Writing a short video script
Short sales videos work best when the message is clear, personal and easy to act on. This guide shows South African sales teams how to script a 30 to 60 second video without sounding stiff or over-rehearsed.
Start with one goal only
The quickest way to lose a viewer is to squeeze three different messages into one short video. Before you write a line, decide what this video must achieve. It might be to book a first call, follow up after a meeting, re-open a quiet opportunity or welcome a new client. Pick one goal and keep every sentence pointed at it.
When reps try to explain the whole service, list every feature and add a long background story, the video drifts. A short script should feel like a direct voice note with structure. If the goal is clear, the script is usually shorter and easier to deliver on camera.
- Choose one action you want the viewer to take.
- Write for one person, not a broad audience.
- Keep the topic to one problem or one next step.
- Cut any line that does not support the goal.
Use a simple four-part structure
Most sales reps do better with a repeatable format than a blank page. A short video script can be built in four parts: greeting, reason for the video, value, and next step. That gives enough shape to stay focused without sounding robotic.
Try this flow. Greet the prospect by name. Mention why you are recording this specific video for them. Share one useful point that matters to their role, timing or situation. Then ask for one small next step. That might be a reply, a quick call or a look at the information on the landing page.
For example, a prospecting message could be: hello, I noticed your team is hiring across Gauteng; I recorded this because sales managers often struggle to keep follow-up personal at that stage; we help reps send short customised videos instead of plain text; if useful, reply and I will send a few examples. That is enough. No long intro, no full company history.
- Greeting: make it personal and direct.
- Reason: say why this person is getting this video.
- Value: give one relevant point, not a product dump.
- Next step: ask for one easy action.
Write the way you speak
The best short scripts sound like a real person speaking to another real person. If a line feels too polished on the page, it will often sound awkward on camera. Use normal working language your team would say in a call or meeting. Short words, short sentences and plain phrasing are easier to deliver naturally.
That does not mean being vague. Be specific, but keep it human. Instead of saying, “I am reaching out to discuss synergies,” say what you actually mean. Instead of “I trust this message finds you well,” start with the reason for the video. Many prospects are watching between meetings, in the car before an appointment or during load-shedding catch-up on mobile data, so clarity matters more than polish.
A good test is to read the script out loud once. If you run out of breath, trip over a phrase or feel slightly embarrassed saying it, rewrite it. Most reps need fewer words than they think.
- Use contractions if they sound natural.
- Prefer everyday words over formal corporate language.
- Keep sentences short enough to say in one breath.
- Say the prospect's situation, not just your offering.
Keep it to 30 to 60 seconds
Short is not a style choice only, it is a practical one. A viewer is far more likely to watch to the end if the message gets to the point quickly. For most sales use, 30 to 60 seconds is enough. Prospecting videos often work best on the shorter side. Follow-up and onboarding messages can stretch a little longer if they are clearly relevant.
As a rough guide, spoken delivery usually lands at around two to three short paragraphs in under a minute. But timing depends on pace, pauses and whether you mention a name or company detail. That is why a script should always be tested aloud with a timer.
If your first draft comes out too long, do not speak faster. Cut harder. Remove repeated ideas, trim the intro and leave out any explanation the prospect can read elsewhere. The video should open the door, not cover every detail. Keep it light, clear and useful that usually gets a better response.
- Aim for one main point only.
- Read it aloud and time it on your phone.
- Cut repeated phrases and throat-clearing openings.
- Leave background detail for the follow-up conversation.
Add personal details without overdoing it
Personalised video works because the recipient can see the message is meant for them. That does not require a deep research speech. One relevant detail is often enough. Mention a role, a recent interaction, a referral source, a page they requested, or a challenge common in their sector. Then move on.
The aim is to show care, not to prove how much research you did. Long personal intros can feel forced. They also eat up the first few seconds, which are the most important. If you are recording for property or motor sales, for example, a quick reference to the enquiry or vehicle type may be plenty. In B2B sales, mentioning the team context or likely bottleneck often works better than listing company facts.
Keep the detail relevant to the reason for the video. If it does not help the viewer understand why this matters to them now, leave it out.
- Use one personal detail near the start.
- Link that detail to the reason for your message.
- Avoid sounding like you copied a research note.
- Do not stack too many specifics into one opener.
Finish with a clear next step and a quick script check
A short video should end with a simple action. Many reps lose momentum by finishing with “let me know” or “just thought I’d share.” A better close tells the viewer exactly what to do next. Reply if you want the overview. Pick a time if you want a quick chat. Watch the example on this page. Keep the ask small and easy.
Before recording, run a final script check. Make sure the opening is personal, the middle is relevant and the close is clear. Then record a test take. You do not need to sound like a presenter. You need to sound prepared, helpful and comfortable enough to be trusted.
- Does the first sentence sound personal?
- Is the reason for the video clear in the opening?
- Have you included only one useful message?
- Is the script under a minute when spoken?
- Does the final line ask for one clear next step?
If a rep freezes on camera, the script may still be too long or too formal. Shorten it again. In most cases, the strongest version is the one with fewer lines and a clearer ask.
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Questions we get asked
Should I memorise my video script word for word?
Usually no. It is better to know the structure and a few key phrases so the delivery feels natural. If you memorise every word, you can sound stiff and lose the personal tone.
How long should a prospecting video script be?
For most prospecting videos, aim for 30 to 45 seconds. That is enough time to greet the prospect, explain why you recorded the video, share one relevant point and ask for a simple next step.
What if I want to say more than fits in one short video?
Keep the video focused on the main point and use the landing page or follow-up conversation for extra detail. Short videos work best when they open the conversation instead of trying to finish it.
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