Engage the audience while meeting your client's objectives
One of my favorite aspects of freelance writing is the variety of work. I'm always learning new information through my research and SME interviews. But, these are not the only avenues for development. Another avenue I've used in progressing my writing is through composing different types of assets. Earlier this year, I had an opportunity to write a script for a webinar. Scripts get used for webinars, podcasts, and training videos. Knowing essential elements for successful scriptwriting is invaluable for any freelancer when expanding their scope of work. Here are ten key elements that helped me.
Know the client's objectives. Webinars and podcasts frequently get used as marketing tools. To help your client market more effectively, you need to understand their goal in using these tools. What is the client hoping to achieve or what information are they trying to convey? Make sure you have a clear understanding of the aim by asking for specifics. This will make creating a script that speaks to the client's goal much easier.
Know your audience. Know whether this is B2B, B2C, or something else. The client should give you an idea of who they are aiming to reach with their marketing efforts. It is rare for the target to be "everyone." If the client is unsure of their target (and yes, this may happen), help them narrow it down. Knowing the audience not only helps guide the script but it sets the tone.
Identify key takeaways. Outline the key takeaways for the audience at the beginning of the script. State what your client wants them to know in a clear fashion. Come back around to the key takeaways at the end to remind the audience what they learned.
Keep your audience engaged. Grab your audience's attention from the start with a strong introduction or hook. Keep the audience engaged with storytelling. Use visual aids such as slides, images, or videos. But don't rely only on images to keep them interested.
Clear and concise language. Use simple terms and direct language that is easy to understand. Write in the active voice to help reduce any confusion or misinterpretation. Use smooth transitions to connect ideas and the speakers.
Avoid information overload. Don't weigh down the dialogue with too much information. If it is data-heavy your audience may tune out. Avoid overwhelming the audience by breaking information into smaller points.
Keep the dialogue natural sounding. You don't want the participants to sound like robots. Write the dialogue with a natural-sounding tone. Make the dialogue sound like a conversation between friends or colleagues. Sprinkle a little humor in if the client is okay with it. Just don't overdo it. Reading the script aloud will identify awkward phrases or readability issues.
Pacing and timing. The length of the webinar or podcast is usually predetermined by the client. Make sure you stay within that window without cutting it too short. Practice reading the script to make sure the timing is on track. Also, clarify any time the client wants to set aside for Q&A.
Anticipate questions and provide answers. When the client wants a Q&A, they aren't hoping to hear crickets. They usually want to engage with the audience. But sometimes, there are no questions. Help drive audience interaction by providing your client with a few questions and answers that tie back to the objectives.
End on a positive note with a call to action. You've successfully covered the client's goals without alienating the audience and managed to keep the tone conversational. Now, wrap things up with a call to action for your client that continues to engage the audience.
The ability to create different assets increases your scope of work as a writer. With podcasts booming and organizations using webinars for marketing, understanding the elements of good scriptwriting will enable you to use your creativity to keep audiences engaged while boosting your client.
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