Don’t begin with:
If I had a dollar for every time I have recorded those exact words in that exact sequence, I could retire tomorrow on my own private island. It is both important and impressive that your product is cloud-based and mobile-compatible. But as soon as you tell people they can access it anytime, anywhere, on any device, I can almost guarantee that their eyes will glaze over.
Don’t focus on:
Companies care about money. A new product launch is designed to make money. You are composing a script to a video because you want people to see it...and give you money. So don’t insult my intelligence by trying to convince me that you’re all about your “People.” The CEO might be the loveliest person on the planet. Your benefits packages might be replete with perks. You might genuinely care about every member of your team. But if you try to tell me that “The People” are your motivation for marketing to me, I simply won’t believe you. Also, 7,000 other videos already told me that. NEXT!
Don’t confuse biology with business:
[Adjective] is in our DNA
This is one of the phrases I hear most often, and it always feels jarringly fallacious. Deoxyribonucleic acid is the hereditary material in humans and almost all other organisms (yes of course I Googled that). DNA is not present in a company, corporation, or startup. You can’t say “Trust is in our DNA” or “Success. It’s in our DNA,” because it’s simply not true. It’s like saying “if I hear [adjective] is in our DNA one more time my head will literally explode.” It won’t. That’s not real. So please don’t say things that don’t make sense. Your viewers will thank you for it.
As I said at the onset, I’m no scriptwriter. My expertise is bringing life to the words on the page. Imbuing them with meaning and passion. Richly layering emotional subtext beneath even the shortest phrases. So if I’m not a scriptwriter, then why (you may ask) am I telling you how to write your corporate video?
Well I’m not, really.
Or am I?
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