Video is the undisputed language of the modern internet. While a well-crafted op-ed can shape the thinking of the elite, a powerful two-minute video can move the masses. For political and advocacy professionals, mastering video is no longer optional; it is a core competency.
Yet many organizations struggle to translate their message to the screen. A brilliant policy argument often becomes a flat, unengaging video because the team makes a fundamental error: they write a script for the eyes, not for the ears and the impatient scroll of a thumb.
Writing for video is a distinct discipline. It demands brevity, conversational language, and a structure built around visual storytelling. This guide provides a practical framework for scripting compelling messages that capture attention and drive action.
Part 1: The Foundation – Before You Type a Word
The most common mistake in video production happens before the camera even rolls: a lack of strategic focus. A disciplined pre-writing process is essential.
1. Define Your “One Thing”
A short video can only accomplish one primary goal. Is it to explain a complex issue, drive signatures for a petition, introduce your principal’s personal story, or rebut a specific attack? Before you write a word, you must be able to complete this sentence: “After watching this video, I want the audience to think/feel/do ___________.” This singular focus will inform every choice you make.
2. Know Your Audience and Platform
Where will this video live? A script for a 30-second, vertical TikTok or Instagram Reel must be fast-paced and visually dynamic. A two-minute video for LinkedIn or X (Twitter) can be more substantive and conversational. A five-minute deep-dive for a YouTube channel or website allows for more nuance and detail. The platform dictates the length, tone, and audience expectation.
3. Outline for the Eye and the Ear
Video is a visual medium. As you outline your key talking points, simultaneously brainstorm the visuals that will accompany them. What B-roll footage will you use? What data will you show as a text overlay? What powerful image will appear as you make your most important point? A great video script is a blueprint for what the audience will both see and hear.
Part 2: The Scripting Framework – Writing for the Spoken Word
Once your strategy is set, you can begin writing. The goal is clarity and impact, not literary prose.
Rule 1: The First Three Seconds are Everything
You have no time to warm up. Your opening must immediately stop the scroll. Start with a direct question, a bold and surprising statement, or a visually arresting image. Don’t waste precious seconds on a title card or a slow fade-in. Hook them instantly.
Rule 2: Write Like You Talk
This is the golden rule of scripting. Use short sentences, simple words, and conversational language. Avoid jargon, acronyms, and complex clauses that are difficult to say and even harder to follow. The best practice is to read every line aloud. If it feels awkward to say, it will sound awkward on screen. Revise until it flows naturally.
Rule 3: Use the “A-B-C” Structure
For most short-form videos, this simple structure is incredibly effective:
- A – Attention: Your powerful hook from Rule #1. Grab them in the first three seconds.
- B – Body: Deliver your “One Thing.” Break your core message into two or three simple, digestible points. Keep it focused and clear.
- C – Call to Action: This is non-negotiable. Tell the audience exactly what you want them to do next. “Visit our website,” “Sign the petition,” “Share this video,” “Join us.” Be direct and unambiguous.
Rule 4: Script the Visuals
A professional script is a two-column document. On the left, write the spoken words (the audio). On the right, describe the corresponding visuals (the video). This ensures your message is reinforced, not contradicted, by what the audience sees.
| AUDIO (What we hear) | VIDEO (What we see) |
| The price of groceries has gone up 15% this year. That’s not a statistic; that’s a family’s budget in crisis. | Close up on a grocery receipt. Text overlay: “+15%”. |
| Our plan puts money back in your pocket by… | B-roll of a family at a kitchen table, looking relieved. |
Part 3: The Delivery – Setting Your Principal Up for Success
A great script can be undone by a poor delivery. Prepare your speaker to connect through the lens.
The Teleprompter is a Tool, Not a Crutch.
A teleprompter should be used for key phrases and data points, but the delivery must feel conversational. Encourage your principal to internalize the message so they can speak to the camera, not just read from it.
Energy is Non-Negotiable.
The camera naturally drains about 20% of a person’s perceived energy. To appear natural and engaging on screen, the speaker must deliver the lines with slightly more energy and enthusiasm than they would in a normal conversation.
A compelling video is not an accident. It is the product of a strategic, disciplined scripting process that prioritizes a single message, conversational language, and a clear call to action. By moving beyond the written page and scripting for the screen, you can create powerful messages that connect, persuade, and inspire.
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