Writing Engaging Video Scripts

⛺🪵🔥 UX Storyboarding. With useful guides, templates and cheatsheets to design storyboards that visualize and explain customer’s stories ↓ ✅ Storyboarding is a visual storytelling technique. ✅ We use it to visualize and explain customer’s stories. ✅ Journey map is an extensive visualization of user’s journey. ✅ But storyboards describe only 1 fragment of the user journey. ✅ Many storyboards can explain a single fragment of the journey. ✅ Each storyboard has a scenario, persona, visuals, captions. ✅ Choose the source first: user interviews, tests, analytics. ✅ Start with a story, find characters, the setting and a plot. ✅ Then, pick scenes that show plot from start to finish. ✅ Add thought bubbles, action bursts, narration. 🚫 Don’t overcomplicate: 1 activity per frame, max 8 frames. ✅ Sketch only 1 storyboard per one path that the user takes. ✅ Emphasize user’s emotions, gestures and expressions. 🤔 Label anything that may be an assumption or question. ✅ When finished, play back the story to test how clear it is. Start with insights from journey maps and UX research. Bring designers and if possible end-users on board. Between 3–6 people works best. Focus on key scenarios that include key features of a product. Draft the storyline in sticky notes first. Then translate to a storyboard. Storyboarding might seem like a simplistic way to visualize customer’s experience. Yet because of their simplicity, storyboards are very easy to understand, memorize and relate to. Low-fidelity stick figures work well, as the goal is to form a shared understanding, not a refined artefact. Most importantly, good storyboarding is always informed by good UX research. It captures real scenarios, with real constraints and real frustrations. It creates awareness that might linger for months — and it explains and documents design decisions, albeit unintentionally. Useful resources: UX Storyboarding Kit (Figma), by Lucian Popovici https://lnkd.in/e_ScYbty Storyboarding Toolkit (PDF, Figma), by IBM, Glenn S. https://lnkd.in/e7cdqsfn https://lnkd.in/e92dxeUV Storyboarding Workshop Templates (Figjam) https://lnkd.in/e_Utv4ee https://lnkd.in/e23Eniha Storyboarding Toolkit (Miro), by Ben Crothers https://lnkd.in/emp5DqKq How To Use Storyboards To Test UX Concepts, by Chris Spalton https://lnkd.in/enPDkb4a Storyboards Help Visualize UX Ideas (+ Template), by Rachel Krause https://lnkd.in/eZfcb3pp UX Storytelling, by Mayya Azarova, Ph.D. https://lnkd.in/efNm-7gV How To Use Storytelling in UX Research, by Allison Grayce Marshall https://lnkd.in/eZ2aGwkU #ux #storyboarding

After decades of working with leaders at companies like Apple, Salesforce, and Cisco, we've identified 4 storytelling techniques that consistently work to deliver important messages in high-stakes settings: 1. Start with the unexpected Don’t begin your presentation with context. Instead, begin with the moment that makes people think, “Wait…what?” Instead of something like: “Here’s an update on our September campaign…” Try starting with the most interesting detail: “I broke our biggest marketing rule last month, and it worked.” Lead with the surprise. You can add context later. 2. Let people feel the tension After the surprise, don’t rewind to the beginning. Take your audience to the moment where things weren’t working. Flat numbers. Missed goals. Stalled progress. Instead of: “The campaign was underperforming, and our team went back to the drawing board.” Try:  "We were two weeks out from the end of the quarter. The campaign wasn’t producing results, and the team was out of ideas. That’s when I decided to take a risk...” You don’t need to explain the problem. You need to make people feel it. 3. Use real dialogue When your audience hears what was actually said, they stop listening to you and start visualizing the moment. This helps them connect emotionally with what you’re saying. Instead of: “The campaign manager said team morale was low and they were struggling to find a solution.” Try: “My campaign manager pulled me aside in the hallway and said, ‘We’ve tried everything. The team has been working overtime, and we don’t know what else to do.’” Dialogue brings listeners into the moment with you. It makes the story real. 4. Share the lesson Never assume people will infer the meaning you intended. End your story by answering: - What does this mean? - How should someone act differently now? Example: “Breaking our biggest marketing rule helped us turn this campaign around and hit our numbers. I strongly suggest we revisit our marketing guidelines. We could be leaving a ton of revenue on the table.” Without the lesson being clear, even a good story feels unfinished. These are the same techniques we teach to our clients at Duarte. Try them out during your next presentation and watch how people lean forward and tune in to your message. #ExecutivePresence #BusinessStorytelling #PresentationSkills

