A strong script is the foundation of any effective explainer video. Occasionally I come across a video that is just badly written, using too much jargon or cluttered with little details that are of no real interest to me as a viewer.
If you're passionate about your goods or services, you might feel the need to elaborate on "unique" specifications of your goods or the countless possibilities you have to offer your clients. But cluttering your video with intricate details doesn't necessarily captivate your prospects, it might even chase them away.
In this article I’ll give you some easy to follow guidelines for writing your own killer explainer video script.
The first thing to keep in mind is: your viewers' attention span is short, so try to keep your story concise and to the point. As they often say: less is more.
In my experience, a video length of about 60 seconds is ideal. If your video is longer than that, your viewers might start getting bored and leave. A 1-minute video translates to 150 words at a normal speaking rate.
Before you start writing, take your time to think about the following:
• Elevator pitch
Creating your elevator pitch is the first step in developing a script: try to write down in 1 or 2 sentences what your business, product or service is about. It needs to be short, succinct and engaging. Having your elevator pitch ready is of fundamental importance to the script you’re about to write.
• Target audience
Decide who your target audience is going to be. This greatly determines the tone of your script. Are you selling to consumers or to businesses within a certain field? What’s the age range of your audience? Are you trying to convince consumers to buy your product, or are you offering a valuable service to businesses? Can you use industry jargon in your script or would it be better to stick to non-technical language?
• Solution
Determine which solution your product or service has to offer to your audience. You want your audience to perceive your product or service as the best solution to their problem.
• Benefits
Describe how your product or service benefits your target audience and why they should buy from you instead of your competitors. How do you stand out from your competitors? Wat are your unique selling points (USP’s)?
Instead of creating a long list of technical specifications, try to look at it from a viewer's perspective. For example: don’t say “Get 10 gigabyte more storage!”, but try something more personal, such as “More storage for your family photos and videos”.
• How it works
A short explanation of how your product or service works ensures your audience gets a better idea of what you have to offer them. Try not to bore them with endless details. Again, keep it short and to the point.
• Call to action
Your main goal is to convert your viewers into customers or clients. You want them to sign up for a newsletter, visit your website or place an order. So make sure to include a ‘call to action’ at the end, such as a tagline followed by your contact details and website URL.
Structuring your script
A good script has a clear structure intended to hook in the viewer and keep them engaged until your call-to-action comes on screen.
1. Problem (00:00 – 00:20)
Introduce a problem your audience could run into. Make it something relatable and try to engage your viewers on a personal level.
2. Solution (00:20 – 00:30)
Present your company or your product or service as the solution to the problem. Use the elevator pitch you prepared earlier as a basis.
3. Benefits / How it works (00:30 – 00:50)
Describe the benefits and shortly explain how your product or service works. Once again, don't lose yourself in the details.
4. Call to action (00:50 – 1:00)
Encourage your audience to take action immediately. Repeat your business name, your tagline, your contact details and website address. If the video is uploaded on social media platforms, provide links to your website in the description.
If you still feel like writing your own script is a daunting task, don’t fret! Animation studio Colin Cramm Illustratie & Animatie can help you write a script and turn your script into a fully animated explainer video for your business. Don’t hesitate to contact us for more information.