The script is probably the most important part of your video. I almost split my time evenly with time spent writing a script and doing the animation. That’s how important a part of the process I think it is.
The first step to writing an effective script is a clear understanding of the audience for the product or service. Who needs to understand it and who will be viewing it? When writing scripts for explainer or demo videos the audience is either the customer, another business or an investor. The story you’ll tell is different for each one of these groups but how you go about writing it is universal. Remember that the best scripts are targeted to the people that will be watching them and how their life can can be changed by using or investing in the product or service you are explaining.
Start off by asking, who is the target audience? There are four main questions I ask in regards to the target audience.
Are they male or female? The sex of the audience is important but I try to make sure many of the projects I work on can appeal to both audiences. Of course, if you’re pitching a makeup product or pregnancy tool you’re not going to want to show a bunch of guys playing football.
How old is the target audience? What you show and some jokes you might write into your script might be age specific. Don’t reference Justin Bieber if your target audience is 65.
Where do they live? Is this product or service for people that live in the city or are they a bunch of beach bums hanging out on a desert island?
Average Income? I often run into this when working on videos that are for younger audiences. They are looking for a deal, they want to save money. Every dollar counts when you are in college or still early on in your career path.
You might need to add more questions to really get into your audience’s psyche and it doesn’t hurt to ask!