The most critical moment for your B2B video ad

In this episode, Guy breaks down what he believes is the single
most critical step in producing an effective B2B video ad
campaign. He reveals it's not the initial concept, scriptwriting,
storyboards, production, or editing - but rather successfully
getting buy-in on the script draft itself.


Guy likens this script review phase to the "max q" moment during
a rocket launch - the point of maximum dynamic pressure where if
not handled perfectly, the entire mission could fail. Similarly,
the first script draft is where a video ad concept transitions
from abstract idea to concrete reality, making it extremely
fragile and vulnerable.


Guy provides tips for expertly navigating this make-or-break
script approval process, including:


Never just send the raw script draft - "prime" it first by
recapping the strategy/goals

Consider reading/acting out the script instead of just
circulating text

Intentionally including some "playground areas" that
stakeholders can tweak

Making the case for why this step requires careful handling



He stresses that once you get through this maximum pressure point
of script approval, the remaining production steps become much
smoother since everyone is firmly aligned on the creative
direction.


Link: "Freddy reads script" opening scene from Mad Men


Learn more about Guy and Umault at umault.com