What Is the Controlling Idea in a Video Script?
Jun 30, 2023
The controlling idea is the single sentence your video is about, the one thing you want the audience to remember. Find it by asking what problem you are solving for them, cutting the message back to one plain statement, then reading it aloud until every line still points at it.
Why is your core message so hard to pin down?
Three things get in the way, and none of them is a writing problem. The first is clarity. Your ideas are scattered or too broad, so there is nothing concise enough to build a script around. The second is a fear of oversimplifying, a worry that cutting the message back to its core strips away the detail that makes it worth saying. The third is plain lack of practice at organising thoughts and putting a narrative together, which Chris is blunt about in this episode: that one is most of us.
"When was the last time you put a script together?" - Chris Schwager
How do you find the controlling idea before you start writing?
Two questions do the work. Ask yourself what the one thing is you want the audience to remember, and keep answering until it fits in a sentence. Then flip it around and ask what problem you are actually solving for them, because a controlling idea aimed at their pain point lands and one aimed at your own interests does not.
"What is the one thing you want your audience to remember or understand?" - Chris Schwager
That second question is a strategy question as much as a scripting one, and it is worth stepping back to see why video matters for your business before you write a word.
How simple should the message be?
Simpler than feels comfortable. Break the message into short, concrete statements and take out the jargon and the technical shorthand. The trap is that industry language sounds precise to the person using it. It might sound great to you. To the audience it is noise, and noise is what makes them leave.
"Remember, simplicity is key to conveying your point clearly. If you confuse, you lose." - Chris Schwager
The same discipline separates a video that holds attention from one that gets skipped. See how a clear video message wins attention.
Does practising the script actually change anything?
It changes the script, not just the delivery. Read it out loud, more than once, and in front of a real person if you can get one. Practice is where you hear the sentence that does not belong, the paragraph that wandered, the point that no longer serves the controlling idea. You cannot spot that reading silently off a page.
"It's so easy to get swept away and before you know it, you're in a burrow hole that is off the controlling idea." - Chris Schwager
Structure helps too. In the episode Chris mentions a set of more than twenty script templates that hold each section to a word count, from the introduction through to the point of empathy, the problem and the solution. If that is the part you are stuck on, grab the video script template that keeps you on message, or work through how to structure your videos and presentations first.
Key moments
Timestamps refer to the episode audio above and to the transcript below.
- 1:16 - The three reasons the controlling idea is hard to pin down.
- 2:27 - Reflect and clarify: the one thing the audience should remember.
- 3:08 - Simplify and streamline. If you confuse, you lose.
- 3:37 - Practice and refine, out loud and in front of your target market.
Frequently asked questions
What is a controlling idea?
It is the central theme that ties a video together, written as one sentence. Everything else in the script has to serve it. If a line does not point back at that sentence, it is a tangent, and the audience feels the drift long before you do. Scripts fall apart because nobody wrote the controlling idea down before writing the script.
Can a video have more than one controlling idea?
One video, one controlling idea. A second one is what turns a tight three minutes into a ramble you did not plan to record. If two ideas both matter, make two videos. It is easier to script, easier to record, and you get two pieces of content out of the same thinking.
I do not know what to say on camera. Where do I start?
Start with the audience rather than with yourself. Name the one problem you are solving for them and write it as a plain sentence. That sentence is your controlling idea. Once it exists, the script stops being a blank page and becomes a matter of ordering the few points that support it.
Do script templates make you sound robotic?
A template holds the structure, not the words. It tells you what job each section is doing and roughly how long it should run, which is what stops you wandering off the controlling idea. The wording stays yours. Sounding scripted comes from how you read a script, not from having planned one.
Transcript
Read the full transcript
Imagine you are sitting down to write a script for your video or preparing to present an idea to your team. You have a general sense of what you want to convey, but as you start putting words on paper or speaking, you struggle to define the core message. The controlling idea. It's frustrating and it hampers your ability to create impactful content.
