Writing for the Ear Instead of Writing for the Eye, a Common Style Used for a Wide Variety of Video Production

Getting Started: A Scriptwriting Guide for Beginners, including a fill-in-the-blank template and three examples. 

Now that you’ve got your video camera and lights turned on, what are you going to say?

Writing a script for your video is probably different from any kind of writing you’ve ever done before.

A good video script should be conversational.  Generally speaking, the style of writing required for a term paper in English class is way too formal for a video script.

Before we go any further, let me make clear that I’m not talking about writing Hollywood-style movie scripts.  Obviously, in a fictional movie, much of the script is conversational dialogue.  So clearly any writer would want to write it in the way people speak.  But what you might not think of, is even if what your writing is for a narrator speaking – not dialogue – it still should be written in a conversational manner, which is much less formal than academic, or any printed style of writing.

This style can be used in commercials, news stories, and other genres.  By style in this case, I mean considerations such as word choice, sentence structure, and story flow.   I am not referring to whether it is factual news information or commercially-written narrative.  That is a different consideration.  Either news or commercials can use this conversational style, so common with all forms of video communication.  In fact, it is inherent within the medium of film and video communication compared to the written word because this style needs to hit more senses, and we humans process it differently.

I am referring to what’s become known as writing for the ear instead of writing for the eye.

What Does the Word “Write” Even Mean?

That might sound like a simple question but as with most words, variable meanings exist and they can evolve over time.  For most of human history, “writing” meant words on paper people would read.  With the invention of radio, it became more common for writing to be something that would ultimately be read aloud and people would listen. Different styles of writing emerged to accommodate the different methods of delivery: writing for the ear, and writing for the eye.

Writing for the ear should resemble casual conversation more than writing for the eye.  Writing for the eye – novels, academic papers, magazines – can be quite complex and wordy.  Writing for the ear is significantly different because the audience is listening, not reading silently to themselves.  The two experiences differ in terms of how people process information.  Additionally, people are accustomed to hearing conversation, not fine literature read aloud.  As any sort of content creator, always consider how your work fits into the context of the audience’s world.

This style of writing for the ear not the eye, embraces shorter, simpler words.   Fewer words and shorter, less complex sentences, too.  Simple and short are the hallmarks of writing for the ear.

Read Scripts Out Loud

The only way to adequately evaluate a script written for the ear is to listen to it read aloud.   If nobody is available, read your script out loud and listen to yourself.  Does it sound “normal?”  Judge against media you have consumed, but of course remember they have years of experience and you’re a beginner.

Is your script easy to read, or is it full of $10 words?   This matters to both the narrator and the audience.   Don’t use $10 words when a 5 cent word will do.   And no, that doesn’t mean you think the audience is a bunch of idiots.  It means too many big words turn into tongue twisters that are difficult for the narrator to say and also difficult for the audience to catch or understand on the fly.  If someone is reading a novel or newspaper article, they can go back to clarify if they missed something.  With a video, the audience can’t always do that and even if they can, how inconvenient.  Anything you write needs to be easy to understand the first time somebody hears it.

Generally speaking, standard grammatical rules apply, things are just kept simpler.  Occassional sentence fragments are fine because that is how people speak.  It’s conversational.  That is a foundational benchmark with this kind of TV writing.  If it’ll sound natural when heard, the audience will feel comfortable with it and be better able to assimilate your message.

Remember, with TV, the eyes, ears and brain process information differently than the eyes and brain alone.  Writing for the ear, compared to writing for the eye.

Again, the only reliable way to test any video script is by reading it aloud. 

Even though most beginners wish to skip this step, reading your script out loud is extremely important.  Tone of voice, pacing, and word emphasis by the speaker can add meanings not captured with the written word.

If necessary, instructions to the narrator, such as the proper tone of voice to use, are added to a script, but are for the narrator’s eyes only, indicated in script formating.*   At the same time, don’t give instructions unless it’s not obvious to the average person.  Too much text can clog up a script and simplistic instruction might be insulting to a seasoned professional.**  

As with all video scripts, all storytelling elements to be used need to be considered, since the different elements work together to comprise the final message. This affects which words you use.

