If you've spent any amount of time at all in front of a television, you've seen ads. Some are clever; some fall flat. Some make you want to buy the product and some make you wish with all your heart that the ad would end.

They all have one thing in common: they started with a script.

Unless you spend a lot of time in front of a camera, or have your own radio show, it's probably a bad idea for you to shoot your product or service video without scripting what you're going to say in advance. It's absurdly easy to start strong and then end up stammering, running out of things to say, or saying the wrong thing.

We're not talking Steven Spielberg here: this doesn't have to be a masterpiece of suspense or drama. But it does have to hold the buyer's attention, and it's difficult to do that if you're just chatting away.

You may feel more comfortable with a script that you can read word for word, and that's certainly an option (especially if you do not plan to be in the video yourself). But you can also create a natural-sounding script just by jotting down bullet points:

• Antique wedding gown from 1940s
• Size 8
• Will ship anywhere
• Special detailing: lace, beaded pearl trim

Remember to try and make your sales pitch into a story. People love stories. Who wore this wedding gown? What makes it special for its new potential owner? Include all these wonderful details in your video script and you're sure to connect with just the right buyer!