Most creators are writing scripts the hard way. I spent 6 months building an AI system for YouTube. Here’s what I learned: The Problem With Manual Script Writing: Brainstorm for hours. Write for days. Edit endlessly. Result? One script per week if you’re lucky. What I Discovered: After analyzing thousands of top videos, I built a 5-step system that changes everything: 1. Hook Architecture Most hooks lose viewers in 3 seconds. I trained AI on 10,000+ viral openings. Now it generates hooks with proven triggers. 2. Story Structure AI doesn’t understand narrative flow naturally. I built prompts that force proper architecture. Setup, conflict, resolution. Every time. 3. Value Density YouTube rewards quick value delivery. My system ensures every 30 seconds has a payoff. No filler. Pure value. 4. Engagement Triggers I reverse-engineered viral video comments. Built triggers into every script. Questions, challenges, controversial takes. Systematically placed. 5. Algorithm Optimization Each script gets optimized for YouTube. Keyword placement, retention hooks, CTA timing. Everything systematic. The Result: Scripts that took 8 hours now take 2. But here’s the key: they’re better, not just faster. Here’s the Truth: Most people think AI replaces creativity. Wrong. AI amplifies systematic thinking. The creators winning on YouTube have one thing in common: systems. Stop writing scripts. Start building script systems. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want more tips on how to grow on YouTube? Join our community of 172,000+ subscribers today: https://lnkd.in/eWVxapTn

If your audience didn’t feel anything… you didn’t give a speech. You gave a TEDx audition. The best speakers don’t just inform or entertain. They move people emotionally. Case in point: that viral Thai ad “The Dog” by Kiatnakin Bank. No dialogue. No celebrities. Yet millions cried. Why? Because it tapped into something universal: human emotion. So… how do you do that as a speaker? After 15 years of speaking in 39 countries to half a million people, here's how I evoke emotions in my audience. 1. Choose the emotional entry point, not just the story. Every speech has two beginnings: - the first line you say - and the first feeling your audience registers Before you write anything, ask: “What’s the emotional state they’re in right now?” Are they burned out? Feeling stuck? Hopeful but scared? Then ask: “What emotion do I want them to leave with?” When those two emotions connect, where they are and where you want to take them, your speech becomes a journey, not a monologue. 2. Use emotional contrast, not just chronology. So instead of storytelling like “this happened, then this…” (boring!) Build it like a movie trailer. What creates suspense? Contrast. Here’s how I structure it now: Before the storm - Life was okay… or so I thought... The disruption - Something happened I didn’t see coming... The emotional cost - I didn’t just lose money/time/status, I lost sleep, confidence, myself... The turning moment - And then suddenly... (a moment of truth, a wise mentor, or a shift in perspective) changed everything The ripple effect - That shift led to action, small at first, but it created a wave of momentum, and the results started to follow (yay!) The transfer – And here’s what that means for you. This format works because it mirrors the emotions of transformation and that’s what people want to feel. 3. Give emotional language, not just a moral. Most speakers end with “So… never give up.” (boring!!) But audiences can’t act on vague encouragement. What they need is emotional vocabulary. Say: “If you’re in that same dark place… you don’t need motivation. You need clarity. And here’s how I found mine...” or “Maybe today you’re like how I was, smiling on the outside yet quietly panicking inside.” Insight lands when people feel seen. 4. Don't just end hope. Instill self-belief in them. Our job as speakers isn't to impress the room. Our job is to transfer belief and courage so they are empowered to make the necessary changes even after you have left the stage. Here's how I do it. I say: “You don’t need my story to be inspired. You need to see yourself in my story. And if a guy who used to panic before every speech can now speak globally… I promise, there’s more in you than you know.” Remember, your audience will likely forget what you say but they will never forget how you make them FEEL. This is how you get asked back again and again! #publicspeaking #getpaidtospeak

There are many misconceptions about the idea of a ‘hook’ at the start of a YouTube or social content. 🙋♂️ The hook is often projected/assumed to be something shocking, funny or a gimmick to stop your audience in their tracks and grab attention in the first few seconds. So much so that we see many brands or clients creating content dismissing the idea as they want to 'stay classy.' Rather than a gimmick, the intro or hook in video content is a strategical tool to bring your audience in to your world, and it is possible to do in a quality and effective way. Here are 6 things we’ve learned over the years about developing a ‘hook’ in your creative approach: 👇 1️⃣ Set out your story, premise or challenge: Very simply if you can lay out what your audience are going to see and make them intrigued then it will bring them in - a simple example would be the F1 drone piece we created with Red Bull this year, it was led by a simple visual of Max Verstappen watching a drone go by (out of shot) and ask ‘is that the worlds fastest camera drone? - audience hooked. 2️⃣ Faces are good: Psychologically we all connect with human faces, seeing them early in the content builds a connection with the viewer. 3️⃣ Ensure the opening of the content aligns with the expectations created by the thumbnail and title: These three things should work together to get your audience interested, but also being consistent with each other. People don’t like click-bait, especially when expectations are not met once they click through to watch. 4️⃣ Visually amazing, interesting or surprising: Always works, but best used as a tool to highlight or enhance aspects such as your concept, story or character. 5️⃣ Tease the jeopardy - the cliffhanger: Always a fine line because if you build content around one dramatic moment this will just encourage your audience to skip forward to seek it out to avoid unnecessary pre-amble. However if your story or content has genuine jeopardy and you can capture it succinctly in the start then it’s a powerful tool. 6️⃣ A clearly personal topic: A genuine personal story, question or topic delivered in an authentic way will always intrigue a viewer. If it’s genuinely meaningful to the protagonist, it’s more likely to become meaningful for the viewer. These are by no means exclusive, and more often than not our best results have come from a combination of the above. Never underestimate the difference an effective intro/hook will make to your results though, a small change can a have a huge impact on your audience retention and therefore the organic reach. 🙌 What did I miss? #creativeagency #sportscontent #contentstrategy