However, keep in mind that the term “writing” when applied to a video script includes more than just what the narrator will say. It can include visual, soundtrack, or editing instructions.  Even if those things are not written into the script in any detail, the best writers are aware of them.   

Again, this is one of the main differences between writing for the ear and writing for the eye.  With a novel, the words, and perhaps a few images, are all the reader has to absorb the story.  A novel does not have moving pictures, digital effects, music and sound effects.  A video will, so these things are usually considered part of the script.

With practice, how all these many storytelling elements merge and work together will become more natural.

(**Standard scripting formats used in different industries will present scripting instructions in a variety of ways, so for now, we’ll stick with what to say, not exactly how to format it on paper.)

This assignment is kept simple by just being a talking head script.

An advertising video such as this serves as critical communications for a business.  There are certain things a business needs potential customers to know.  A video like what we’re working on here is presumed to be an initial contact between the business and the customer.  Similar to you meeting someone for the first time, what do you say?  For starters, you introduce yourself.

Talking Head Fill-in-the-Blank Sales Video Scripts

With an initial contact advertising video for a business, here is an easy format that can be modified for virtually any product, service or client in the world.  Just swap out the details, then personalize it for your specific situation.

This is the standard, million-dollar sales FORMULA.

• Say hello
• Present the Customer Problem
• Present Your Solution
• Give Call to Action (CTA)
• Give additional benefits of your solution for their problem
• Repeat CTA
• Say bye

People ultimately buy things because they think it solves a problem, need, or want of theirs.  So any commercial needs to appeal to those problems, needs, and wants.  Anybody promoting the product needs to know what those things are, so they can design their commercial around them.

The easiest way to do this is state the problem clearly – perhaps show it with visuals – and then explain how your product or service can satisfy those problems, needs, or wants.

What Makes a Good Script for a Marketing Sales Video?

Much to the dismay of the creative side of me, writing a script for this kind of video is not an exercise to put in you in contention for an Oscar in scriptwriting. Rather, a good talking head sales script is simple, clear and gets your point across quickly.  (More elaborate commercials excel in creativity, don’t worry.)

A talking head video script like this is a brief introduction of you and your service to the potential customers. Say hello and tell them the essential key elements. Be brief and focused. Lay out the typical problems and how your product is a solution. Give a distinct call-to-action.

Final length should be no more than two minutes for a video of this style. One minute, or even 30–45 seconds, might be best in most circumstances. Thirty-seconds is probably all you would have if you were buying time on an actual radio or TV station, but as a teacher, I always allowed students some leeway with this since beginners are unaware of how short thirty seconds is.  This lesson helped make them aware.  It was their first time. I made sure they were aware of the common :30 restriction.  Obvious, with internet video, strict time limits become unnecessary, but that is not a license to go on longer than necessary, even with an internet video.

Keep it short but at the same time, give them all the info they truly need.  Stay focused.  Remember short attention spans.

Benefits Sell

When writing any marketing copy, remember, the benefits of the product are always your main selling points.

So in your script, make sure you give some kind of reason why your service is the one they should select. This could be based on experience, superior skills, or because you are giving a great bargain. In other words, spell out the benefits of you and your product.

Then, add a distinct call to action. Whether the call to action is to buy this or sign up for that or email you, be specific and directly ask potential customers to take the next step in doing business with you.

After reading the example below, think about your own business, then write out your own talking head video script using the specifics of your business. Practice reading it aloud. Listen for flow and how easily the words come out of your mouth.

A good video script needs to use words that are easy to pronounce. Even professional narrators do poorly with tongue twisters. Modify your script as you hear it aloud to make to flow better.

Then, set up your camera and lights and you are ready to record. Use some sort of teleprompter like your laptop.

FILL-IN-THE-BLANK SCRIPT EXAMPLE
(Fill-in- the-blank example)
The three example marketing video scripts above all follow this skeleton structure:

Hello, I’m _______________.

