Skip to main content

Business Animation: Your Terrible Script, How to Make It Better

I can't begin to describe how hard it is to work on a business explainer animation that has a terrible script. The script that the client wrote so they don't have to pay me to write it properly, with fewer words and an easier to understand structure.

It's especially difficult when the person creating the explainer video (i.e. me) doesn't understand the product from reading the client's script, even after asking the client questions. You'd think that would send alarm bells ringing for the client that maybe their script just doesn't do the job.

If you do happen to be writing an explainer script for your product or service then it pays to follow a tried and tested structure which is as follows:

1. Define the problem your product or service solves.
2. Introduce your product or service as 'the solution'.
3. Describe how your product or service solves the problem and why it's the best solution.
4. Summarize your product or service and what it does.
5. Call to action - e.g. 'Contact us', 'Visit our website' etc.

Often when I'm writing a script for a client I'll use the points above as headings to help make sure I maintain that structure. From there, the goal is to fill out each section using as few words as possible whilst still getting your message across.

The largest section will be point 3, the rest you should be able to manage with two or three sentences at the very most. Remember, shorter is usually better.

Need an example? Let's look at my own promotional video for my animation4business site...



My video starts by defining the problem in just 16 seconds: You need an animated video but it's hard to get quotes because other studios don't advertise their prices, are expensive and probably beyond your budget.

Next I offer my animation service as the solution and give you my starting price right there in the video in just 11 seconds.

For the next 47 seconds I describe my animation service and tell you all the essential features and benefits including some additional fees you might encounter if your video needs to be longer or requires custom elements.

Then I spend 24 seconds summarizing what I've just explained and throw in a few smaller details to add some extra credibility - like my experience with using GoAnimate as the third most fanned user of all time.

Finally, the last 10 seconds asks the viewer to either email me or visit my website.

Notice just how much information I managed to squeeze in to my animation and I still managed to keep it 8 seconds under two minutes.

This structure is not the only way to construct an explainer video but if you've never written one before it's a good starting point for keeping your thoughts focused and your video content organised.

If you have already written a script you can use the points above as a check list to see if you've covered all the essential components in a logical order. If you haven't then consider a rewrite using this structure and your script may be all the better for it.

At least you won't be submitting a terrible script for me to decipher if you decide to use my services.


Comments

Popular posts from this blog

Inochi2D - Free Open Source 2D VTuber Avatar Rigging and Puppeteering Software (Part 1)

Inochi2D Creator - Free Open Source VTuber Software. If you've been looking for a way to live perform as a 2D cartoon avatar on camera, whether it be for a live stream or for pre-recorded content like educational videos, then VTuber software is a low cost (or even no cost) option worth looking into. In my previous post, How to Become a VTuber - 2D and 3D Software for Creating and Controlling Your Avatar , I took a brief look at the relatively new but completely free and open source Inochi2D  which I thought showed great potential for my own needs of creating a live performance character rig for my own TET Avatar that I use for all my promotional materials. While it is possible to live perform my character using Cartoon Animator itself, Reallusion's MotionLive2D capture system isn't great - with lip sync in particular. More importantly though, I can't exactly teach people how to use Cartoon Animator if I'm using Cartoon Animator to control my Avatar. What is Inochi2D

2D Animation Side Hustle - How to Package, Upload, Optimize, Price, and Promote Your Content in the Reallusion 2D Marketplace

T his is the final post in my four part, 2D Animation Side Hustle series on Selling in the Reallusion 2D Marketplace. I'll look at how to package up your content and upload it to the Marketplace, how to optimize your listings, price, and how to sell through your store backend as well as off site through social media and other channels. If you haven't read previous articles in the series click these links for Part 1 - Can You Make Real Money , Part 2 - Finding Niches , and Part 3 - What to Sell . Before getting started you'll need to register as a Content Developer in order to see the backend of your store on the Reallusion Marketplace . Packaging Content and Uploading to the Marketplace Since the release of Cartoon Animator 5 the software has a built in Package Manager that makes it easy to assemble and upload your Content to the Marketplace. Reallusion has a comprehensive, official video (embeded below) that quickly explains the entire process in less than seven minutes. 

