Free video optimisation checklist

How to connect with your video’s target audience

How do you feel when the other person dominates a conversation?

Speaking only about themselves?

It won’t take long before you tune out and stop paying attention.

If instead, that other person focused on you, you’d feel so much more connected to the conversation.


Sound Images video production team meeting around board table with MD Tony Lawrence writing on whiteboard in background

The same rules apply for writing effective video scripts

For corporate videos, aim the script narration squarely at your viewer, with a focus on ‘you’ and ‘your’ while limiting ‘we,’ ‘our’, and ‘us.’

This ‘you’ focus applies to every type of video – it could be a marketing or corporate video aimed externally at customers, or a recruitment or instructional video for employees.

Doesn’t matter,  if you want them to tune in, take everything you’d like to get across and make sure the benefit is clear.

From their perspective, not yours.


So let’s get connected with your audience

Tony & Kerrie Lawrence looking at a video script around the Sound Images board table


First up, identify your video’s target audience.

Who are you trying to reach?

Before you can write effective video scripts,  know your audience.

What problems does this target audience face? 

For our client video projects, I need to know who the video will be talking to – I can then research that audience’s challenges and frustrations (in relationship to the solution you offer.)

The most effective corporate video productions start here, before pen to paper, before your awesome video is filmed and edited.

How do you solve their challenges?

You have the challenges listed – now write in the solutions. This should form the basis of your video content plan.

Check that you’re staying on track with ‘you’ and ‘your’ and haven’t strayed too far into ‘us’ and ‘we.’ (Though you probably can’t avoid this entirely. Just keep refocusing on the viewer.)

Talk in your target viewer’s language.

To write an effective video script, always talk in your audience’s language, rather than your own.

Your audience wants to hear you speaking like a human, conversationally, as if you were casually chatting— no jargon or acronyms.

If you can include actual words and phrases that your audience uses, you’ll write a more targeted video script. 

A tip: Look at client reviews. Not just for the applause, but to hook into the words and phrases they use.

Use ‘you’ and ‘your’ to connect with your audience.

Here’s an example I’ve pulled from a script from a marketing video written for one of our clients:


“Time poor? When you’re the onsite person responsible for day-to-day operations, maintenance management, and legislative compliance, there probably aren’t enough hours in your day.”


Instead of starting this video talking about what the company does, we’ve gone straight into acknowledging a pain point for the customer – creating an immediate connection, reinforced with the more personal ‘you’ and ‘your.’


In summary, for video script writing:

  • Identify who your target audience is
  • What are their challenges?
  • How do you solve their challenges with your core message?
  • Check client feedback and reviews to get a feel for the words and phrases they use.
  • Now write all key messages for the spoken word, conversationally, using words and phrases that will be familiar to your viewer.
  • Write directly to your viewer, using ‘you’ and ‘your.’


As a busy professional, you need an experienced video production company you can trust to take the lead

Sound Images video production team leaning over office verandah rail, smiling to camera

Whether you’re stuck for ideas or have too many, we’ll remove the overwhelm with our script to screen video production service.

Click here to connect!

Our home base is south-east Queensland (specifically Brisbane and the Sunshine Coast) but we frequently travel all over Queensland and Australia for our clients.


Whatever it takes to create a video you love, the answer is yes

Get a quote

Help humans & Google find your videos

Get step-by-step video optimisation tips and video case studies in your inbox.