I’ve never been really been mentored in writing video scripts. The brief is pretty wide open, other than each script needs to be about a specific RTB, which almost makes it more confusing on what the videos should be. I’m confident at headlines and wondering if I should approach it similarly (write 20-30 buckets of product insights, benefits, benefits of benefits etc). I’m worried this will make it too time consuming though.

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One of the best tips I ever got: figure out the ending first. When you know the payoff/reveal/hook/punchline, you can determine the best way to get there. If you don’t know it, you’re more likely to wander aimlessly toward nothing, and you’ll probably run over :30 trying to land the plane.

Not the only way to write, but super helpful to me.

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Excellent suggestion

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Lock the overarching concept, and then bucket those RTBabies with ACD1’s advice.

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Hard to say without other context. Are these TV spots or hard-working videos? What’s the brand tone?

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I would treat them like mini sketches. Start with the a clever way to frame the benefit, that’s your base reality. Then heighten the joke you’ve set up two times, and you basically have a :15s spot.

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When they say about an RTB they likely don’t mean ABOUT the RTB. Make it about something people care about and sneak the RTB in. You can open with it to get it out of the way…end with it…make it about it but in a metaphorical and unexpected way…think about spots you’ve ever enjoyed. They all have an RTB in there, but you normally have to squint to find it.

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A lot of great advice here. Like other said, simplify your thinking and find your idea first. Then RTBs. If they’re purely product spots, I’ve also just had to lean into the overall brand voice to guide me. DM if you’d like to chat more.

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when in doubt, quantity. make sure to change up what you are doing though, cast the net wide. You're gonna get feedback, just start 👍

What do you expect from mentorship when it comes to writing scripts?

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