The Do’s and Don’ts of Writing a Script

You can communicate your company’s core message in many ways, like:


  • Arranging an event to announce the launch of your latest product
  • Reaching out to influencers and asking them to talk about your services
  • Creating multiple social media accounts to spread brand awareness


Or, you can make a visually-arresting and thoughtfully-written animated video; it’s an effective tool to get the word out without breaking the bank.


But creating an animated video doesn’t come without its challenges. Storyboarding and designing aside, the very first stage of the process will drive you to blow a fuse.


We’re talking about scriptwriting for those who couldn’t connect the dots.


Crafting a script for even a 30-second video can be exhausting.


This is the part where AnimationProLabs swoops in.

We’re here to tell you what you can and can’t do while writing a corporate script.


So, let’s get to it:


The Do’s of Writing a Script


  1. Do Outline Your Goals


Good internet connection?






One-third glass filled with Merlot?



You’re perfectly ready to write a script, except you’re missing one crucial element – the OBJECTIVE(S).


  • Why are you making the video?
  • What results do you hope to achieve?
  • Who is your target audience?
  • Will the video address your customers’ pain points?
  • Should they stick to it until the end?


These will be your most pressing concerns. And we say this because if you don’t know who you are making the video for, prepare to see your hard work go down the drain.


For this reason, you must clearly understand the end users.


  1. Do Decide How Long It’s Going to Be

When writing a script, remember it’s not a blog where you can use fluff. So, keep it to the minimum, or better yet, don’t use any filler words.


And not just that; do the same with your ideas.


We realize you’ve got a lot to say. But cramming a lot of storylines into one is NOT the solution. (Remember what happened with Marvel Studios’ Eternals?)


Instead, follow the ‘less is more’ approach and stick with the most critical ideas. That said, leave room for flexibility; you can’t describe a product’s features in detail in 30 seconds.


  1. Write How You Speak



Here’s a little exercise for your brain; we want you to read the following two sentences carefully:


“We developed M3gan to push the boundaries of technology and AI. Our process included developing multiple prototypes and conducting tests.”


“Are you looking for the perfect companion for your child? M3gan will protect, teach, and play with them, taking the burden off your shoulders.”


Which of the above opening line for the commercial of a lifelike doll sounds more appealing?

Undoubtedly, it’s the second one because it follows a conversational tone.


In addition, it emphasizes the value customers will receive as opposed to the procedure the company went through to develop M3gan.


  1. Read the Script Out Loud


Some scripts don’t require a voiceover (VO); they only use text to communicate the central message. Others, however, can’t do with mere words.


So, if you’re writing the latter, remember to read the script out loud. Should something sound out of place, remove it from the draft.


There’s a significant difference between how words are written vs. how they’re spoken.


For instance, have you ever read a novel or watched a film where a perfectly likable character said a sentence that made you say, “Uh, cringe!”


That’s what your customers will say if a certain line doesn’t work in your video.


The Don’ts of Writing a Script


  1. Don’t Write Long Sentences



Repeat after us: “Every word of the script I write will increase the animated video’s length.”


You don’t see the problem with that, do you?

Pretend you’re the viewer and reread the first sentence.


Now you get it.


The bigger the script, the longer the video.

And the longer the video, the more challenging it’ll become to hold the audience’s interest.


For that reason, keep the sentences short and crisp. This way, your video will keep those watching engaged.


In addition, long sentences increase the chances of grammatical errors and sentence structuring issues. And believe you us, the grammar Nazis will make your life a living hell for so much as a misplaced comma.


  1. Don’t Aim for Perfection

American author Kathy Freston once said, “The pursuit of perfection often impedes improvement.” And we could not agree with Freston more.


If you write a script with the intention in mind that it’ll be your magnum opus, so to speak, you won’t be able to finish even your first draft.


With that in mind, keep writing until you have many raw, unedited script versions.


Next, get editing, proofreading, and rewriting.


And by the time you reach the final stage, you’ll be left with the best script. Again, it won’t be perfect, but it’ll cover your customers’ pain points, which is enough.



  1. Don’t Stick with One Tone


Setting the tone is the single most important thing you can do while writing a script.


Since every business has different goals and objectives, you can’t stick to just one tone. It can be professional, aspirational, or humorous, depending on the message.


Moreover, it’s essential to keep your audience’s demographics in mind. If your products or services cater to senior citizens, making a colorful and funky video won’t suffice.


On the other hand, if you sell Disney Princesses-themed sneakers, young girls (or boys) will be your target audience. That means incorporating vocabulary in the script that’ll appeal to adolescents.


  1. Don’t End Abruptly


Writing a script is challenging as it is, but there’s nothing more infuriating than figuring out the ending. If you can’t nail the outro, you’ll go out with a whimper instead of a bang.


In the corporate world, the rule of thumb while writing a script is to end it with a call to action (CTA). And it doesn’t necessarily mean choosing ‘Visit Our Website.’


Your video could have different purposes, like encouraging viewers to:


  • Share the video
  • Get a quote
  • Join your newsletter
  • Download a cheat sheet
  • Sign up for a free trial


Keep the CTA in conjunction with the action you want your customers to perform.


Write Something Meaningful Today


Have you been struggling to write a script?

Well, that ends today.


We’ve empowered you with sufficient knowledge to grab a laptop and start writing. And if that doesn’t work out, AnimationProLabs is up for the task.