How to Write an Explainer Video Script
The script is the most important part of the explainer video production process for good reason. You can have all the pretty design elements you like, mesmerising animation and a killer soundtrack, but if the script doesn’t clearly explain what you need to get across and hook the viewer in, your explainer won’t work.
Here’s a typical explainer video script that you might’ve heard:
Meet Jim. He does this job.
His life sucks because of these problems.
But now there’s This amazing product/service!
It fixes all of Jim’s problems in this innovative way and also does these other amazing things that Jim never even dreamed of. It can make your life better too.
Go to amazingproduct.com and sign up now.
Amazing Product. There is no better product.
Now, granted, this oversimplified version of a user-case scenario may sound a bit tired, and we’re not suggesting that every explainer should sound the same, but it covers all the basics and allows us a chance to examine the key elements of an explainer script.
Let’s break it up, and take a closer look:
The intro
Meet Jim. He does this job.
His life sucks because of these problems.
Straight off the bat, the viewer is given a situation which we hope he or she can identify with: she also has that problem! And she can’t wait to find out how to fix it.
The danger here is that there are often loads of problems and so it’s easy to dwell here too long, going on and on about all the pitfalls of the current way things are done. That’s not necessary. Establish the issue and move on to the solution as soon as you can. And don’t go too wild in your description of the problem! Some products simply make life easier – the world was turning long before your new pineapple peeler came on the market…
Your product
But now there’s This amazing product/service!
It fixes all of Jim’s problems in this innovative way and also does these other amazing things that Jim never even dreamed of. It can make your life better too.
Now you tell the world what you’ve got. Introduce the product or service, outline how it solves the problem, some of the key features and benefits and try to spur the viewer’s imagination of how she could use it. This is what they call your USP – your Unique Selling Proposition that will offer a unique or differentiated solution for their pain point. You’re now relatable AND likeable.
Call to action
Always, always, have a call to action. A web address, a social media handle, anything – as long as it sends the viewer somewhere once you have their attention. There’s no point identifying with them, offering a solution and then… leaving. Give them the thing 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 give the viewer a way to take you up on your offer, your explainer video gets you 90% of the way towards converting a potential lead into a loyal client.
script
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