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The most critical moment for your B2B video ad

When producing a B2B video ad campaign, there are many important steps: coming up with the core idea, writing the script, storyboarding, casting talent, filming, and editing.

However, there is one particular step that stands out as the most critical juncture where the entire project could take off smoothly or risk veering off course.

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That pivotal moment is when you circulate the script's first draft for review and approval within your organization. It's like a rocket launch experiencing maximum aerodynamic stress.

Let me explain.

In spaceflight, there's a concept called "max q" - short for maximum dynamic pressure. It refers to the intense period during a rocket's ascent when extraordinary aerodynamic forces threaten to tear the spacecraft apart if not handled correctly. The rocket must be sturdy enough to withstand this make-or-break point's extreme pressure and stresses.

For your video ad script, the review and approval phase of that first draft is essentially the max q moment where the project faces its maximum stress and risk of failure. Up until this point, the idea has been rather abstract.

However, they become most vulnerable once you put the concepts into a concrete written script. Stakeholders who were on board conceptually may suddenly get cold feet. The legal team may raise new objections. The office contrarian who questions every decision could try to nitpick it to death.

So, how do you successfully shepherd the script draft through this maximum dynamic pressure stage? Follow these tips:

Don't just send the naked script

Never send the script out coldly as a naked attachment asking, "Thoughts?" You need to pro-actively prime and sell it first. Re-circulate the original creative brief outlining the strategy, audience, and key objectives underlying the script. Remind stakeholders of the reasoning and decisions that went into the creative approach.

Read it out loud

Consider reading/acting out the script rather than having people read it silently. Scripts are written to be performed out loud, not read internally like a book. Having someone give it a proper read can bring the words to life in a way silent reading often cannot. Check out this clip from Mad Men; this is what I mean by reading something out loud.

Include some "playground areas"

Selectively include some "playground areas" - a few non-critical lines or descriptions that you don't mind seeing revised or edited. This gives stakeholders the psychological satisfaction of weighing in and applying their own tweaks without derailing the overall substance and architecture.

Smooth sailing

Once you successfully get past the maximum pressure point of the script phase, you'll find the remainder of the production process becomes much smoother sailing. Getting stakeholders firmly onboard with the script means the foundation is solid. The remaining steps, like casting, filming, editing, etc., become more straightforward executions of an agreed-upon plan.

The script review may be the scariest part of your B2B video ad's journey. But by being deliberate, preparing carefully, and doing whatever it takes to secure buy-in at this critical juncture, you ensure your video realistically makes it through the metaphorical max q and into the broader universe exactly as intended.





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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