How do I plan what to say in my video?

A little planning helps your video stay focused and lead to a clear next step. Two simple frameworks can help you organize your message: RRR and 10-30-10.

The RRR framework: Relevance, Reward, Request

As you brainstorm what to say, work through these three questions:

	What it means	Ask yourself
Relevance	The reason for your video and how it relates to the recipient	Why am I sending this video, and how does it relate to the person I’m sending it to?
Reward	Your value proposition	What’s the value for my audience? Why should they care, and what will they get out of it?
Request	Your call to action	What do I want them to do next?

The Request is your chance to move the conversation forward. Ask your recipient to take a specific action, such as:

Email you back
Give you a call
Schedule a tour

Tip: Pair your Request with a call to action button so recipients can act with one click. See How do I add a call to action button to my video on the mobile app? or How do I add a call to action button to my video on the desktop platform?

The 10-30-10 formula

If you want a simple structure for timing your video, try the 10-30-10 formula, referenced by sales expert Morgan J. Ingram. It stands for 10 seconds, 30 seconds and 10 seconds:

First 10 seconds: introduce yourself and your reason for reaching out. Tell your audience who you are and why you’re sending the video.
Next 30 seconds: share your value proposition. Explain what you bring to the table and how you can help.
Last 10 seconds: give your call to action. For example: “If this sounds like a good fit, I’d love to connect. Send me an email or click below to schedule a tour.”

Following this formula keeps your video under a minute. That’s the ideal length, especially when you’re first getting to know a contact.

Have a plan, but don’t overthink it

Keep it personal. Your videos are meant to feel personal and help you build relationships, so they don’t need to be perfect.
Save time. Video is meant to save you time, so don’t spend 20 to 30 minutes writing your own word-for-word script. Jot down a few bullet points using RRR or 10-30-10, then hit record.
Be yourself. A natural, conversational video connects better than one that sounds overly polished.

Need help getting started? AVA Scriptwriter can write a personalized script for you in seconds. See What is the scriptwriter? How do I access it on my phone? or How do I create a script for my video on the desktop platform?