Ah, yes. The voiceover video. It’s one of the most effective forms of marketing because it appeals key senses – high energy visuals and informative audio. But are all videos equal? Of course they’re not. Some are boring, losing potential clients and customers right from the get go. Some are entertaining, but lack the necessary information to be memorable. And some have all the pertinent information, but drag on too long. It’s tough to craft a perfect script. It’s even harder when you’re making these three common mistakes:

1. Ambiguous Grammar

“Do you need a meal cooked by a native French chef? One that is delicious and appealing?” Wait a second. Is the chef delicious or the meal? Even if you can decipher the meaning, doesn’t it distract from the message? Doesn’t it detract from the professionalism, reflecting poorly on the organization?

Scripts are fast, so they better be clear otherwise potential customers will just watch feeling confused and then move onto the next thing. Worse, they could be confused about a policy, offer or date which leaves more work for you to set the record straight.

2. Verbosity

Write it. Then slash it. Your script can be shorter. Is it taking you too long to get to your pitch? Do your details include anything that is actually unnecessary? This is a big turn off because viewers don’t know where you’re going with your message. You’re trying to catch attention, not writing a movie.

3. Where’s the call to action?

Leaving with a call to action – Act now. Try us today. What do you have to lose? – and then contact information is a must. In a what-can-you-do-for-me-now economy, people want to know everything right away. They will act right away if you give them an excuse to do so. So make sure you’re not leaving anything on the table. Turn those precious words into effective words.

So clean up that script. By keeping in mind these tips, you’re on your way to a more effective (and profitable) marketing video. You have the foundation to deliver high-quality and engaging videos. Best of luck in your pursuit!