My product or service is ____________________.

If you have _______________ problem, my service can benefit you in these ways _______________________.

I am better than my competition for this reason ________________________.

So take this action __________________________ in order to reach me so I can make your life easier. You will be rewarded with this _______________. Thanks, goodbye.

Take this skeleton script, fill in the blanks, then dress up some of the language by using more powerful verbs, more descriptive adjectives, and a bit of professional jargon. Make it sound true to your product or service.

Read it out loud to see if it sounds right. If it doesn’t, change it around until it does. You can put a lot of meaning into a script using voice inflection and tone and that can affect what words you use. So reading it aloud is an essential part of the process.

Here are three samples that fit this format for you to learn from.

SCRIPT EXAMPLE #1
Hello everyone. I’m Mark Campbell, an attorney here in Worchester County.
If you’re looking for legal help in the areas of family law, estate planning, wills and
trusts, personal injury or bankruptcy, then why don’t you call me for a free
consultation?
My law firm has worked with the residents of Worchester County for over fifteen years.
At least one of them has been you, a friend, or a neighbor.
For personal, confidential service at a time in your life when you’re feeling vulnerable,
let my law firm’s experienced team guide the way.
Call me today at 123-456-7890 and let’s get your problem taken care of as soon as
possible. Talk to you soon.

SCRIPT EXAMPLE #2

Hi. I’m Charles Mitchell, with Bug B Gone Exterminators. Are you troubled by
household pests like mice, squirrels or cockroaches? I can help.
My experienced team of professionally trained exterminators uses safe, reliable,
effective methods of getting rid of unwanted pests.
You won’t have to worry about a thing. We’ll come out to your house, assess the
situation for free, and then draw up a plan to safely treat your home with the most
effective methods available.
When we’re done, your home will be pest free or we’ll come back until it is.
Don’t let filthy insects and rodents spoil your home environment. Call me, Charles
Mitchell at Bug B Gone. Click the link for a free 10% off coupon for your first
treatment. That’s my gift to you for watching this video. I hope to hear from you soon.

SCRIPT EXAMPLE #3
Are you trying to navigate the housing market, either buying or selling? That’s always a
tough thing to do by yourself. Hi. I’m Gretchen Carlson, Murray County Realtor.
I’ve been helping people like you buy and sell their homes for over ten years now. My
experience can help you get the best deal possible in the shortest amount of time. Not
only do I know this area like the back of my hand, but I market using the most
up-to-date practices, like online video.
If you’d like a complimentary copy of recent listings for this area, click on the link to
download a PDF file.
Your home is your biggest investment, so it’s vital to get the best deal possible. That’s
what I’m here for!
Email or call me today! (Have your contact information printed on the screen) Have a
great day.

WRITER’S BLOCK STRATEGY

When you sit down to write a video script and don’t have a clue what to say, follow these steps.

• Pretend you are speaking to a friend.
• What would you say in explaining your subject matter to a friend?
• Write that down.
• Then go over it – multiple times if necessary –  perfecting it with more expressive words, clearer sentences, and additional details.

In my experience, writing is often about re-writing.  It’s great to get it right the first time, but in practice, good writing often takes multiple drafts.  Beginners often think they should be perfect in their first draft.  That actually builds up too much pressure and helps create writer’s block.  So if you can’t think of what to write, go ahead and allow yourself to tell the story in the easiest way possible at first, and then modify it until you like it.  I am not embarrassed to say that some of my writing doesn’t get very good until about the 3rd draft.   That’s OK.  Writing is a process, especially while you are learning.

FOOD FOR THOUGHT QUESTIONS

• In your opinion, would you rather listen to someone read a very formally written script, or would you rather listen to a less formal reading?
• Think about youir favorite announcers.  What style do they use?  See of yiu can imitate them.
• Describe why reading a script out loud is an essential step in judging the quality.
• Why is it better to avoid complex words and sentence structure in this style of script writing?
• Describe the writer’s block strategy given.  Do you think that will work for you?  Why or why not?