Writing Video Scripts That Keep It Short And Sweet

There's 1 big mistake killing your short-form video ads... Trying to say everything at once. It's tempting to pile on the benefits, but on IG or TikTok? Information overload makes people scroll past. Here's what you do - tell one powerful "story" that hits home. Break it down into bite-sized moments that flow naturally. Take a fat burner ad for example. You're not selling a pill - you're selling transformation in 20-40 seconds. But in a market like that: everyone's seen hundreds of ads. You need to cut deeper and make them think "Finally, someone gets it." Here's how to structure an ad that converts: 1. The Hook Skip the generic "Want to burn fat fast?" Instead, go personal: "Still stuck at the same weight despite doing everything right?" Make them stop and think "That's me." 2. The Problem Don't just rattle off problems - make them feel understood. Show someone staring at the scale in frustration, pushing away another bland meal. Keep it relatable... 3. The Promise No miracle claims. Keep it grounded, and achievable: "Reignite your metabolism with science-backed ingredients." One clear benefit beats a laundry list of claims. 4. The Emotional Payoff This is important for wrapping it up. Show the feeling they want - confidence, freedom, control. Not just physical transformation, but emotional victory or a desired outcome. 5. The CTA Make it feel natural, not pushy. "Ready to take control? Try [product] risk-free" beats "BUY NOW!!!" Each second should flow into the next. Keep it tight, keep it focused, and most importantly - keep it human. Your audience isn't looking for another ad. They're looking for their story, and this can be done in a short video as long as you're deliberate.

Make your delivery more natural. Just deliver a paragraph chunk at a time. When I help people deliver their messages on video, they often write a script. But reading a script doesn't sound natural. Instead, I like them to look into the camera and deliver their message. But how, you ask? By keeping it short! 1️⃣ Use short paragraphs: Only 3-4 sentences. 2️⃣ Use short sentences: Only 5-9 words. 3️⃣ Use small words: Only write to a 7th-grade level. Remembering just 3-4 short sentences, even if they're not exactly word for word, makes delivering your message easier and more believable. And don't worry about the space between paragraphs. You can edit that out. And if you can't, I know plenty who can. Plus, looking into the camera and speaking directly to your audience connects them to you. Next time you go to record your videos, keep it simple. Just deliver a chunk at a time.

I spent the weekend analyzing ad accounts that collectively spent $5M in the last 30 days. Here's the #1 pattern I discovered: Short form videos up to 30 seconds are crushing it. Why? They tell much more in short amount of time so your average video view is way stronger than on a longer video. They’re easier to produce. If your average video ad length is 50s right now you can double the volume of your ad creative overnight. They leave room for curiosity but it’s enough to get the whole context on a solution. The structure that crushes it for us:  0-5s - strong hook  5-10s - tell and show the outcome  10-25s - present the solution (mechanism)  25-30s - CTA Extra tip: Test this structure without any voice over. Use some relatable, engaging b-roll and present the message with copy. Let me know how it goes!