# Nailing the video script

By [Doug Lane](https://paragraph.com/@axalane) · 2022-03-30

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As I eluded to in [yesterday’s email](https://mirror.xyz/axalane.eth/ckLLXQnxXuYdzqqxIA7yySw_CvsAeM29ocSEiwOLoY0), creating a tight video script can be tricky.

If you have an articulate subject matter expert wing it on a video without a script, it will be too long.

If your subject matter expert writes their own script, it will probably:

*   Still be too long
    
*   Assume that the viewer knows things they don’t
    
*   Try to fit too way many complex concepts into one video
    

If you let a video agency run with the script, it will probably be excellent in many ways but also:

*   Sound a lot like something every other security company in your space could be saying
    
*   Lack enough technical substance to step buyers through a detailed self-education process
    

This is an area where product marketing needs to step up and lead. Product marketers don’t have the time and expertise to manage every aspect of video production.

But they should be the master storytellers for your organization.

When it comes to video scripts, this includes:

*   Having the domain expertise and technical depth to do a “mind-meld” with your company subject matter experts
    
*   Putting themselves in the shoes of a buyer who knows nothing about your company and figuring out how to best present a complex storyline in bite-sized portions
    
*   Knowing enough about the visual elements available in videos – and nuances of speaking naturally in a voice-over – to write effective video scripts.
    

\-Doug

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*Originally published on [Doug Lane](https://paragraph.com/@axalane/nailing-the-video-script)*