You've got a terrific event and now you want to tell the world. You may be thinking about what to say in your promo video. This post will cover exactly what you have to think about when writing a script for a 90 second promo for your event.
What do you want to say? Having 90 seconds to answer this may seem like eternity or it might seem like it's simply not enough. This post will discuss what to consider when scripting your 90 second promotional video for events.
There are a few elements that make a great promo video for events that is informative and exciting. Let's focus on the script. Your audience needs to know:
Time is precious, your audience needs to know why they should spend it with you. Why do they need to attend? This is where we lay out the problem they need solved. The problem statement is crucial for creating a relatable introduction in a short promo. The more specific the problems you solve, the stronger the bond you form with a more focused audience.
Think of your target audience as a very specific person who needs to attend your event. The more specific you can get, the better. If you throw a wide blanket and say "it's for everyone" then it's for no-one. People don't need general solutions. If you have more than one "target person" then you need to make another promotional video that targets them specifically.
Who is most likely to use your product/service? As you answer this question, consider factors like age, buying power, location, and income. Take, for instance, a young adult who has just started their first job. They will have needs that differ from those of a retiree. They still may need your product/service but their reasons for requiring it are different. Be as specific as possible when defining your target audience.
If you need help with Buyer Personas, Rhiannon Mason from VSBN has a great resource for this.
Let's say you're at a store need a new kitchen knife. A sales person approaches you and says that "Knife $$$" is what you’re looking for.
Great... but why?
The sales person would have to answer you by saying something like "it's balanced, so your wrist is supported with every slice" or "it's made from unobtanium, so it will never go blunt"
Your target audience needs to hear this about your product/service, so they can start to super impose your product/service to aid them.
If you are promoting an event, include the authority aspect of the speakers or presenters in this section. Who are you and why should people listen to you? This should include any accolades, positions, experiences that would give you authority on the problem that they need to solve.
This might seem obvious, but you'll be surprised how many people leave this out (in videos and websites). What the heck do you want your audience to do?
Make it easy and if you can, give them a reason to do it right away. You may want to have an expiration date or have limited slots available, so it inspires people to act quickly.
What is a "talking head" video?
A talking head video is a video taken of a person giving information or opinions about a subject where only the head and sholders can be seen on the video. There may be some interesting lighting and backgrounds but basically it's a simple video of a person talking.