In developing marketing videos, we usually start with a script — that is, words on paper. This is a sensible and congenial way for technology marketers to work, since most of us spend a lot more time dealing with text in various forms than the do with video. Better-written scripts help assure better video narrations. But the spoken words of a video script needs to be looked at differently from the way you look at written text. On the page, human expressiveness doesn’t look like corporate messaging. It’s easy to overlook how every single spoken word will increase the length of the video. If they’re the right words, spoken persuasively, they’ll also add to the video’s meaning and its success. Wasted words add length, even as they subtract from the message.
1. Count the words
Many smart people who write well have trouble converting the number of words they write to the length of time needed to say the same words aloud. If your aim is to write a video that’s 60 seconds long, your first draft should contain about 125 words.
Yes, you can say more words than that in 60 seconds. I, myself, normally speak about three words per second when reading aloud. But if you listened to me — or James Earl Jones, or Scarlett Johansen, or anyone else — rattle on about a technology solution at 180 words per minute — well, you wouldn’t listen. No one would.
Sentences need rhythm. Viewers need time to absorb what is being spoken and the visual storytelling. If you want to keep your message short and understandable, you need to be an implacable word counter from the get-go.