Fix Your Script 7: The Technical Manual Script

If your explainer video sounds like a user manual, you’ve got some explaining to do.

This happens when the script is written by someone who knows the product too well.

So the video starts unpacking everything.

The architecture.
The terminology.
The edge cases.
The related features.

Before long the viewer is drowning in details they didn’t come for.

An explainer video isn’t supposed to document the entire system.

It’s supposed to explain the thing the viewer came to understand.

Step by step.

In plain language.

Without dragging them through every technical detail along the way.

So make sure your explainer video explains what your explainer video was meant to explain.

Because most manuals make better kitty litter box liners than reading material.

POV 1

Who says your CTA has to go at the end?

Researchers have found that people dramatically underestimate how often others will say yes when asked for something.

The key factor isn’t clever persuasion techniques.

It’s simply making a clear request and then giving a reason.

But nearly all marketing videos do the opposite.

They start with the reasons and end with the request.

But that’s not how people ask for anything in real life.

In real life you ask.

Then you give a reason.

Then you ask again.

“Can you help me move this weekend?
My truck is in the shop and I can’t do it alone.
So can you give me a hand?”

Maybe marketing videos should work the same way.

What do you think?

Fix Your Script 6: The Unnecessarily Funny Script

If your script is trying too hard to be funny, the joke’s on you.

This usually happens when someone decides humour will make the ad more engaging.

So the script starts chasing laughs instead of making a point.

The problem is the viewer remembers the joke but forgets the product.

Or worse, the joke falls flat and now the brand is the punchline.

So if you’re going to use humour in your ads, make sure the laughs make the message memorable.

Because if the joke is the point of your ad, your ad is a joke.

Fix Your Script 5: The Copycat Script

If your script is copying a competitor’s ad, don’t expect it to work for you.

This happens when a team sees an ad and thinks, “That ad seems to work, so let’s just do that.”

Same style, same tone, same language, same format, sometimes even the same actor.

But now the viewer is seeing the same ad twice.

At best it’s boring.

At worst it’s confusing, because the viewer may assume they’re just seeing another ad from the same company.

It also assumes the ad you’re copying is something people actually like.

If viewers hate the original, they’ll probably hate your version too.

So instead of copying someone else, try saying something unique and making something original.

After all, museums don’t hang photocopies on their walls.

Fix Your Script 4: The Feature Dump Script

If your script is just a list of features, don’t expect anyone to care.

This usually happens when the team assumes the details will do the selling.

But features don’t mean anything on their own.

They only matter if the script connects features to real problems the viewer has and results they actually want.

So stop listing what the thing does and start showing what the thing can actually do for the viewer.

Fix Your Script 3: The Marketing Copy Script

If your script sounds like marketing copy, it’s not going to work well on camera.

This usually happens when the script is pulled from a website, a deck, or something that’s already been scrutinized and sanitized by way too many people.

It might be “approved language” but it doesn’t sound the way anyone actually talks.

Viewers don’t want to be hit with slogans, buzzwords, or marketing speak.

They want to be talked to like people.

So write your script like you’re talking to your grandmother.

If it wouldn’t come out of your mouth naturally, it doesn’t belong in a video script.

Fix Your Script 2: The Polite Intro Script

If your script starts by introducing yourself or the company, you’re wasting the most valuable part of your video.

This usually happens because it feels natural and professional to say who you are first.

But the viewer didn’t press play to learn about you.

They pressed play to get help with their problem.

And the longer it takes to get there, the more likely they are to scroll away.

So lead with the problem the viewer has and earn the right to introduce yourself later.

Fix Your Script 1: The Everything Script

If your script is trying to explain everything, it’s effectively explaining nothing.

This usually happens when too many stakeholders want their thing included so the script turns into a greatest hits list.

Viewers have a problem and the video is your way of letting them know about your solution.

Everything else is just standing in the way between you and a satisfied customer.

So decide what the script is actually for and cut everything that isn’t helping it do that.

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