Moho 14 Released - Still the Best 2D Animation Software for Indy Animators on a Budget

Moho 14 Released. Regular readers know I am a Reallusion, Cartoon Animator advocate through and through. Hands down I would recommend Cartoon Animator 5 first over Lost Marble's Moho 14 to anyone who is just starting in 2D animation, is a team of one, or just needs to animate as quickly as possible. However, feature for feature, Moho is, arguably, the best 2D animation software for the rest of us who can't justify a Toon Boom Harmony , or Adobe Creative Cloud subscription (and even with their applications Moho is very competitive on features). You can get started with Moho Debut for just USD$59.99 which is a cut down version of Moho Pro but it still has the most essential features needed for 2D animation. While Moho Pro is a whopping USD$399.99 (Cartoon Animator, which only has one version, is just USD$149.00) upgrades to new version numbers come down to a quarter of the price at USD$99.00. Even though Reallusion just released features like Motion Pilot Puppet Animation and

Wonder Unit Storyboarder - Free Storyboarding Software for People Who Can (or Can't) Draw

Wonder Unit Storyboarder.  As an independent and solo animator I'm always tempted to try and skip storyboarding my animated shorts because they're usually only single scene sketch comedy type jokes. As a result I have many unfinished projects that kind of petered out due to having no clear finishing line. Storyboarding your productions, no matter how small, gives you a step by step guide of every shot that needs to be completed (no planning shots as you animate). It also allows you to create an animatic that gives you a rough preview of the finished production. In short, you shouldn't skip storyboards as they, generally, increase the chance of the project being completed. Disclaimer - I'm Not a Fan of Storyboarder Upfront, Wonder Unit's Storyboarder  is not my preferred storyboarding software. However it's completely free, has a number of very compelling featu

The Ultimate Independent Animator's App and Resource List 2019-2023 - Animation and Video Life

Image created with Cartoon Animator 4. Being an independent animator is not like a studio animation job. There's so much more to do that is indirectly related to the actual task of animating. Over the years I've sought out many apps, tools, and services that can help me achieve that one single task, expressing myself through animation. Below is my Ultimate Independent Animator's Resource List for 2019-2022. It started out as a list of free or low cost apps that could help you in every stage of producing either 2D or 3D animation, and then just kind of grew from there. You may not have been looking for a Time Management App as much as you needed something to get you started in 3D animation but when those commissioned projects start coming in you'll have a head start on maximizing your time. All the apps and services on this list had to meet two main criteria: They had to be useful and relevant to an Indy Animator/artist. The base app/service had to be US$

Prome AI Sketch Render Tool - Your Tradigital Clean Up and Colorist Artist for Character and Background Design

Random character head, Biro sketches drawn by TET (left). Render by PromeAI (right) using Prome's Sketch Render tool set to 'Comon:Cartoon, Render Mode: Outline'. W hile I don't do New Year Resolutions, one of my plans for the year ahead is to do more of my own art. Specifically character design drawn in an actual, physical sketchbook.  To that end, I have been spending the last half hour of most days drawing a page or two of random biro sketches in my sketchbook and posting the pages to my Instagram account  (this link will take you to one of my posts). These sketches are mostly practicing my skills because I don't really draw regularly anymore. Here is a tip, if you do this kind of sketching, and push yourself to keep doing it, you will see many drawings that could be taken further, even if you don't have anything they're suited for just at the moment. Which is where my second favorite AI Image Tool (after Leonardo.ai )  PromeAI comes into play. PromeAI

Start Your 2D Animation Side Hustle - Sell Your Cartoon Animator Characters, Props, Scenes, and Motion Files in the Reallusion 2D/3D Marketplace

Have you thought about starting a side hustle selling your original Cartoon Animator assets in the Reallusion 2D/3D Marketplace ? In this article, the first in a series on selling in the marketplace, I'll give you an overview of what's involved, why you should give it some thought, and whether you can earn enough to quit your day job (or at least have a worthwhile side hustle). If you're an artist with any kind of drawing skills, and you're creating your own original characters, props, scenes, and even motion files for your Cartoon Animator projects, then setting up your own store in the Reallusion Marketplace should be a no brainer. You're making content already, it doesn't cost you anything to set up, and Reallusion only takes a 30% commission from each item sold. (If you think that's a lot, I'll address that further down). Don't be put off if you think your art skills aren't up to professional standards. There are plenty of artists with naïve