Module 9 - Full scripting

How does a full script build on the earlier sheets?

A full script takes the bullet points already worked out, why people would buy, why they wouldn't, the pain points, and writes them up into something more persuasive, using YouTube's own tone of voice.

Over the previous sheets, the work covered why people would buy, why they wouldn't, and what the pain points are, then dropped some of that in as quick bullet points and notes. Writing the full script means taking those bullet points and making them more persuasive. The hook and the calls to action come later, deliberately, because what matters first is getting the bones of the story right. That word, story, matters, because YouTube is an authentic platform: people go there to find something out, so they want to hear it in a real way. Scripts work best written in a fairly authentic, value driven way, almost like a question and answer, like somebody having a chat in a pub or a coffee bar about a product or service.

How do you pace a script within a 30 second ad?

The pace matters because time is tight: reserve a few seconds for the call to action, and plan roughly four or five seconds of footage for each supporting clip in the rest.

In a 30 second ad, the call to action might take four or five seconds, so allow around six seconds there, leaving about 20 seconds for the story itself. In the walking boots example used here, an opening line runs "do you need a new pair of walking boots, do you need them to be sturdy, and do you need the best in the latest waterproof tech, and of course you want them to be ultra comfy in all terrain", delivered with pauses between each phrase so the footage and the viewer both have time to land, four or five seconds of clip for each: someone walking in old, flimsy boots, rain, discomfort. Whether that footage is filmed specially or sourced, that timing decision has to be made deliberately rather than left to chance.

How does the hook work, and what comes after it?

The hook works by asking the viewer a question they'll answer "yes" to in their head, so if it's not for them, they've lost you nothing, and if it is, they carry on watching for the answer.

Asking "do you need a new pair of walking boots, sturdier, better waterproofing, more comfortable" gets the viewer thinking "yes, I do need that", which tells them what the ad is about and pulls them in. If the answer is no, they leave, at no cost to you, they were never the audience. If it is a yes, the call to action can follow, or you can move into more story and education, which is a good moment to address pain points: for example, "many boots are not fit for purpose, and cheap imitations, you often get what you pay for, and surely it's better to have a pair that will stand the test of time".

How do you use pain points and credibility in the script?

Pain points such as an unknown brand or a previous bad experience can be addressed directly, and credibility, "we've been around for years and thousands love our products", helps counter them without ever mentioning a competitor.

Working through the pain points sheet in order, some might be dropped if they don't need addressing for this product, and others expanded, features that justify the price, the sole, the structure of the boot, whatever's relevant. Nodding to the audience's own experience helps too: telling an experienced walker "you know how important it is to have a great pair of boots" gets them mentally agreeing as they listen, which is a useful technique to use once you understand who your customer actually is from the earlier profiling work.

What do FVO, MVO and GFX mean in a script, and why mark them?

FVO marks a line for a female voiceover, MVO marks one for a male voiceover, and GFX marks a point where a graphic appears on screen, so production knows exactly what to build against each line.

If a script is being read by a female voice throughout, every line gets marked FVO, or MVO for a male voice, and it's worth deciding this deliberately, in this example, a female voiceover was chosen because it might resonate more with the audience being spoken to, whether that's men or women. Where a line of copy might appear as a graphic as well as being spoken, mark it as GFX plus FVO, so it's clear both are happening together. Alongside that, a note for "vision", what's actually being filmed, for example, footage of the sole gripping, or someone not slipping, keeps the whole plan, audio and visual, together in one script rather than scattered across separate documents.

How do you close out the script?

A script typically reiterates the value proposition once more before the final call to action, often backed by a concrete guarantee.

After the features and benefits section, it's worth reiterating the offer again rather than just stopping, for example, "is it not better to pay a little more and get 25 years' wear with our 25 year guarantee", paired with a pain point reminder, "can you risk having a less capable walking boot on a big hike", and a vision note for the footage that goes with it, someone looking uncomfortable, rubbing their feet on a walk. Closing lines can also return to the opening idea, "you'll love this new pair, you won't want to take them off", tying the whole script back to where it started. That's the shape of a full script: hook, story, pain points and credibility, features, reiteration, and a close, all built from the bullet points worked out earlier.