- November 6, 2014
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Seven Steps to Stronger Video Scripts
Producing videos in-house? Then you probably know the importance of having a decent camera and microphone, how to optimize your videos, and how to prevent “floating head syndrome.” But do you know what the most important part of your company’s explainer video is?
The answer might surprise you.
As the term “explainer video” implies, these are simply videos that visually illustrate exactly how a product or service works and why a customer might need it. Writing for QuickSprout,
marketing expert Neil Patel says, “the most important part of an explainer video isn’t the video…it’s the script.” Regardless of the quality of your sound or picture, if your script is weak, your sales conversions will show it.
Before Writing
Before starting your script, Patel advises surveying your customers and prospects to better understand their concerns and issues. Ask how you can help solve their problems and what might be preventing them from buying. That’s what your script should be about: how you can help customers solve their problems.
Seven Steps to a Strong Script
What follows are seven tips Patel offers to help you write a better explainer video script. (Bear in mind that the ideal video script should be no longer than 2-3 minutes. Any longer and people may start to tune out or click away.)
- Introduce yourself – start by explaining what your company does, but keep it as short and sweet as possible.
- Explain the problem – carefully outline the problem or issue facing your potential customers that you intend to solve.
- Make a transition – use the same phrasing your customers used in your surveys to describe their problems. Then segue into the reason you started your product or service.
- Show off your features – take advantage of video’s visual nature to graphically explain how specific features will solve specific customer problems
- Call to action: ask for the sale – after you’ve explained what your product or service does, remember to tell your viewers to buy it or sign up. This is also the time to address possible objections or concerns.
- Answer any last objections – if any questions remain, this is the time to answer them. If you’re not sure what they might be, check with your customer support team for the most frequently asked questions.
- Seal the deal with proof – after you’ve answered all the possible objections and questions and asked for the sale, include proof elements such as names and/or logos of other notable clients to reinforce the customer’s decision.
For more tips on creating effective marketing videos, take a look at these previous posts: “Video Tips Any Business Can Use”, “Five Essential Elements of Video Optimization,”
and “How YouTube Makes Video Content More Shareable”.
