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The Anatomy of a Persuasive Video

You’ve got a message you want to get out to the world; you’ve been working tirelessly to get it just right, and you’re finally feeling like you’re ready to share it, to watch interest levels expand, and, just maybe, to see revenue for your business pour in.

You’ve heard that transforming your excessively dry, old PowerPoint presentation into an explainer animation is a perfect way to put the spark back into your message and get your audience engaged—and you’re right—it is! The truth is, whether you’ve got a product or a service to sell, or you’re in HR ready to announce the rollout of some overhauled company policies, presenting your message in the form of a video is an easily accessible, relevant and smart way to capture and hold your audience’s attention.

But where do you begin? While the process isn’t as simple as sticking your presentation material into a video script template, it is fairly straightforward. Here at Next Day Animations, we use a tried-and-true formula that’s worked incredibly well for us time and again.

Here’s a rundown of exactly what to do in order to create a compelling script that’ll engage your audience and keep them interested right through to the end.

Start with a hook.

A catchy phrase or a poignant question is the perfect way to pique your viewers’ interest.

Describe the problem.

Put yourself in their shoes, and relate to them by describing the problem they’re up against.

Talk about cause & effect.

Once you’ve pinpointed your viewers’ problem, get into the emotions that come about as a result.

Transition.

This is the point at which you get to suggest that perhaps there’s a different way – an option that’ll make their lives better.

Introduce the solution.

There is a better way, and this is your chance to tell your audience what it is.

Talk it out.

Describe what it’s for, how it works and what it’ll do.

Bring emotion back.

Now’s the time to tell your viewers exactly the ways in which your solution will improve their lives.

Get quippy.

Write a clever closing that ties up your message and makes your audience feel understood and uplifted.

Call them to action.

This is where you tell your audience exactly how to get in touch: to visit your website, to call, share, or buy now.

Finish up.

End your explainer animation with your organization’s name, logo and tagline if applicable.

That’s it! It’s not brain surgery, but it actually is brain science!

When it comes down to it, the most important things you can do when putting together a persuasive video are to identify the market you want to reach, to be authentic and to get right to the point. Get rid of the marketing fluff, present your offer and its benefits clearly, and let your audience know right off the bat exactly what’s in it for them. Without doing these things, you risk watching your viewers’ attention spans dwindle away.

So meet them where they are, show them why they should care, and tell them exactly why you stand out among the rest. Don’t be afraid to use humor, dare yourself to move away from dry, stuffy language, and watch engagement levels soar!

Need some help getting your next project started? We’ve got the skills, the experience and the drive to streamline your message and turn it into a vibrant animation that’ll have your viewers hooked until the very last second. We’d love to hear from you!

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