The script is important but the story is what sells your product. When you’re creating a marketing video you need to get your message out about your product or service in a way that attracts the interest and attention of the viewer. The first step is to think about the audience for your video. Is your video for investors, business owners, mothers, teens, animals etc? The story you would tell to each of them is different; it needs to appeal to them so you can get the best engagement. Demonstrate why your product or service is for them. If they can’t relate to it then they are going to stop watching and not signup.
There’s no cookie cutter answer on how best to start your story. Every video doesn’t have to start with “Hey, do you have this problem? Here’s how we solve it.” It doesn’t need to start like that but its a pretty good way to approach it. When you introduce a problem it helps the viewer instantly relate and if this is a problem they have, they will watch the video to see how this problem is going to be solved.
At LooseKeys when we start to write a new script for an explainer video we ask ourselves, “What’s the best way to talk about the service or product?” There isn’t a formula that you have to follow. What was right for one video isn’t always right for the next one. That’s why you’ll see every video we do looks different and has a different tone or voice to the story. If everything looked and sounded the same, that would be boring.
Our goal is to make sure every video is persuasive, informative, and also fun so that all the information is easily digestible. Now we don’t have a formal process but we do have some guidelines we think about.
We start by explaining what the service or product is? Can this be summed up in 15 - 30 seconds? If so, then we also have a great short second video that can be put out as a perfect “What Is XYZ Company.” And once you have your product or service explained in basic terms, you can start to expand and add in any other information that may be important.
Next we go into the why the viewer needs this product or service. This is similar to the solution question many explainer videos answer. What is the solution to a problem that this service is providing, why is it important… or simply why should the viewer care. If you can make the viewer understand how this is going to change their lives, you’ve got them.
Then finally we wrap it all up with a simple call to action. We tell the viewer what to do next, whether it’s sign up, get started or visit this URL to learn more.
A persuasive story isn’t something you can write in one sitting, it takes a couple drafts and revisions. Think about your message, ask yourself what needs to be said for you to be engaged or care about this video. If it would convince you then chances are it will persuade others too.