[00:00:25] This challenge isn't limited to presentations alone, it extends to the process of writing scripts. Both require a clear understanding of the controlling idea, a central theme or core message that ties everything together. The skills needed for both tasks overlap and finding the controlling idea is crucial for content creators, and yet it's way too common of a problem many content creators face, not knowing what the controlling idea is and not even asking themselves, what is the controlling idea?
[00:00:59] I'm your host, Chris Schwager, and then this episode of Video Made Simple. I'm gonna stick to the point and make sure that I stay on the topic of the controlling idea. So why do people find it hard to pinpoint the controlling idea of their presentation in the scripts? Well, there are three several factors that we've investigated.
[00:01:16] First, it's a matter of clarity and focus. Sometimes our ideas are scattered or too broad. Making it difficult to distill them into a single concise message. We need to refine our thinking and identify the heart of our content.
[00:01:30] Secondly, the fear of oversimplifying. We worry that reducing our message to its core might strip away important details or dilute its impact. Balancing simplicity with depth is a di uh, delicate art that content creators must master.
[00:01:47] Third, lack of skill. This is most of us and lack of experience in crafting presentations and scripting, crafting a compelling narrative. Hmm. Organizing thoughts effectively. Hmm. And communicating clearly requires practice and development.
[00:02:07] When was the last time you put a script together? It's important to remember that these challenges are normal and can be overcome with the right approach and techniques. Here are some practical solutions to help you tackle these problems and identify your controlling idea.
[00:02:27] One, reflect and clarify. Take time to reflect on your topic or idea and ask yourself what the core message is that you want to convey. What is the one thing you want your audience to remember or understand? Once you've clarified this, it becomes easy to structure your content around it.
[00:02:47] Define your audience's needs is number two. Consider your audience and their needs. What problem are you addressing? What problem are you addressing? Tailoring your controlling idea to resonate with their pain points or aspirations will make your content more impactful and engaging.
[00:03:08] Three. Simplifying and streamlining complex ideas can be challenging to communicate effectively. Break down your message into simple and concise statements. Be simple. Avoid unnecessary jargon or technical terms that might confuse your audience. It might sound great for you. It's noise to them. Remember, simplicity is key to conveying your point clearly. If you confuse, you lose.
[00:03:37] And four. Practice, practice, practice and refine. Whether you are presenting or writing a script, practice is essential. Rehearse your presentations or read your script aloud multiple times in front of people if possible. In front of your target market if possible. Practice not only helps you become familiar with the content, but also allows you to identify areas where the controlling idea might be weak or unclear. Refine your script until it aligns perfectly with your central message. Hmm.
[00:04:13] Isn't that an amazing podcast. I love this podcast. I love this topic cuz I'm always quizzing people on the controlling idea. It's very easy in the world of scripting from where I sit to derail this. It's so easy to get swept away and before you know it, you're in a burrow hole that is off the controlling idea.
[00:04:34] Now we have script templates. We have over 20 different script templates that help you manage your thoughts clearly. From your introduction, from about you, from point of empathy to problem and solution, details, topic ideas, et cetera, is all structured to hold you accountable to a certain amount of words in the script. That means that you're gonna have the best chance at holding your audience's attention as they work their way through the script. Not only will you stick to the controlling idea, but you'll maintain their interest throughout the entire video.
[00:05:11] By implementing these solutions that I've spoken about today and developing your skills, you can confidently find and express the controlling idea in your presentations and scripts. Remember, it's a journey, but it's also a process.
[00:05:25] Script writing is a process. It's a process. It's a process that requires practice and refinement. Over time, you'll become more adept at identifying the core of your ideas and crafting impactful content.
[00:05:39] Wanna know more about writing video scripts? Our team of experts provide personalised coaching to help you refine your script writing skills. You gotta contact us right now to learn how we can support your video marketing journey. Don't forget to subscribe to our channel for valuable tips and insights on creating impactful videos. That's all for this episode. I hope you got a lot out of the controlling idea. Was this enough of a controlling idea for you?
[00:06:04] Thank you for listening. I'd love to hear your feedback and see you next week.
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