Over seventy percent of businesses market their services and product with an explainer video. An explainer video is usually a short animation that explains a business idea, service, or product in a clear, concise, and compelling§ manner to generate sales. Profitable explainer videos come with a compelling script. No two explainer videos are alike; however, there is a general formula to follow to ensure the success of your explainer video template.
How to write an explainer video script?
Step #1: Set Up the Problem
When writing your script for your animated explainer video you want to draw viewers in by quickly setting up the problem in 15 seconds or less. To do this, you need to know your audience. This means you will want to think about how the product would be viewed by your key demographic.
For instance, perhaps you are selling an article writing service. Your protagonist should be an overwhelmed client or SEO firm, and you are the antagonist that solves the problem. In this example you might have a script that starts out like this:
“As a digital marketer, you might be overwhelmed with your workload. One way to alleviate the pressures of your job is to hire a scriptwriter. A content writer understands how important it is to create quality content. BTW, we write scripts for all our clients for free!”
PRO TIP: Be specific. Are you a content writer or are you a content writer that specializes in a particular niche? Being specific allows you to target your buying audience. A content writer who specializes in content for digital marketing might send their video to SEO firms. A content writer with a specialization in the health niche might contact fitness magazine instead of targeting SEO firms.
STEP #2: Solve the Problem
“By hiring us, you can be free to run other parts of your business without worrying about not having engaging content. I know what it takes to create content worth sharing.”
When providing your solution, you want to state what you do clearly as seen in the example script above. Providing the solution, however, is not the same as explaining what you do. You want to save that for last. At this point, you might want to change the focus of your video by playing a different type of music, changing the scene or perhaps stopping the audio altogether.
STEP #3: Explain the How & Why
The how & why part of your video should be the longest section. Here is where you would share all the benefits of hiring a content writer and selling yourself by showing your audience how you solve their problems with your service. You will want to be selective about what you choose to highlight. Focus on natural questions your view may have for you and dazzle them with your skillset and experience. Be sure to appear excited and passionate about your service or product. Appearing enthusiastic will set the tone for your video scriptwriting and will ultimately help you make that sale.
STEP #4: Call to Action
You want to be careful here, if a viewer makes it to the end of your video chances are they are ready to buy. What you say now will make or break the sale. You want to keep it simple here. To convert a viewer into a buyer, cite the problem and deliver your best punch line as to why they should buy from you. One way to do this is to offer your audience a deal.
Following the example of a content writer, you might say something along the lines of, “Place an order today and get 10% off! Hurry up though, this deal won’t last forever!”
Finally, include an annotation with your email address or website URL along with it and you’ll be well on your way to obtaining a new client.
Key Points – How to write an explainer video script
Explainer videos are meant to be captivating, creative, and informative. Here are six quick tips to ensure you make the sale with your explainer video:
Summarize the entire Video in a 30 second sentence
After you are done with the above three steps, take your time and put, in summary, the message of the entire explainer video in about 30 seconds. After that, make sure the summarized sentence is the introduction of your explainer video. The sentence should capture the entire message in the script. This is important as it will help the target audience know what to concentrate on in the video.
Speak directly but in a friendly way to the target audience.
What I mean here by direct tone is that you engage your customer in a conversation that is driven towards showing them what matters most to them. You have to ask yourself questions like, what does the viewer/customer care most about? How is their problem solved by the product /solution am trying to offer? This is where you make use of personal pronouns like ‘you’, your’.
Give the audience what they don’t have, tell them what they do not know.
Your focus should always be the information they need about you and your product so that they can trust you to buy from you. A friendly and conversational tone is what will give you an opportunity to make a successful sale.
Pick the right tone for the entire video
Right before you get down to paper and pen with your script, you should have a clear image of your customer in mind as you pick the general tone of your video. This can be inspired by writing down a summary idea of what you expect the audience to do after watching your video. Doing this will help you identify the right tone that your video will have in the end. Imagine what a summary of the video would be, and then pick a tone for the entire video.
Make use of a story, don’t be dry
A conventional explainer video strictly adheres to the
problem >>solution>> action
While this is important to follow, a selling explainer video combines skill and creativity to drive the point to the audience. There is the harm in going a little out of the way and create a story that would give life to your content, rather than just giving dry facts and definitions.
There is a tangible effect on the audience when you show them how your services or products have been of benefit to other people. Present a real-life story that your customers can relate with and make them know how your product is going to benefit them.
Know when to be humorous
Humor is used in almost every part of any conversation. It is an important tool to spice up a story-telling session and helps to catch attention too. In case you decide to be funny in your script, make sure it falls into the right place, otherwise, misplaced humor is easily noticeable and you will look miserable and desperate in the eyes of your target audience. You may end up putting them off rather than winning them over.
The best way to add humor is through the animations you choose for your video, rather than putting it all over the script. Let the cartoon icon be as funny and catchy as you can make them look, but communicate the message clearly.
Don’t fear to make mistakes in a script.
Most people want to be perfect at first trial, and that is where we at times go wrong. It is ok to do a script and go through it only to find several mistakes. If you find mistakes, write another one and correct the mistakes of the first script. Do this over and over till the final piece is a near-perfect one.
It’s recommended that you write a draft first and edit it later. Write a one-page draft script (about 60 seconds video), which is quoted recommendable length of an explainer video. This first script will normally be long and filled with mistakes, that’s fine. Here’s where you are allowed to write as descriptively as possible. Create the scene you want for your video without minding the mistakes you might make here.
Once you have fleshed out the whole idea of what you want to present to your audience, you can now narrow down to check which parts to correct and come up with a clean script. But you have to first accept to make those silly mistakes, that’s how you perfect your art of making a selling explainer video script.
Feedback from your friends, family, and coworkers is an easy way to make sure you are creating engaging content. Just be careful to make sure that they give you honest feedback. Ultimately, no matter what you do, using a script template will ensure you do not miss the mark with your project.
There is no better way to write an explainer video script than to do it yourself and start from scratch. Following this detailed article, you are on your way to being a pro scriptwriter when it comes to explainer videos. I can only imagine how catchy your next explainer video script project is going to be! Below is a link to an example of an explainer video script that you can follow to fully comprehend the whole process.
Explainer video script templates:
For help on how to create an explainer video for your business contact Top Explainers today.