Scriptwriting Guide

We created this guide to help you utilize the power of the strategic business story in writing your reel script, including advice and lessons learned while working with our customers.

Scriptwriting Guide

We created this guide to help you utilize the power of the strategic business story in writing your reel script, including advice and lessons learned while working with our customers.

General Scriptwriting Advice

The goal of your script is to create a message that resonates with your customers. Make it relatable to their situation. Create a connection. But do so simply.

  • Use Story Parts
    You cannot tell your whole story in 30 seconds. So the idea is to choose the parts of your story that best complement the goal of your reel.
  • Keep It Simple
    You're not going to impress anybody by using big fancy words. Convey confidence and authority to the viewer by using straightforward language.
  • No Jargon
    There is no better way to de-value your message than using industry jargon. You can avoid jargon by being specific about your value proposition.
  • Word Count
    Aim for a maximum of 60 words when creating your reel script. Give your viewer the time to read and process your message.

General Scriptwriting Advice

The goal of your script is to create a message that resonates with your customers. Make it relatable to their situation. Create a connection. But do so simply.

  • Use Story Parts
    You cannot tell your whole story in 30 seconds. So the idea is to choose the parts of your story that best complement the goal of your reel.
  • Keep It Simple
    You're not going to impress anybody by using big fancy words. Convey confidence and authority to the viewer by using straightforward language.
  • No Jargon
    There is no better way to de-value your message than using industry jargon. You can avoid jargon by being specific about your value proposition.
  • Word Count
    Aim for a maximum of 60 words when creating your reel script. Give your viewer the time to read and process your message.

Strategic Story Parts

Take it from us. We've done this a few times. Learning the parts of the strategic business story and applying them to your business makes the scriptwriting process a lot easier.

1
The Big Change
Is there an old way versus a new way of doing business in your space? This change or shift may not be evident to your customers, so it's your job to make them aware.
2
The Consequences
Make your customers understand the need to take action or suffer the consequences. Success requires adapting to this change.
3
The Best Case
What does it look like to thrive in this change? Make the elements of success known and the potential to succeed a reality.
4
The Obstacles
What obstacles will your customers face in achieving this best case? Make them known objectively.
5
The Solution
What features of your product or service help your customer overcome these obstacles? Make them known objectively. Be an authority on the topic.
6
The Benefits
What benefits will your customers enjoy from your solution's ability to overcome these obstacles? Again, be specific about your value proposition.
7
The Evidence
Do you have proof that you can deliver on your promise? A few good testimonials will do the trick.

Strategic Story Parts

Take it from us. We've done this a few times. Learning the parts of the strategic business story and applying them to your business makes the scriptwriting process a lot easier.

1
The Big Change
Is there an old way versus a new way of doing business in your space? This change or shift may not be evident to your customers, so it's your job to make them aware.
2
The Consequences
Make your customers understand the need to take action or suffer the consequences. Success requires adapting to this change.
3
The Best Case
What does it look like to thrive in this change? Make the elements of success known and the potential to succeed a reality.
4
The Obstacles
What obstacles will your customers face in achieving this best case? Make them known objectively.
5
The Solution
What features of your product or service help your customer overcome these obstacles? Make them known objectively. Be an authority on the topic.
6
The Benefits
What benefits will your customers enjoy from your solution's ability to overcome these obstacles? Again, be specific about your value proposition.
7
The Evidence
Do you have proof that you can deliver on your promise? A few good testimonials will do the trick.
Scriptwriting Framework w/ Example

Our scriptwriting framework provides options for using strategic story parts to deliver a cohesive message relatable to your target customers. Viewers are more likely to value your solution if they know that you value their problem.


And as you will see below, you can create multiple variations of the same message depending on your selected focus in each step.


Disclaimer: The example given is fictitious and not known to be accurate or true. It sounds pretty good.

1
Start with the change

Identifying the change is always the first part of your script.


You may determine there exists more than one. Great! But each messaging campaign needs to focus on only one as a common unifying thread.


Script Example:


"Single-use plastic containers have worn out their welcome."

2
Reveal a condition of the change

There are three conditions that exist as a result of this change: consequences, opportunities, and obstacles.


Pick one of the three conditions as a focus.


Script Example: Obstacle Focused


"But there are many obstacles to overcome."


"Using today's methods, the re-tooling required for manufacturers to transition to more bio-friendly materials has made the process prohibitively expensive."


"Possibly forcing manufacturers to close their doors."

3
Demonstrate your value

Value delivery can be expressed in three forms: your solution, enjoyed benefits, and evidence of delivery.


Pick one of the three value delivery forms as a focus:


Script Example: Evidence Focused


"Introducing Acme Bio Fixtures."


"We have successfully re-tooled 8 of the top 10 container manufacturers worldwide for a fraction of the cost of traditional methods in half the time."

4
Deliver your call to value (action)

Provide a next step for the viewer.


Tease one of the two value delivery forms not used in the previous step with an incentive for the viewer to take action.


Script Example: Solution Focused


"Put our patented Bio-Extrusion 3000 system to work in your facility today and qualify for the 2023 Federal Plastic Elimination grant."


"Schedule your call today to qualify."

Scriptwriting Framework w/ Example

Our scriptwriting framework provides options for using strategic story parts to deliver a cohesive message relatable to your target customers. Viewers are more likely to value your solution if they know that you value their problem.


And as you will see below, you can create multiple variations of the same message depending on your selected focus in each step.


Disclaimer: The example given is fictitious and not known to be accurate or true. It sounds pretty good.

1
Start with the change

Identifying the change is always the first part of your script.


You may determine there exists more than one. Great! But each messaging campaign needs to focus on only one as a common unifying thread.


Script Example:


"Single-use plastic containers have worn out their welcome."

2
Reveal a condition of the change

There are three conditions that exist as a result of this change: consequences, opportunities, and obstacles.


Pick one of the three conditions as a focus.


Script Example: Obstacle Focused


"Using today's methods, the re-tooling required for manufacturers to transition to more bio-friendly materials has made the process prohibitively expensive."


"Possibly forcing manufacturers to close their doors."

3
Demonstrate your value

Value delivery can be expressed in three forms: your solution, enjoyed benefits, and evidence of delivery.


Pick one of the three value delivery forms as a focus:


Script Example: Evidence Focused


"Introducing Acme Bio Fixtures."


"We have successfully re-tooled 8 of the top 10 container manufacturers worldwide for a fraction of the cost of traditional methods in half the time."

4
Deliver your call to value (action)

Provide a next step for the viewer.


Tease one of the two value delivery forms not used in the previous step with an incentive for the viewer to take action.


Script Example: Solution Focused


"Put our patented Bio-Extrusion 3000 system to work in your facility today and qualify for the 2023 Federal Plastic Elimination grant."


"Schedule your call today to qualify."

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