Speaker 1: In this video, I want to show you a couple of concrete examples of script writing for explainer videos. Six cases in total, written with three different script templates. The Fish, The Better World and the USPUC. After you've watched this video, it's going to be crystal clear for you how to approach the first step of the creation of an explainer video, the script. And if you want to learn more about this from me, there's a direct link to the full course, Strong Scripts, below this video. Let's write some scripts. Welcome to Module 3. In this module, we'll start writing scripts. Three different ones, one with The Fish, one with The Better World and one with the USPUC structure. In this lesson, we will write a script using The Fish structure. Ready for the step-by-step part of this course? Great. Let's dive into concrete scripts for imaginary videos. Nonetheless, the script structures are very real and tested on professional cases. I've made some examples for different industries, so you can relate to one of the examples below. Let's first start with The Fish in an e-learning context. We imagine that this is an introduction to DISC, a framework for assessing personality profiles in a team or organization. The script is supposed to introduce the framework, provide a few different examples, and then round off with a call to action to go to the next chapter. DISC is a tool we use to discuss our colleagues' behavioral differences. Each letter, D-I-S-C, represents a personality type, and knowing who's what will make us work better together. Here's Doug. He just answered a DISC questionnaire and got the result of being a D. D stands for dominance, and Doug agrees that he matches the D behaviors of accepting challenges, trying to see the big picture, and maybe being a bit blunt sometimes. His colleague Ines also took the DISC test and found out that she's more of an I type. Ines knew that she values influence, relationships, and openness, but she didn't know that DISC could put a label on it. Interesting. As more and more colleagues answer the questions, they see how their team is distributed across the DISC. It becomes very clear that we're all different, think differently, and understand the same messages in very different ways. It's actually fun to use the categories and letters to become more self-aware. A lot of the descriptions ring true and open up for good discussions on conflict management, leadership style, and teamwork. Now that you know about the basic purpose of DISC, you're ready to go to the next chapter of this training, where we dive into each of the DISC letters. See you in the next lesson. As you can see, this script has a very clear intro, a story that fills up the most of the video, and rounds off with a call to action. Now let's write a script using the FISH template, but where the content is a marketing video. Let's imagine that we have a business that does accounting, but not in the old way. This accounting firm is founded by young people straight out of college, and they want that to be very apparent in the video. First, there's the intro. Young Accountants is an accounting business with a fresh take on modern accounting. We use the newest technologies, the latest research, and the brightest mind to dust off the old reputation of accountants. Then it moves on to the story. It all started with our founder, Michael, who got an internship at one of Manhattan's most prestigious accountants. In the 12 months Michael worked there, he learned the ropes, got to know the people, and had a realization that was going to be the beginning of his entrepreneurial journey. Michael had seen how this highly successful accounting office managed to make good money, even though they were falling behind the latest trends in the industry. The use of modern technology was lacking, communication with clients was slow, and the wish to innovate own practices was totally absent. Michael knew in his heart that he could offer these clients something else. After six months, Young Consultants was born, with a team of well-educated young accountants ready with the best tools to deliver on your accounting needs in a whole new way. And then it rounds off with a call to action. Visit us online at youngaccountants.com to learn more about how we can streamline your money matters. In these examples, it's clear how the fish is used to create a three-piece script, with an intro, a story, and a call to action. You can use these examples to create your own script, where you swiftly introduce the context, then you create a story that exemplifies the intro, and then you round it off with a wrap-up or a call to action that tells the viewer what to do next. The next step-by-step guide in this course is for the Better World Script Structure, and we're going to look into this in the next lesson. Now we'll take a look at some examples of how you can write a strong script using the Better World Structure of a before and after a product or service has been introduced. First, we'll write a script with the Better World Structure in the world of e-learning. Imagine we are going to introduce a new management framework called OKRs. It's a real framework widely used in startups and larger corporations, and all these companies have gone through a phase where persuasion was needed among the staff in order to buy in on this new world. In our beloved company, we've grown a lot over the past year. Growth is amazing, but with growth comes increasing complexity. We've seen projects go slower than they used to, people express a confusion about which way to run, and sadly, we've seen a record high number of good colleagues leaving us this past year. We want to keep growing, but we need to do it in the right way. And this is where the turning point comes in where we switch from the sad world to the better world. Therefore, we're introducing a new framework for our company called OKRs. OKRs is going to be our new and improved way to keep projects on track, create a clear sense of direction for all teams, and make sure we build a sound company going forward. OKRs is developed by Google and tested by thousands of startups. It's the perfect fit for our company size and stage. Over the next couple of weeks, we're going to host workshops on OKRs, and we really hope you'll bring a lot of energy and positivity to these sessions. See you there. This kind of script could also include a stronger call to action at the end, but as this is more internally directed, I chose just to leave it with, see you there. If we were marketing a product or a business, we would probably finish with a stronger call to action, as I'll show in the next example. Let's try to write a the better world script in the world of marketing. Imagine we are selling an air purifier that cleans the indoors of private homes. This is a product that would obviously benefit from the better world structure, as there can be said to be a clear before and after the product has been installed. Let's dive in. First the sad world. Are you living in an apartment in the city? Living in the city often means lots of pollution in the air. You and your