By Katie Anderson, Lead Scriptwriter at Consensus, @KMussman
Most people think that the video portion of a software demonstration would be the part that evolves the most in our process. However, I was shocked at how much the script-writing process evolves. We have the same baseline ideas we subscribe to, but we are constantly researching and changing our process if we find something that works better.
Currently, our two favorite ways to write a script include what we call a “use case approach” or a “benefits-driven” approach. Of course, we’ve done hybrids and other types of writing, but these two are our most popular. However, sometimes clients have a hard time understanding the difference. So, we would like to set the records straight.
Use case approach
- How we define it: A script that incorporates stories and examples that help explain how the product works.
- Example sentences: “Fortunately, Alan has the x tool from Company Y. This means Alan can provide each customer with multiple payment options in ten seconds or less, so customers are happy and Alan feels confident about the deals he makes.”
- Why we love this approach: Albert Einstein once said, “If you can’t explain it simply, you don’t understand it well enough.” I take a lot of stock in this idea. Examples just seem like the most simple way to explain ideas. It probably goes back to the way that I learn best. I’m a visual learner. I need to see pictures and be able to visualize how something works to explain or understand a concept. In fact, the Social Science Research Network says that 65% of the world’s population learns visually. I think that use cases lend themselves really well to visual learners since you can actually see and understand how a product works better in an explainer video. You’re not just getting a list of items thrown at you. You can actually see how it works.
Benefits driven approach
- How we define it: A script that lists the benefits and functionality of a product.
- Example sentences: “Company X automatically goes through your contact lists and cleans them on the fly so you get up to date information and more direct phone number. This reduces the time between dials and makes sure your sales team has as many conversations as possible.”
- Why we love this approach: This approach allows our clients to pack in as much information about their product as they can into the word count. So, it can be easier for us to write more about the product and the benefits of purchasing it rather than how the product works. Of course our goal with all of our scripts is to always deliver what our clients want, but these two approaches have worked best for us. We’re always growing and changing. If you have another idea for an awesome scriptwriting approach, reach out to us on Twitter or tag us on Facebook.