Mistakes in writing scripts for commercial video

In my ten years of experience working as a video producer, scriptwriter, and cameraman, I’ve compiled a selection of the most common mistakes to avoid when creating a commercial video.

Let’s familiarize ourselves with them in order, and then explore examples of different types of video content.

Script Errors for Commercial Video

Screen savers, greetings, and long intros

In an era of constant time constraints, many companies still insist on using splash pages in their videos.

The first 5-15 seconds are crucial for retaining viewership. Instead of a colorful splash screen, utilize this time for a “Powerful beginning,” starting the video with its most compelling moment.

Excessive formality

While specific topics may necessitate formal language, in most cases, simplicity and clarity should prevail. Complex terminology should be avoided whenever possible, as straightforward language enhances understanding.

Monotony and confusing narration

Monotony results from a lack of rhythm and dynamics, while confusing narration stems from a lack of structure and preparation.

Rhythm and dynamics are achieved through changes in frames, graphics, speech pace, voice timbre, and accent placement. Structured messages and well-rehearsed text are essential for success.

The speaker’s personality takes center stage

This occurs when the speaker garners more attention than necessary. Often, it’s due to the speaker’s excessive charisma or their image, including attire, emotions, or voice.

Lack of clear connection between content, business, and viewer interests

This situation often arises from a dearth of ideas and a lack of marketing strategy in video content creation.

The information or facts presented in a commercial video fail to align with the interests of potential customers.

Mistakes on Real Examples

Examples of mistakes when preparing a script for a commercial video

Let’s see how these bugs play out in different types of commercial video content.

Explainer Videos

These intriguing and engaging videos are crafted to provide viewers with a comprehensive understanding of complex products, services, or ideas.

Consider a viewer eager to swiftly grasp your product. However, if they encounter an 8-second splash page, followed by a lengthy introduction and a confusing explanation, the likelihood of them closing the video is considerably high.

Product Demonstrations and User Guides

Demonstrating products in action is paramount for increasing sales. A visual demonstration enables potential customers to observe how the product works, its features, and its benefits.

However, the effectiveness of such videos is diminished if the information is presented in strict, formal, or monotonous language.

Instead, it’s more appropriate to use a communication style that resonates with your target audience. In other words, your goal is to find the perfect balance.

Event Coverage

Fresh market news, exclusive interviews, behind-the-scenes stories, or event coverage all assist companies in remaining relevant and connecting with their audience.

Customer Reviews

Video testimonials are a crucial factor in establishing trust and credibility for a business. Customer reviews serve as social proof of product and service effectiveness.

However, imagine a video testimonial where the information is presented inconsistently, drawn out, and includes numerous digressions.

External facts – Your company/product – Your customer

Without this connection, video content will lose relevance and value to the viewer, leading to decreased viewership. This mistake is most evident when a company prioritizes its own interests when creating video content.


To maximize the benefits of content marketing, it’s essential to avoid these mistakes. Many individuals who embarked on content creation to promote their businesses have ended up wasting tens of thousands of dollars on content that doesn’t resonate with their audience.

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