You’ve read all the advice. You’re convinced that your company needs an explainer video.
You know that most experts suggest that you write your own script because you know your product better than anyone.
You know the pain that your customers are experiencing. You know their needs, their fears, their reasons for buying, and their reasons for not buying.
But where to begin?
Most experts agree that your video should be no more than one or two minutes, which means the script should be two to three hundred words long, at most. How do you explain what makes your product great in three hundred words or less?
I can’t completely solve that problem for you. After all, nobody knows your product and customers better than you.
What I can do is give you a formula to bring order to the chaos raging within your mind.
If you just take it step by step, you can get through this and write a truly engaging script for your business’s explainer video.
To illustrate these points, I’m going to reference one of the most successful explainer videos made, for Dollar Shave Club.
Step 1: Know your audience.
This step actually comes before you start writing. Know to whom you’re trying to sell.
Michael Dublin, the founder of Dollar Shave Club, knows his target — twenty- and thirty-something men who do a fair amount of their shopping online.
This knowledge informed his humorous approach and his choice of what points he makes in his video.
Step 2: Introduce your company and product.
Ideally, you’ll want to get this down to one or two sentences.
Michael used his first sentence to introduce himself and the next to sum up his service – “For a dollar a month, we send high-quality razors right to your door.”
Boom. Twelve seconds in and we know who he is and what he does. In a simpler time, you could put that one sentence on a picture of a man shaving, post it on a billboard, and watch the orders roll in.
Sadly, we still have work to do.
Step 3: Identify the problem.
If you were writing a letter or landing site designed to sell, this is where you’d start. Identify the problem that you’re trying to solve. The more clear it is that you understand the problems that your potential customers face, the more you’ll have them hooked.
Michael nails the issues that his product solves:
Most blades are too expensive
Most blades are needlessly complicated to justify that expense
We all too often forget to buy new blades
Step 4: Solve the problem.
Now that you’ve established that you know your audience’s pain, solve their problems.
Tell them what is so great about your product and what it will do to make their lives better.
Michael really covers Steps 4 and 5 at once:
- Dollar Shave Club’s blades are inexpensive
- Dollar Shave Club’s blades don’t have anything you don’t need
- Dollar Shave Club ships you new blades every month, so you don’t have to remember to buy them
Step 5: Answer any last objections.
If you completed Step 1 sufficiently, you should be able to foresee most, if not all, of the viewers’ objections to buying your product. Maybe your product is expensive. Maybe it requires a commitment. Maybe you’re entering a crowded marketplace and you need one more thing to really set yourself apart.
This is where you overcome those objections.
This is also where I think Michael could have done a better job. He could offer a free trial. Or point out that users can cancel at any time. Instead, he tells us that now our only problem is finding a place to keep all the money he’s saving us.
I’m sold (seriously, I subscribe to this product), but I wonder if he missed an opportunity here.
Step 6: Use social proof.
If you already have customers, you may want to have a testimonial here. Talk about how you saved them money.
Or made them money.
Or helped them succeed in some way.
If you have happy customers, this is the place to talk about them.
At the time of this video, Dollar Shave Club was brand new, so Michael didn’t have anything to put here.
Step 7: Include your Call To Action
Time to bring it all home. Tell your customer exactly what you want them to do – usually buy your product or service – and exactly how they should do it.
Michael doesn’t really have a clear call to action here – the closest he gets is “Stop forgetting to buy your blades every month and start deciding where you’re going to stack all those dollar bills I’m going to save you.” It’s not bad, but he could have been a little more clear about how to join.
But that’s okay. The rest of the video was so strong that he could afford to be imperfect on a few points.
And there you have it. If you keep these eight steps in mind, you can come up with a strong script for your explainer video.
Of course, you’ll still need to come up with the right visuals and audio, but there’s help out there.
Character City v1 and Character City v2 feature high-quality, easily customizable templates to make creating your animated explainer video a cinch! Check out these and other great products from VidadBox now to get started on supercharging your online marketing programTags: call to action Dollar Shave Club explainer video script video script