By Heather McKibbon on December 5, 2013

Originally posted on Tweak Your Biz, Andrew Angus discusses 6 key tips to ensure your explainer video script is a 10! Check it out :

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When working on your first explainer video, you might be focused on the look, style, and attitude of the animated video. Should the characters be male or female? Do we want to try a whiteboard animation style or stick with cute cartoon characters? You’re wondering, “What will do the most to convert visitors?”

Creating an explainer video is one of the best ways to tell you company’s story online. But without a great script, one that captures the attention of your audience and speaks directly to them, your video will be nothing more than an entertaining 90-second clip. You need to find the words to make your video truly work for your business.

The Words Matter

The script is where the story is told. It’s where pain points are emphasized, solutions are presented, and the direction for the video is provided. These six tips can help you write a script that will ultimately meet your goals.

# 1. Identify success

Start by identifying what you’re trying to accomplish with the video. Goals establish the right tone and theme for the video. To do this, we use a standard survey with clients to help discover, design, and deliver their value proposition.

Know exactly where the video will appear (homepage, landing page, social media, etc.) and how visitors will view it. Use this as your steering mechanism throughout the entire video production process.

# 2. Determine the audience

If you can identify your target audience, you can identify what content to use and how to present it. If the video is intended for investors, it will have one message. But if it’s intended for customers, it will carry another. If you have a specific, targeted purpose for the video, you’ll need to narrow your messaging to reach a smaller audience. Ultimately, you’ll have to decide whether you’re trying to reach a smaller audience in a more effective way or a larger audience in a more general way.

# 3. Don’t focus on facts and figures

Explainer videos are not the time to be fact-heavy; the viewer’s eyes will glaze over. Instead, the video should present a value proposition. This is the difference your product will make in the viewer’s life. If facts are a must, use an interesting analogy or infographic, and keep it short.

Also, numbers and product functionality change over time. Creating videos that focus on benefits and solutions is not only better for the viewer, but it also extends the shelf life of your video by keeping the message on a higher level.

Read the full post on Tweak Your Biz, and click here.

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