Why Do You Need A Script?
You might not be aware of this, but explainer videos are used due to scientific evidence. Specifically, they are based on Allan Paivio’s Dual-Coding Theory. Essentially, this theorizes that audio and visual information are dealt with separately in the brain. So, when you add a voice-over to visual information, it will be processed far more rapidly. This also means that it’s going to be easier to process for the individual.
The script will layout the story and that’s key. It’s how you combine the visual and audio components of the video to ensure that both work seamlessly and provide the right impact. How do you ensure that you get this right?
Understanding Different Parts Of The Script
There are four main parts of the script that you need to include and get right. These are the:
- Opening
- Problem
- Solution
- Call To Action
A lot of scriptwriters will make the mistake of writing a long-winded opening. Instead, you need to make sure that you get straight to the point without throwing your audience in at the deep end.
In the first fifteen seconds, you should be setting up the problem that your audience is facing. To do this, you need to have a clear idea of who your audience is and how they view the product.
So, the opening is the point where you quickly introduce the problem that they are facing. You then need to make sure that you show how the problem can be solved with the right solution. Remember, the brand is always going to be the solution.
In the script, you need to clearly state what you do and ensure that this is easy to understand. Remember, the solution is not the same as what you do. This comes later in the script. Once you have introduced the problem and the solution, you might want to shift the tone and aspect of the video. You can do this by playing different music or even cutting the audio completely.
When you have introduced the solution, you then need to explain why this is the right course of action. You need to push the benefits of the solution and sell the brand the right way. You need to be selective about the key points that you choose to highlight. It’s important that the language you choose suggests excitement and passion for the service or product. They need to feel as though you are compelled to deliver the solution they need.
The final part of the puzzle is the call to action. Remember, this comes at the end of the video, and if the viewer makes it that far they may already be compelled to buy. So, your words here can ensure that the sale goes through or lose the customer completely.
You need to keep things simple. You should hit the problem on the head and deliver a killer punchline that shows why they should buy from you. The best way to do this is to introduce value. This could be in the form of a deal or a key USP for the brand. Include an annotation with an email address or website for them to look at and you will ensure that they have a way forward.
