Why you shouldn't write like you talk

Verbosity is rife in business and society, and it’s not a good thing.

Yet, barely a day goes by on LinkedIn without someone dishing out a variation of “You should write like you talk.”

When it comes to creating video scripts, this advice could backfire badly.

Why? Because the stakeholders involved (usually not copywriters) take their approach to verbal communication into the small screen, which results in one or more of the following:

• A rambling intro that makes people switch off

• Wasted budget because the script quality doesn’t match the production values

• There’s no clear purpose, structure or message behind it

Not everyone wants to work with a copywriter or has the budget. The very least you should do with your video script is ask a couple of different people to read it aloud and record it. This quickly pinpoints areas where the words can be tightened up to reduce rambling and create a better flow.

And if you would like an expert set of eyes on your script, reply to this email.

PS It’s the UK General Election today, and very few politicians (from all parties) get to the point when they speak. Don’t be like them! 😀