AI can write your story. But it can't feel it. And that's the difference between content that gets scrolled past and stories that stop people cold. I've spent years learning storytelling frameworks. Three-act structures. Hero's journeys. Story arcs. They're useful. I’m even writing a book about them. But here's what I'm realizing: frameworks give you the skeleton. Emotion gives you the soul. When you tell a story and show the right emotion at the right moment, something shifts. That's high EQ in action. That's what endears you to people and connects you to your audience immediately. So today, I'm sharing 3 ways to bring real emotion into your storytelling—and why it matters more than any framework ever will. Tip 1: Trust the emotion tugging at your heart in that moment. Frameworks can guide you. But they can't tell you what to feel. When you're crafting a story, pause. Ask yourself: what emotion am I actually feeling about this? Frustration? Joy? Fear? Regret? That's your north star. - Don't manufacture emotion because you think it'll land well. - Don't follow a formula if it feels hollow. - Do trust the raw feeling pulling at you—even if it's uncomfortable. Your audience will sense whether you're being real or performing. Every time. Tip 2: See your audience as human beings, not executives. We get so caught up in titles and LinkedIn profiles that we forget something basic. The person reading your story isn't a VP or a C-suite leader in that moment. They're a human being. With doubts. With hopes. With late nights and tough days. Talk to them like that. - Write like you're sitting across a table from them. - Use simple, conversational language. - Ask yourself: would I say this to a friend? When you strip away the corporate veneer, your stories land differently. They feel personal. They feel true. Tip 3: Live the story every single time you tell it. You might've told this story a hundred times. To you, it's old. But to your audience? It's brand new. So feel it again. Be happy at the joyful moments. Feel the weight of the hard parts. Make them believe you're reliving the worst—or best—night of your life right in front of them. - Don't phone it in because you're tired of the story. - Do bring fresh emotion to each telling. - Remember: your energy shapes their experience. If you're checked out, they'll check out too. ~ Emotion is what separates us from machines. It's what makes a story yours—and no one else's. Next time you sit down to write, forget the frameworks for a minute. Feel first. Write second. #storytelling #business #AI #life #work

Why coaches and facilitators who shine in live sessions struggle on video — and how to fix it Ever feel confident running a live session... when hit and your words get muddled up? Maybe–like me–you got to a point where you need to reach more people. Or serve your clients better without trading more time. And making training videos became the obvious step to reinforce key lessons. But the video just felt unnatural In a room full of people, I knew exactly what to say and when to say it. But on camera? I’d overthink every line. Start again more times than I care to admit. And still feel like I was rambling I missed the spontaneity of live sessions. Reading the room Responding in the moment Adapting as I go But when you’re recording a video, There's no feedback loop. No nodding faces. No "aha" moments to fuel your energy. Then I found the fix. I stopped trying to ‘perform’ for the camera. And instead leaned into a structure that made my videos feel natural, clear, and engaging. Here’s my go-to training video structure: 1. Start with a hook ↳ Open with a clear promise. 2. Focus on relevance ↳ Speak directly to their challenges and hopes 3. Share the big idea ↳ Use a memorable idea, framework, or metaphor 4. Deliver practical know-how ↳ Break it down step by step and give examples 5. End with action ↳ Give a practical task with best-practice tips When I started using this structure, my videos went from over-rehearsed to natural. And instead of feeling robotic, I felt like me. If you’ve been struggling to translate your live session magic into video content, try this. You don’t need to ‘perform’ You just need a plan. ✍️ What’s been your biggest challenge with recording videos? Drop it in the comments — I’d love to hear your experience.

