The 4 Success Keys to a Video Script

Your Video Script will make or break your animated content. If the Script does not engage your potential customers, your video will fail to meet its goals, no matter how impressive it looks. The following are 4 essential conditions that must be met if you want your message to spread appropriately.

1. Know what your audience are thinking

In the 1930s, marketing legend Robert Collier borrowed the phrase ‘enter the conversation in your prospect’s head’.

Do you already have a picture of what your ideal customer wants, needs, fears, and worries about?

What are they thinking about while shopping? What keeps them awake at night? What do they (or their partner) desire most? What issue are they struggling to solve? What’s the vocabulary that they’re using when they think about problems?

As soon as you have a sense of what your ideal customer is thinking, it will be much easier to build your Whiteboard Video Script to meet their needs and concerns so they’ll be thinking: ‘Hey, this is just what I’ve been looking for!’ A strong Explainer Script shows empathy with their situation and leads them naturally to your solution.

2. Problem Before Solution (unless you’re already a household name)

Your audience needs to relate to your why for getting there first before they will want to buy from you. Start by highlighting the problem that your service or product solves. The first 10 seconds of your video are crucial because if the viewer cannot relate to what is being stated, they will end up leaving.

This is especially important if your business isn’t a household name yet. Dropbox’s first Whiteboard Explainer Video in 2009 started by addressing common problems of not having access to all that you need, then bridged the gap to the benefits of keeping files online. Their second one launched in 2015 started differently: ‘Dropbox is the place for all your stuff,’ leveraging brand trust already had with over 100 million users. The script worked because the video showed the pain before the fix.

3. Engage, Educate, Entertain

These are the three ingredients of any good Explainer Video script. First, engage your prospect customer by speaking to them directly and fulfilling their needs. Second, educate through story or plain, fast explanation of why your product or service is the perfect fit. Third, entertain with humour, comedy sketches, or creative Whiteboard drawings unless your message is extremely serious.

If your video script is flat, the viewer will not take action. But when your Whiteboard Explainer Video is written with the right script, it will grab attention, teach, and delight. This is why scriptwriting is the heart of effective video content.

4. Compelling Call to Action

At the conclusion of your Whiteboard Video, tell the viewer what to do next. The greater the value to them, the more likely they will do something. Are you offering a free consultation, trial, report, or internet survey that will aid them in discovering the perfect solution? Pointing them to your website is okay, but you’ll get more leads if there is real value in it. An Explainer Video script that ends with a clear next step can double or even triple response rates.

At Cartoon Media, our professional scriptwriters incorporate all of the above and beyond into your Video Scripts. Our Whiteboard Explainer Videos are made to engage, educate, entertain, and drive action. A well-crafted script transforms attention into sales.