3C recommends clear language and description of necessary visual information. Apply this advice to the script: name the element being manipulated instead of just saying “this one.” Don’t reserve an important condition for inconspicuous on-screen text.

Subtitles require their own verification. YouTube says automatic captions may incorrectly transcribe lyrics, especially with background noise or certain accents, and recommends controlling them. Particularly reread product names, negations and conditions of offer. Also check the synchronization of the subtitles and their presence in the actually published version.

Provide contrasting text that is readable on the phone. In the network preview, verify that the controls are not hiding the product or the subtitles. The rendering may change depending on the platform: a clean export does not exempt you from this check.

Fictitious example: presenting a storage bag

The product, offer and sentences below are fictitious and serve only to illustrate a script. There are no results associated with this demonstration.

1. Situation: “Want to store a blanket without leaving it exposed to dust? » The shot shows a blanket placed on a shelf.
2. Presentation: “This cover closes with a zipper. » The plan shows the opening, then the insertion of the cover.
3. Demonstration: “The handle allows it to be taken out of the cupboard. » The plan shows the handling, without suggesting a different use.
4. Limit: “Check the dimensions of your blanket before choosing the cover. » The image shows the measurement, while the voice explains what to compare.
5. Continued: “Find the dimensions and maintenance instructions on the product pages. » The means of access is adapted to the channel selected.

This script does not attempt to present the full range. It allows you to prepare objects, gestures and information to be confirmed before filming.

Test the script and avoid common errors

Read the text out loud using the gestures. Time this essay and remove redundant passages rather than speed up the diction. If a sentence sounds like a brochure, rephrase it as an explanation to a person.

Then have someone who is unfamiliar with the offer watch the trial. Ask what is being sold, how it is used and what condition remains to be checked. If the answers differ, correct the explanation or plan in question before working on the transitions.

Common errors are demonstrating too quickly, music that drowns out the voice, superlatives without proof, and conditions relegated to a caption. A short video does not replace the detailed information needed to make a choice. Nor does it make an offer suitable for all audiences.

Checklist before filming

• The offer and the question addressed are identifiable.
• Specifications, included items, and limitations are confirmed.
• Each sentence corresponds to a feasible plan.
• Important information can be understood by listening.
• The equipment and documents to be filmed are ready.
• Rereading of subtitles and control on the telephone are provided.
• The advertised destination exists and contains useful details.

Frequently asked questions

What duration should you choose?

The duration necessary to explain the subject without rushing the speech. Time a playback with gestures, then check the limitations of your chosen format in network help. No timing guarantees attention or sales.

Should you appear on camera?

No. You can show a product or demo with a voice that clearly explains the steps. If the person speaks to the image, make sure that their face is visible and that the sound remains intelligible.

Can we use the same video everywhere?

You can keep the demonstration, but control the texts, framing, superimposed commands and the means of access to the offer for each network. Also check the permissions applicable to the elements used, particularly music.

Your next step

Choose a question received on an offer and write the lyrics with the corresponding plans. Take a comprehension test before the final version. Correct what the viewer doesn't understand, rather than adding effects to compensate.

Sources and resources

• W3C WAI: Audio Content and Video Content. Clear language, storytelling of visual information and readability.
• YouTube Help: Use automatic subtitles. Transcription limits and subtitle control.