In this episode, Guy breaks down what he believes is the single most critical step in producing an effective B2B video ad campaign. He reveals it's not the initial concept, scriptwriting, storyboards, production, or editing - but rather successfully getting buy-in on the script draft itself.
Guy likens this script review phase to the "max q" moment during a rocket launch - the point of maximum dynamic pressure where if not handled perfectly, the entire mission could fail. Similarly, the first script draft is where a video ad concept transitions from abstract idea to concrete reality, making it extremely fragile and vulnerable.
Guy provides tips for expertly navigating this make-or-break script approval process, including:
- Never just send the raw script draft - "prime" it first by recapping the strategy/goals
- Consider reading/acting out the script instead of just circulating text
- Intentionally including some "playground areas" that stakeholders can tweak
- Making the case for why this step requires careful handling
He stresses that once you get through this maximum pressure point of script approval, the remaining production steps become much smoother since everyone is firmly aligned on the creative direction.
Link: "Freddy reads script" opening scene from Mad Men
Learn more about Guy and Umault at umault.com
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