Getting the story right can be the hardest part of writing a video script. To help you get started a little faster, Karen Spinner and Wendy Sand, two of the copywriters at HMC, pulled together three 60-second video outlines based on these classic marketing storylines: Problem vs. Solution, Imagine the Future, and Before and After.

1. 3 easy outlines for your 60-second marketing video

2. OK, so you need to write a script for your 60-second marketing video, but you’re…

3. …feeling stuck?

4. Try these three outlines based on classic marketing storylines

5. #1. Problem vs. Solution

6. 1. Open with a surprising or shocking data point to get your
viewers’ attention. (10 seconds)
2. Describe a problem your audience has. (10 seconds)
3. Clearly explain your offer, and how it solves the problem you
just dramatized. (15 seconds)
4. Share benefits and social proof. (10 seconds)
5. Ask your audience to do something proactive. (10 seconds)
6. Close with a goodbye that makes you seem friendly and
accessible. (5 seconds)
1. Open with a surprising or shocking data point to get your
viewers’ attention. (10 seconds)
2. Describe a problem your audience has. (10 seconds)
3. Clearly explain your offer, and how it solves the problem you
just dramatized. (15 seconds)
4. Share benefits and social proof. (10 seconds)
5. Ask your audience to do something proactive. (10 seconds)
6. Close with a goodbye that makes you seem friendly and
accessible. (5 seconds)

7. #2. Imagine the Future

8. 1. Open with a general question like, “What will tomorrow look
like?” or “How will we shape the future?” (5 seconds)
2. Describe one aspect of what our amazing future will look like.
(10 seconds)
3. Do it again. (10 seconds)
4. And again. (10 seconds)
5. Explain what your company is doing to create this wonderful
future. (15 seconds)
6. Close with a question like, “Are you ready for tomorrow?” that
ties back to your opening and a CTA. (10 seconds)
1. Open with a general question like, “What will tomorrow look
like?” or “How will we shape the future?” (5 seconds)
2. Describe one aspect of what our amazing future will look like.
(10 seconds)
3. Do it again. (10 seconds)
4. And again. (10 seconds)
5. Explain what your company is doing to create this wonderful
future. (15 seconds)
6. Close with a question like, “Are you ready for tomorrow?” that
ties back to your opening and a CTA. (10 seconds)

9. #3. Before and After

10. 1. Introduce your protagonist by name. (5 seconds)
2. Explain why some aspect of his life is so difficult. (10 seconds)
3. Now reveal a recent low point. (10 seconds)
4. Describe how he found your solution. (10 seconds)
5. Explain how your solution changed his life for the better.
(15 seconds)
6. Close with a question suggesting that, just maybe, your solution
could also help the viewer, and a CTA. (10 seconds)
1. Introduce your protagonist by name. (5 seconds)
2. Explain why some aspect of his life is so difficult. (10 seconds)
3. Now reveal a recent low point. (10 seconds)
4. Describe how he found your solution. (10 seconds)
5. Explain how your solution changed his life for the better.
(15 seconds)
6. Close with a question suggesting that, just maybe, your solution
could also help the viewer, and a CTA. (10 seconds)

11. karen_spinner@hardingmarketing.com
wendy_sand@hardingmarketing.com

12. Thank You