The script is the most important part of the explainer video production process for good reason. You can have all the beautiful design elements you want, captivating animation, and a great soundtrack, but if your script doesn’t clearly explain what it needs to convey and engage the viewer, your explainer won’t work.

Here is a typical explainer video script that you may have heard:

Meet Jim. He does this job.

His life sucks because of these problems.

But now there is this amazing product/service!

He solves all of Jim’s problems in this innovative way and also does other amazing things that Jim never even dreamed of. It can also improve your life.

Go to amazingproduct.com and sign up now.

Amazing product. There is no better product.

Now of course this simplified version of a user case scenario may sound a bit tired, and we’re not suggesting that all explainers should sound the same, but it covers all the basics and allows us the opportunity to examine the key elements of an explanatory script.

Let’s break it down and take a closer look:

The introduction

Meet Jim. He does this job.

His life sucks because of these problems.

Right off the bat, the viewer is presented with a situation that we hope they can relate to: she has that problem too! And she can’t wait to find out how to fix it.

The danger here is that there are often a lot of problems, so it’s easy to linger here too long, talking and talking about all the pitfalls of the current way things are done. That is not necessary. State the problem and move on to the solution as soon as you can. And don’t go crazy in your description of the problem! Some products just make life easier – the world was changing long before your new pineapple peeler hit the market…

your product

But now there is this amazing product/service!

He solves all of Jim’s problems in this innovative way and also does other amazing things that Jim never even dreamed of. It can also improve your life.

Now tell the world what you got. Introduce the product or service, describe how it solves the problem, some of the key features and benefits, and try to stimulate the viewer’s imagination on how they might use it. This is what they call your USP: your Unique Selling Proposition that will offer a unique or differentiated solution to your pain point. Now you’re relatable AND likeable.

call to action

Always, always have a call to action. A web address, a social media handle, anything, as long as it sends the viewer somewhere once it has their attention. It doesn’t make sense to identify with them, offer a solution and then… walk away. Give them what they need to take the next step in using your product or service: a way to get in touch.

And be brief! If you can say it in 1 minute, why use 2?

As long as you keep your script entertaining, engaging, and memorable, and give the viewer a way to accept your offer, your explainer video will help you convert a lead into a loyal customer by 90%.