My normal writing routine is between 750-1,000 words/week. When recording a video, a rule of thumb is 120-150 words per minute. 1,000 words would be way too long. So I condense or extract.
If I condense a message, I look at the big picture and break it down to two minutes or three minutes of intense information. I believe the attention span of a viewer is well under five minutes for any viewer regardless of how good it is.
My three key words are SHORT, SWEET, and MEAT.
Sometimes I choose to extract one or two paragraphs that I consider most significant or most impactful in terms of the viewer.
The key to understanding impact is to ask yourself these questions:
- What does my customer or my prospective customer consider valuable?
- What would my customer want to hear that would help them produce more and/or profit more?
- What would help my customer succeed more?
- What would help my customer win more?
The best advice I can give you is to go to my channel on YouTube http://www.youtube.com/user/BuyGitomer and click on several random videos to see the SHORT, SWEET, MEAT impact.