How to Structure YouTube Videos for Higher Retention (full breakdown) One of the key elements for growth on YouTube is higher retention. If people don’t watch your videos long enough, YouTube won’t recommend them. Period. So, how do you structure your videos to maximize watch time and help grow your channel faster? Breakdown. → Nail the First 5 Seconds (The Hook) Biggest mistake: Wasting the intro with “Hey guys, welcome to my channel.” Instead, do this: [formula]: Start with a bold statement, a shocking fact, or an intriguing question. Make the viewer think, “I NEED to see where this is going.” Example: “Today, I’ll teach you about YouTube growth.” (boring, low retention) “90% of YouTube channels fail… here’s why yours won’t.” (creates curiosity) Make them feel like clicking away would be a mistake. → Set Up The Stakes (Why Should They Care?) Now that you’ve hooked them, you need to give them a reason to stay. Why should they care? What’s in it for them? [formula]: Frame the problem & promise the solution. Tell them what they’ll get by watching till the end. (micro hooks) Example: “Here are 3 tips for better thumbnails.” (no urgency) “Most YouTubers get stuck under 1,000 subs because their thumbnails suck…let me show you how to fix that.” (creates tension) →The Content Delivery (Keep It Engaging) This is where most videos lose retention. Mistakes that KILL watch time: Rambling, no clear structure. Talking too slowly, no energy. Overloading with info without examples or visuals. [formula]: Break your content into clear sections (use bullet points). Show, don’t just tell (use visuals, animations, B-roll). Keep pacing fast… cut unnecessary pauses & fluff. → The Retention Boosters or Micro Hooks (Keep Viewers Hooked) Want to increase your average watch time by 20-30%? [formula]: Open loops: Tease something later in the video to keep viewers engaged. “Stick around till the end because I’ll share a strategy nobody talks about.” Pattern Interrupts: Change shots, zooms, text pop-ups, sound effects—anything to break monotony. Storytelling Hooks: Facts are forgettable. Stories keep people watching. → End Strong (Retention Hack Most People Ignore) Worst way to end: Saying, “That’s it for today” (everyone clicks away). Dragging the outro for too long. [formula]: Deliver on your promise—wrap up the content fast. CTA: Get them to watch another video. “If you liked this, you’d love THIS video next [it’s the perfect follow-up] Never end with goodbye, but more of your content that complements the current one they are watching. Keep these in mind next time you’re recording your video! Use this as a checklist to make sure you always perform better!

One month ago, I watched what was quite possibly the most engaging sponsored post I had ever seen. Across Instagram and TikTok, the video has over 57M views, 7.9M likes, and 835K shares. The soap company Dr. Squatch partnered with Max Zavidow (aka @formerteenheartthrob) and Alistair Ogden to make what can only be described as a David Lynch fever dream. For today’s newsletter, I talked to Max about how he approaches making short films for the internet. His work embodies a lot of the topics I’ve been circling in recent newsletters—cinematic social, “high effort, low stakes”, and quality over quantity. I loved his advice for creating a strong video hook: "For myself, the best hooks are ones which promise the audience something they want to see. For example, in my last video, the text on screen at the beginning of the video said 'I drove 12 hours to see my girlfriend and this is how she greets me 😂'. A hook like this is great because it is native to the platform (i.e. it feels like something the viewer has seen before so they are comfortable watching at the outset) and promises them something unknown (the reaction from my girlfriend). Between the familiarity and promise of the premise, you can draw in a viewer to stick around. From a narrative perspective, this gives you the ultimate leverage to flip the entire thing on its head. But because of the way the video starts, the audience will lend you their time and patience to go somewhere unfamiliar."

The second fastest way for a marketing video project to fail? Trying to say everything at once. I’ve seen marketing teams try to pack in every corporate message under the sun: values, sustainability, innovation, culture, safety, customer focus and project capabilities. The end result is video that feels like a PowerPoint from hell: it’s overwhelming, forgettable, and ineffective. If you try to make your audience remember 10 things, they’ll remember nothing. Instead, here’s how to get it right: 1. Messaging. Pick one or two key messages or themes for your audience to walk away with. Example: “Our product reduces downtime by 20%” or “We’re a trusted partner for complex rail projects.” 2. Perspective. Whose voice tells the story? Is it your company directly, a customer’s perspective or a neutral voiceover narrator? This choice shapes the feel of the video. This is particularly important for case study videos: a customer praising you has so much more credibility than your company praising yourself. 👉 The pitfall: too many cooks in the kitchen (aka internal stakeholders) all trying to get their two cents in… leading to a boring video with every corporate message crammed in. It’s like throwing five balls at someone and expecting them to catch them all. One clear message sticks. Five don’t. The best videos are clear and memorable because the brief is clear and memorable. Before writing your brief, ask: “If our audience remembers only one thing from this video, what should it be?” What’s been your process for defining the core message in a corporate video? Is there anything I’ve missed here? If you need help writing a killer brief for your next company video, or would like access to our briefing guide template, send me a DM. Stay tuned for Part 3 next week.