The script is the most important part of the explainer video production process for good reason. You can have all the cute design elements you love, fascinating animation, and an amazing soundtrack, but if the script doesn’t clearly explain what you need to convey and hook the viewer, your explanation won’t work.

Here is a typical explanatory video script that you may have heard:

Meet Jim. He does this job.

His life sucks because of these problems.

But now there is this amazing product / service!

It solves all of Jim’s problems in this innovative way and also does these other amazing things that Jim never even dreamed of. It can also improve your life.

Go to amazingproduct.com and sign up now.

Amazing product. There is no better product.

Now of course this simplified version of a user case scenario may sound a bit tired, and we are not suggesting that all explainers should sound the same, but it covers all the basics and gives us a chance to examine the key elements of an explanatory script.

Let’s break it down and take a closer look:

The introduction

Meet Jim. He does this job.

His life sucks because of these problems.

Right off the bat, the viewer is presented with a situation that we hope they can relate to – she has that problem too! And you can’t wait to find out how to fix it.

The danger here is that there are often a lot of problems and therefore it is easy to stay here too long, talking over and over again about all the pitfalls of the current way things are done. That is not necessary. Establish the problem and proceed with the solution as soon as possible. And don’t get too crazy in your description of the problem! Some products just make life easier – the world was changing long before your new pineapple peeler hit the market …

Your product

But now there is this amazing product / service!

It solves all of Jim’s problems in this innovative way and also does these other amazing things that Jim never even dreamed of. It can also improve your life.

Now you tell the world what you got. Introduce the product or service, describe how it solves the problem, some of the key features and benefits, and try to stimulate the viewer’s imagination on how you might use it. This is what they call your USP – your unique selling proposition that will offer a unique or differentiated solution to your pain point. You are now relatable AND nice.

Call to action

Always, always, have a call to action. A web address, a social media identifier, anything, as long as you send the viewer somewhere once you have their attention. There’s no point in identifying with them, offering a solution, and then … leaving. Give them what they need to take the next step in using your product or service – a way to get in touch.

And keep it short! If you can say it in 1 minute, why use 2?

As long as you’ve kept your script entertaining, engaging, and memorable, and provide the viewer with a way to accept your offer, your explainer video takes them 90% of the way to converting a potential customer to a loyal customer.

By admin

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