kids probably don't notice it, but bad air causes headache, cough and low energy levels. And it's probably not going to help much to open a window when the air outside is as polluted as inside. Is there any way we can clean the air inside our homes? Then we switch to the better world. Yes, with the AirPURI 2000 you can filter your air through active chemicals that remove particles and release mountain quality air out into your home. Within a few days you and your family will experience an overall better health with more energy for spending quality time together. AirPURI 2000 comes with 5 filters and the filters last for months before they need changing, which is easy and safe to do for anyone. Learn more about air quality on airpuri.com. You can also see how we focus on the benefits first in the better world part and then focus on the features with 5 filters in the latter part. We also try to address some of the inner dialogue that these customers might have, like is it safe and easy to use for anyone. We've almost overdone it here for the educational aspect of it, but surely it has a very clear distinction between what was reality before and after the air purifier entered the lives of this family. Use this structure with a small call to action at the end if you sell a product that relieves a pain, solves a problem or delights the customer in some way. Most often you do and then the better world is a really good way to structure your script. In the next lesson, we'll take a closer look at the last of the three structures, the USP Uzi. Let's dive right in. Now it's time to deliver some value and fast. For e-learners, business owners or marketeers, this can be a very valuable skill, especially if you are directing your content to someone in need of very concrete reasons to research, consider or use something you are trying to get across. As in the other examples, I'll create a few cases that point in the direction of e-learning within larger corporations and some that point towards marketing context in smaller companies. Let's start with a USP Uzi script in the world of e-learning. Imagine that your job is to communicate a major product release within the organization. You really need your colleagues to buy in on this new product and you need to convince them that this new product release is good for them and that it will make their job easier. Notice how the USPs come flying in. Acme Corp just released a new pipeline management system for the salespeople and these are some of the highlights of the product. The new pipeline allows you to handle all your customer leads in one view with a dashboard showing order sizes, contact information and total revenue for the month. Instead of logging your progress with each customer in Excel, you can now drag and drop deals back and forth in a visual overview of the sales funnel. And as an extra feature that finance will love, you can filter all deals using a number of parameters, then export the data as CSV files. With the new pipeline, you are able to work faster and smarter, ultimately spending less time on administration and more time on delivering value to our customers. The new pipeline system is live and found in the same location as the old. Jump into your new dashboard and take a look around today. This is a very straight-to-the-point script where stories, context and before-after worlds are less important. What's important here is fast delivery of main points to an audience that might be busy and just needs to know the most essential things like is it better? How does it work? And where do I find it? Go back to the lesson on customers in a dialogue if you want to know how to figure out what these questions are. Having been the chief product officer in a 40 people company, I know how much we wanted to say about the product and how little time, for example, the sales department could lend us. So our solution was to create smaller, faster, more condensed videos with product updates that the salespeople could watch whenever they had time. Now let's turn our attention to a USP-UC script that relates more to direct marketing. Many clients back in the video agency days liked this format and we would respect their way of communicating as we'd expect they have a lot of experience from the industry. Sometimes you just have to say it as it is. No stories, no fluff. Just cold bullets of unique selling points, please. Let's use a real-life example here, Dynamic Template. These guys sold software to lawyers and public institutions that had a high need for concrete and exact documents with the right text and everything needed to be just on point with no room for mistakes.

Speaker 2: Dynamic Template makes it easy for every staff member to draft and produce documents from standard engagement letters to advanced individualized contracts. With easy access to updated templates and approved content, document creation can be highly optimized when everyone is following the latest company standards. All tools are available through a familiar and intuitive interface in Microsoft Word. Automatic document creation is easy to set up via a rules engine with no programming skills needed. Dynamic Template also makes sure that all visual guidelines are followed and will automatically pull and insert content. This helps your staff to create complex content quickly just by answering a few simple questions. Dynamic Template integrates with most document management, case management and CRM systems, providing integrated access to all client and case data needed. By using standard content from Outlook, your staff can quickly generate new emails and send out their professional documents, freeing up precious time for more strategic work. Contact us for a free presentation of Dynamic Template today.

Speaker 1: Wow, the USPs are plentiful, but I still think it's a good script. Think of the target group, lawyers who value consistency, order and structure. They don't need a story about John, who's a sad lawyer. No, they need to quickly hear what this piece of content can do, how it integrates and why it's so good compared to their current setup. This USP Uzi Template script shoots away with a lot of unique selling points, but they all point in the same direction. They're all aligned and they all revolve around the Dynamic Template tool. So in this sense, it doesn't come off as untrustworthy. It all kind of backs each other up and points in one direction. And this is very important to keep the USPs aligned, pointing in the same direction and keeping them simple. If you want to refresh your knowledge on simplicity, go to the lesson on the ASAP principle. This is the end of the step-by-step module. I hope that these concrete examples made the script templates come to life, first of all, but also that the lessons on content make more sense now. That you can see how the concepts around aha moments, ASAP principles, benefits versus features, visual thinking and the customer's inner dialogue is all baked into the scripts. Now we'll head over and take a look at the stakeholders most often involved in your video production process. See you in the next module.