Writing the script is of crucial importance in the production process of your corporate an explainer video.
We always advise that any animated corporate video script is done by a video production company that offers this service because they can really understand the script process and its cinematic approach. However, you can always try to write it on your own at first.
The reasons to personally write the script to your animated video are endless. You could want to reduce the cost of video production, learn a new skill or perhaps you just believe that is the best way to go about it.
Whatever your reason may be, this article will help you produce a script that will convince your target audience and convert them into clients.
Set the goals for your video
You certainly know the saying; “failing to plan is planning to fail!”
As we previously discussed in How To Fail At Your Video Marketing Campaign, animated video marketing requires thorough planning and strategizing for success.
This planning starts with you defining your goals. Having your goals defined will guide you through the process of writing your script. Because you know these goals, the script will be written as a strategy leading to their achievement.
When your SMART (specific, measurable, attainable, relevant and time-bound) goals are set, all you have to do oil your “script-writing-machine”.
Follow the structure
Your animated corporate might not be a Hollywood movie, but what stops your script from following the same pattern?! This structure will ensure that your video script will be as engaging as a Hollywood flick for your audience.
Here is how to go about it:
- Attention: “ The What”
You want to start your video by pulling the attention of your audience. For this, the very first thing your script should explain is “what” the problem of your target audience is that your product or service solves. This will immediately grab the attention of your audience and make them want to watch the video all the way through. The “what” is the reason why people are watching your animated explainer video, so you should make that clear from the get-go!
- Interest: “The How”
Once you’ve identified the problem, you have to explain “how” your product or service solves that problem. The solution has to be explained as simply and directly as possible, (so consider that while writing the script). Describe this “how” for your audience to grab it instantly.
At this point, there’s no need to be overtly promotional.
- Desire: “The Why”
Now that your audience knows how to solve their problem here is where you need to tell them “why” they should choose your company instead of the competition.
This is where to make use of your sales aptitudes as you describe your product’s features, benefits, and so on.
At the end of these steps, conclude with your brand’s message by trying to achieve one of your pre-established goals.
This is a tested-and-approved narrative formula well known by buyers in the world. This familiarity will play in your favor, as it will automatically appeal to the subconscious of your buyer persona.
Make it brief
Fact: 85% of people will watch an entire 30-second video, but only 50% will watch a video completely if it is up to 2 minutes.
This explains that the longer your script, the longer your video and the longer your video, the fewer people will watch it all the way through.
Therefore to avoid this eventuality make sure your script is not too long.
This word counting technique will help you while writing your script:
45 seconds – 90-110 words
60 seconds – 120-170 words
90 seconds – 200-250 words
2 minutes – 250-300 words
Tip: Be straight to the point and give all the information you want your audience to have within the chosen time frame.
Write for your buyer persona
In the course of writing your script always keep in mind that your animated corporate video is meant to convince your audience to buy your product or service. The best way to achieve this is to show them you understand their problem and sympathize with them. Find the right tone and make them understand you can really help them. You want to avoid producing a video that talks about your brands features the entire time and overlooks your buyer persona’s problem. This may cost you a lot of conversion opportunities.
In other words, make your buyer persona and the solution you provide for them the focus of your animated corporate video.
It is the association between the solution you provide and your brand that will convince them to complete your sales funnel.
Call your audience to take action
Make clear what you want your audience to do after watching your video. This could be: purchasing your product, downloading your app, sharing or following your company on social media… …
Whatsoever you desire, your call-to-action must be really clear and direct.
Avoid making multiple calls-to-action in the same video, that doesn’t increase your conversion rate. On the contrary, they will dilute your efforts and/or make them have a no effect at all. Make one that is straightforward and clear.
However, in case your marketing strategy requires different calls-to-action, it will better to make different videos, each expressing a different call-to-action.
“Great marketing starts with great stories. Be unique, inspire, and connect.” – @MarketingProfs
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