Explainer videos are a fantastic marketing tool to let potential clients get to know you and your product or service, but it's not all about the slick images, if your script isn't well put together, you will not get the conversions you're looking for.
So use this ultimate cheat sheet with 19 killer tips to set yourself up for success in your next project.
1. Keep the Script Short
Attention span is short and you don't want to overwhelm your viewers with too much information. Therefore, keep your video between 40 seconds to 2 minutes.
2. State What You Do
What does your company do, the explanation should be short and sweet. Get to the point and don't waste time. This goes for every part of your script.
3. Put Your Message in the First 20-30 Seconds
Explain the problem. Make sure that even the people who did not watch your entire video understood what you wanted to say. So reduce the message of your video to just one sentence to get to the core and put that sentence in at least the first 20-30 seconds of your video.
4. Show Off Your Unique Features
Explain how specific features solve specific problems for your potential customers. Viewers can then determine if this speaks to their needs and they like your approach.
5. Have a Call to Action
After you've explained what your product or service does for them, you have to tell your viewers to sign up or buy it. In this part you need to answer any concerns or objections they might have which makes them hesitate.
6. Speak Directly to the Audience
Make sure you are adressing your audience and use "you" and "your" in your script.
7. Talk About What They Care About
Put yourself in their shoes. Viewers want to know what your product or service will help them, not you. Focus on what they need to know from you to get them to trust you and to get them to take your call to action.
8. Adress Their Pain Point
The goal of the video is to answer all of your potential customers’ questions and concerns. If you can do that in a short video, you’ll see an increase in your conversions.
9. Don't Use Jargon
Using words people outside of your area of expertise don't know does not only hurt you since viewers won't understand you, you are losing potential clients. You want to make with friends with them, so don't talk down to them.
10. Find the Right Tone
Keep your target audience in mind when determining the tone of voice of your script. Is it very formal, very casual or somewhere in the middle?
11. Humor is Great, But..
For viewers to feel more connected to you as a person, using humor can be a great tool, just keep in mind that it has to support the message of your video. If it doesn't fit perfectly, it can be distracting and take away from your video.
12. Have a Clear Goal for Your Video
You want your viewers to know and do something when they finish watching your video, right? What is it? Make sure your entire script supports that message and finish your script with that call to action.
13. Pace Yourself
Avoid talking faster, so you can say more about your product. Keep it to 125 and 150 words per minute. Any more than that, your viewers will simply not understand a word you're saying and don't have enough time to process what your message is, which leads to losing potential clients.
14. Create a Writing Team
Don't write the script alone, have 1 or 2 collaborators. Any more and you'll go crazy with all the different opinions in the room, any less and you can get tunnel vision because you don't get enough feedback.
15. Share Your Draft
Write your script in a program like Google docs so your team can work on it simultaneously. Once you've written your first concept, you can invite your team to read it and give you feedback.
16. Record Yourself
Before finalising your script, record the text to see if it flows well and that it sounds like it did in your head. You can also send this along to your voice over talent as instruction of how you want the tone, pace and pauses to be.
17. Limit script revisions
Limit yourself in the amount of times you want to change the script. If you don't, you'll risk rewriting the thing endlessly.
18. Keep it on lockdown.
After you locked it down, keep it on lockdown so you won't create extra work for the designer of the video, which can cause delays.
19. PDF it.
Once you're happy with the final text, save it as a PDF so you don't have any unwanted changes once it's done.
So when creating an explainer video, take the time in this vital phase to make the script just right. Make sure it's easy to understand, engaging and get feedback from your team.
Feeling a bit overwhelmed and you'd like some help? We now have an amazing, free, value packed try-out for you. By filling out this questionnaire we will get you started on having an extremely effective and engaging handcrafted explainer video for your business. Get a custom concept, clear sketches and video style examples, all for free! We want you to stop missing out on potential customers and have the perfect sales pitch, always. Click here
to go to the try-out.
What is the most important tip for you? We'd love to hear from you in the comment box below.