How We Script Commercial Videos That Actually Convert
Great visuals mean nothing if the message falls flat. At C King Media, we’ve found that one of the biggest factors in a video’s performance whether it’s for branding, sales, or social is the script.
Scripting isn’t just writing words for a voiceover. It’s about clarity, pacing, tone, and aligning every second of footage with your business goals. Whether you're launching a new offer, explaining a service, or just telling your brand story, here’s how we build scripts that drive results.
Step 1: Discovery Call What’s the Real Goal?
Every project starts with a focused conversation. We’ll hop on a Zoom, phone call, or meet in person to unpack the real reason behind the video:
Are you trying to get more leads?
Is it a top-of-funnel brand introduction?
Are you promoting a limited-time offer?
This helps us determine what kind of language, tone, and structure to build into your script. We also gather any brand voice documents, FAQs, or key talking points you already have.
Step 2: Script Drafting Built for Conversion
Next, we develop a first script draft based on what we’ve learned. This includes:
Hook: We grab attention in the first few seconds (especially important for social or ads).
Message: We focus on one main idea so your viewer isn’t overwhelmed.
Call to Action: Every video needs one. We guide the viewer toward the next step (schedule, buy, contact, etc.).
Depending on the project, we might build in space for on-camera dialogue, voiceover, or even text-driven visuals. And yes we’ll handle writing it in plain English, not marketing jargon.
Step 3: Feedback & Finalization
You’ll get a clean draft of the script to review no messy docs or Word files. Just simple feedback tools where you can highlight lines, leave comments, and approve changes.
We’re not precious about it. You know your brand, and we know video so the goal is to meet in the middle and make it make sense for your audience.
After revisions, we lock the script and move into scheduling the shoot (or handing it off if it’s an animated project).
Step 4: Shoot Day With Clarity
Having a clear, approved script means everyone walks onto set knowing what we’re filming and why. Whether it’s you, your team, or hired talent, we use shot lists, cue cards, and teleprompters to make delivery easy.
This also saves time (and money) during production because we’re not winging it.
Bonus: Smart Scripting for Different Platforms
We often create multiple versions of your script for different use cases:
Website hero video (longer, more polished)
Instagram Reel (shorter, punchier)
LinkedIn native post (professional tone)
Email embed (middle-funnel messaging)
Each is customized for how people will consume the content. Because the same script doesn’t work everywhere.
Let’s Build Your Script Together
If you’ve been staring at a blank doc trying to figure out what your business should say on video… stop. Let us guide you through a collaborative, proven process that results in content that converts.
Schedule a 1-Hour Commercial Video Planning Call »
We’ll take care of the words so you can focus on your message.