Video is only as good as its script. When the script is the weakest link, people know.
Script #1: The Welcome Script
This is a very easy script to write, and it’s very effective at authentically making a product work. It’s a straightforward, warm welcome to your product. It’s also authentic in a way that a lot of scripts aren’t because it does welcome someone to your page and doesn’t hide itself as anything other than a product demonstration or pitch.
This is about executing a product correctly.
The structure is simple:
Welcome to [product name].
Now you can [benefits that the user has].
Then you can [more benefits]
Give it a try today!
Opening Line:
Welcome to _______.
Example Video:
Use cases: onboarding, introductory
Script #2: The Aspirational Script
This is a close cousin of the “welcome” script, but it invites us to paint a bigger picture.
Instead of welcoming someone to a product, we imagine the world as it should be.
We invite the viewer to paint a mental picture of something. This is good for bigger purchases that have more of an impact on our daily lives. What Larry Page calls “toothbrush” type products.
How it starts:
“Imagine a world where [benefit] happens.”
“Imagine [benefit]
Then we can invite them to keep imagining, or see it really working.
If this one is done wrong, it can seem very affected or predictable.
Our example: Communifire.
Script #3: The Editorial Script
This is a complex script. More difficult to write than you might imagine.
We are talking about how the world is, and sharing a case study.
This is hard to write, and is a style more than anything else. The structure:
[idea]
[corroboration]
[conclusion]
[action]
This is when we’re presenting something a little more complex than a straight promotional.
The following was one of our favorites:
Bonus: Archetype: What not to do?
We call this one the “2010.” Because it hasn’t been cool since then.
It’s really hard to pull off, but it’s probably the most common motion graphics script that exists.
“Meet Bill.
Bill has a problem.
Now there’s [Product].
[Product] solves bills problem.
For sure, it’s still possible to write scripts like this, and have success. It just is sometimes hard to connect with this because so many have been done, and it may seem trite. Still, it can work under the right conditions with certain products to certain markets.
In any case, we did one some time ago, and are bringing it to you now:
Before you even set out to write a script, spend a few minutes determining which archetype you want to address: the Welcome Script, the Aspirational Script, the Editorial Script, or the What Not to Do Script. Once you are clear on the angle for your script, writing the copy becomes that much easier.
If you need help writing that perfect script, we’re always here.
Did you know? We create scripts for clients – even if the client choose not to use our video production services. It’s one way that Simplifilm helps complete your Team. Work with us today – even if all you need is that perfect script.