The biggest challenge in writing the script for a sales or promotional video is not knowing what to include, but knowing what to leave out. I’m wrapping up work this week on a script for a 90-second sales video and so this particular topic has been on my mind.

The initial creative session with the client involves a lot of fact-finding. This may include tours of their facility and interviews with key personnel. It also includes sorting through a ton of  information. Usually the client will have brochures, articles, statistics, research results, etc. all pertaining to their particular product. They will also have ideas regarding what they want to say in the video and how they want to say it.

The problem is that there’s no time to include every statistic and little-known-fact into your final video – even if the running time is upwards of 10 minutes. It’s the job of the writer and the director to sit down with the client and trim everything down into simple concepts. This is why it’s so vitally important that you find out who will ultimately see the finished video. Writers and directors have to speak to the audience. Different demographics respond differently to certain keywords and images.

Basically the script must do the following:

• Identify the viewer’s problem
• Empathize with that problem
• Show why the product is the best solution to that problem
• Alleviate the fear that prevents the customer from buying the product

The client for this 90-second script I’ve been working on has a great product, and they have an abundance of supporting information. But understanding who would eventually see this video helped me tremendously when I had to decide what material to include and what to omit. Do the research. Absorb the information. Then simplify everything into key points that will motivate the viewer to act.

If you work in a company or non-profit with a proud history, there will come  a time when a committee will be organized to plan an event that coincides with  an important milestone. The event will feature all the usual fanfare, including a brief video that documents the history of the company or non-profit.

During one committee meeting, the chairperson will turn to you with a stack of tapes and DVDs, place them in front of you, and say, “Here’s some footage and still images from the past 50 years. I’m putting you in charge of getting this video edited.”

This can an overwhelming task, considering the amount of raw footage you have to work with. And the costs of post-production can get out of hand quick if you aren’t careful. So how can you keep your costs down and come out the other side with a polished product?

1. Don’t Procrastinate – This is the first mistake that many people make and it results from the belief that any video can be assembled at the last minute. Start talking to production companies right away and give them your deadline. Look at our previous post for tips on production schedules. Remember that some production companies will charge more for rush jobs. If you are duplicating the final video, you want to give yourself at least two weeks so the duplication house can turn the job around in plenty of time.
2. Log the Footage Yourself – Sorting through a lot of raw footage is incredibly time consuming, but if you want to keep your costs low, you need to be the one to log all the footage. Create a spreadsheet listing each tape by its numerical designation. Then, when one scene starts, record the timecode. Record the timecode again when that scene ends. This log sheet will help your editor find shots quickly and efficiently. It’s also important to make a note next to those shots that definitely need to be included in the video.
3. Write the Script, If You Are Qualified – I’ve worked with many clients who have their own marketing department and by the time I’m hired, they have a script in place for their video. Having a script prepared will help you keep your costs low, but remember that the quality of your final video depends a lot on the quality of the script. If you have experienced marketing people in your company, then you might want to consider writing the script in-house. Otherwise, specify to your production company that you will need their writing services.
4. Stay Away From Copyrighted Material – Sometimes you might need additional footage in your video to compliment what you already have. If you are on a tight budget and a tight time table, it would be wise to stay away from copyrighted material. Securing licensing rights can be time-consuming and expensive. Use public domain footage as an alternative. You can also buy stock footage and stock photos at a decent price.

The last thing you need when you are volunteering your time to produce a video for a public event is an anxiety attack. So, take time to educate yourself on the production process and you can keep your costs and your stress level low.

Recently I watched the film The Prime Gig
on IFC – a story centered on Pendelton “Penny” Wise (Vince Vaughn), a smooth-talking small-time phone scam artist who wants to score some big money. As the film opens, Penny is working in a low-level telemarketing office with other sales people who are trying to scrape by. It’s obvious from the start that Penny is a big fish in a little pond and he knows it. He wants more. He wants a bigger challenge with a bigger payoff. Through his connections, Penny hears about an opportunity with Kelly Grant (Ed Harris), a well-known figure within their world. Penny knows that if he can get on board with Grant that he will earn more in one week than most people do in six months.

The Prime Gig follows other grifter and con-artist films and I fully expected the plot to be a tangled web of double-crosses, leaving me guessing until the very end. However, the difference with The Prime Gig is the fact that it’s focused more on the Penny character, not an ensemble cast or a multi-layered plot. I don’t mind the strong focus on character, but this premise lent itself beautifully to the type of plot one comes to expect from this genre and it didn’t capitalize on the opportunity.

The first act of the film was very promising, but there was nothing in subsequent acts to really heighten the tension and propel the story to a new level. After hooking the audience, the story seemed to level off. And the subplot between Penny and his good-for-nothing bum of a friend went nowhere.

Julia Ormond did a wonderful job as Caitlin Carlson, a sexy and strong love interest for Penny. The script developed her character really well. The same can’t be said however for the mysterious Kelly Grant. Ed Harris did what he could with what was given to him, but I really wanted more from this character. Grant was set up early on as an antagonist for Penny’s character, but the conflict never did build.

Overall, The Prime Gig is a film with great promise that goes flat less than half way through.

3 1/2 out of 10