How to structure persuasive video content for your business

Picking up a camera and filming or getting straight into animation software is what most amateurs do when they get into videography and production. Problem is, these typically turn out bad for the end-user because it’s simply not story-focused.

One of the worst things you can do when developing a new corporate video is to build without a storyboard or script that’s geared towards making the viewer take the action you want.

For example, if you want them to sign up for your email list, there are ways to prime them to do just that. If you want them to take action in other ways, they’ll need more information.

Here are some ways to put together a strong structure for your video content without hiring a video production company.

1. Focus on Benefits, not Features

Similar with other communication faux pas, videos are not exempt from this issue. Over-focusing on features give the viewers very little reason to act on the information provided, it just simply isn’t compelling.

Try to talk more about benefits instead to grab your audience’s attention and get them to say ‘yes’ I want to buy your product.

2. Use the Hero’s Journey

Seen this video before? Even the image is already startlingly interesting. The reason this is this way is because you’re naturally attuned to the storyline structure of the Heroe’s journey.

When you run out of ideas, move back into the tried-and-tested structure that has been used for almost all the blockbuster movies you’ve ever watched. Companies like Disney, Pixar etc, use it. It’s the Hero’s Journey. This very famous structure has been used in almost anything imaginable from TV-series to story and comic books.


3. Use the AIDA Framework for Marketing

One of the most ubiquitous communication frameworks used among marketers is the AIDA framework, which stands for Attention, Interest, Desire and Action.

This is used in almost all forms of marketing collateral, from ad funnels to landing pages. It also can be used to enhance your video structure.


4. Include an elevator pitch upfront if you’re selling a product

If viewer don’t ‘get’ what you’re saying in the first 30 seconds, you’re going to have a problem keeping their eyes glued to the screen. Often, when explaining a product, they need to quickly understand the value proposition and of course what it does in a quick, punchy summary.

Try to put your value proposition into one sentence and use that upfront. Think of it like a Twitter headline that’s tweetable. That way you can be assured that it’s memorable and brief enough.


5. Use simple, conversational words

Using only industry jargon to a non-technical viewer audience is a sure-fire way to lose their attention with immediacy. The key to captivating viewers upfront is to have any dialogue or words in simple language that even a kindergartener can understand.


There you have it, some proven and effective ways to structure a video from scratch. These are just scratching the surface of the considerations we have here when we develop new scripts and storyboards for our clients.

Videos can be a powerful way to prime your target market to do what you want, so be strategic and be extra deliberate when putting a script together.

Good luck!