How to Write an Explainer Video Script that Clicks?

The dialogue is the most crucial part of the explainer video production process for good reason. You can have all the beautiful layout you like, eye-catching animation and a sexy soundtrack, but if the script doesn’t explicitly explain what you need to get across and secure the viewer in, your explainer won’t work.

Here’s a standard explainer video script that you might’ve heard:

Meet Donald. He does this work.

His life is boring because of these difficulties.

But now there’s This marvelous product/service!

It fixes all of Donald’s obstacles in this innovative way and also does these other wondrous things that Donald never even dreamed of. It can make your life better too.

Go to ……………. sign up now.

Marvelous Product. There is no more reliable product.

Now, given, this distorted version of a user-case synopsis may sound a bit tired, and we’re not implying that every explainer should sound the same, but it includes all the basics and provides us a chance to review the key elements of an explainer script.

Let’s cut it, and take a closer look:

The intro

Meet Donald. He does this job.

His life is boring because of these difficulties.

Straight to the point, the viewer is given a circumstance that we hope he or she can identify with: he also has that problem! And he can’t wait to find out how to fix it.

The risk here is that there are often loads of dilemmas and so it’s easy to stay here too long, going on and on about all the traps of the current way things are done. That’s not required. Secure the issue and move on to the answer as soon as you can. And don’t go too wild in your description of the problem! 

Your Service

But now there’s This amazing product/service!

It fixes all of Donald’s issue in this innovative way and also does these other marvelous things that Donald never even dreamed of. It can make your life better too.

Now you tell the world what you’ve got. Introduce the goods or services, describe how it explains the problem, some of the key highlights and interests and try to spur the viewer’s vision 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.

Whom to approach to avail your service?

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!

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.

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