In the final installment of my three-part series on writing great medical marketing video scripts, I am going to focus on how to leverage the emotional power of video.

It’s a big mistake to only focus your script on traditional product features and benefits when it’s relatively easy to employ the sensory-rich tools you have with video that can engage your prospects on a deeper, emotional level.

What are these tools? Well, just think about the movies throughout your life that have touched you on an emotional level, and remember how they were able to do that.

Music: Consider the style of music you were moved by in a romantic film versus a suspense thriller. Backing your video with the right musical score can instantly move viewers towards a specific emotion.

Voice: Imagine if you could have a soothing, trusting voice read your marketing materials to prospects (think Morgan Freeman). Well, with video you can select actors that have just the right style and tone in their voice to generate the emotional response for which you are striving.

Lighting: Again, think of great movies that have moved you. Back-lit actresses with their hair waving in the wind makes you fall in love with them. Shadowy-lit actors with stern scowls create a sense of fear and mystery. Use the power of lighting to create the exact emotion you’d like your prospects to feel.

Movement: Utilizing movement within the frame is very stimulating and engaging for audiences—something you can’t achieve with print. Combine camera movement with objects or graphics moving within your frame, and you can create a visually enticing forum that captures the full attention of your prospects.

Remember, whether you are selling your medical product or service on a business to business (B2B) level, or you are selling it directly to consumers (B2C), you’re always selling to people who are emotional. And, you can always connect more deeply with prospects by building your script around the sensory-rich advantages provided by video.

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