Many businesses today need to describe their products and services in simple terms, and quickly. But condensing their story into a 2- or 3-minute video challenges many. We’ve written hundreds of explainer video scripts over the years and have turned all that knowledge into a simple formula for your next mini blockbuster. Enjoy…
1. Articulate your Business Objective
Always start with your business goals. Make sure you set a goal that is attainable and measurable.
For instance: Increase social engagement, boost conversions, increase visitor duration
2. Determine the Target Audience and Setting
Clarify the actual person who the explainer will appeal to. B2B marketers will use a job title while B2C marketers will use a person from society. Use a persona if you have one. And, for context, decide if they should be in an office, schoolroom, kitchen, etc.
For instance: Payroll manager, soccer mom
3. Choose a Lead Character
If you don’t already have a persona, give your target audience a name and identity. In other words, put a name and face on your target buyer.
For instance: Christy, a 45-year-old mom; Eduardo, a 30-year-old business owner
4. Introduce the Main Character and State Their Goal
Their highest personal goals and dreams in life. Make sure it isn’t too lofty though, and maps to your solution’s capabilities.
For instance: More free time, a new job or love life, ability to think strategically
5. Put Something in Their Way
Describe the thing that stands in the way of your character achieving their goal. This might come in the form of general hassle, chaos, or busy work. A messy setting, ruffled hair, and unhappy faces help.
For instance: Endless paperwork, driving kids from one thing to the next, a lazy spouse
6. Introduce the Supporting Cast
Your main character may need help along their journey (such as from an IT person) or others may cause problems (for instance a lazy teenager) so make sure they are involved so the story feels real. This is also a great opportunity to introduce some humor by poking fun at that other person.
For instance: The compliance department, boss, spouse, kids, a pesky mother-in-law
7. Introduce the Solution
This is where you describe what your solution actually does. Be specific but light, and keep it focused on the particular business challenge that you introduced earlier only. Keep it simple.
For instance: Duh, your product.
8. Show the Result
The previous hassle, chaos and busy work are replaced by cleanliness and smiling faces.
For instance: If your character was burdened by paperwork, their desk is now clean
9. Show the Main Character’s Personal Impact
This is where you drive it home. Think about the things really matter to people, whether at work or at home.
For instance: Getting a raise or moving into a corner office, parent and child able to spend more quality time together
10. Encourage Your Audience to Learn More
A call to action that connects the audience with the main character’s successful narrative arc is much better than saying something pushy like “call now.”
For instance: “So be like Christy and get rid of HR hassles for good. Get everyone on the same page with ACME App.”