Why no-one wants to write a script - it's harder than it looks.
So, as it turns out, the script is where you should start. Even if you're outsourcing the production to an agency, the script is yours. It's your chance to get your message across in your way - which is very important.
It's strange that you see quite average looking videos (in terms of technical production) that create very compelling and often viral explainers - because the message resonates with the audience perfectly. Often, it's the script and the voiceover (we'll cover that later) which makes the difference.
So, here I am armed with this knowledge and a story to tell - but where the hell to I start in writing a script? In my own style, I try to break it down as to the anatomy of an explainer script, guided by various resources I found online, including this neat little article by Video Brewery and Brad Chmielewski's "Four Questions To Ask When Writing An Explainer Video Script"
Here's what I came up with:
Total - 2 minutes (or as close to as feasible, 1:30 if possible)
[SECTION 1 = Identify Problem]
[SCENE A - dramatic opener, macro scale problem]
[SCENE B - reinforce problem with impact on society]
[SCENE C - relate financially - macro (economy) to micro (individual) scale]
[SCENE D - reinforce and relate to individual through examples]
[SECTION 2 = Present Solution]
[SCENE A - Present Product / Brand Name]
[SCENE B - build credibility of technology / principles]
[SCENE C - overview of what it does]
[SCENE D - benefits]
[SCENE E - reinforce ease of use / low cost]
[SCENE F - close and refer call to action]
So, I used Google docs to write the script, so I could add to it, edit it wherever I was and had a moment of inspiration or reflection. I could also easily send access to other people (and continue to do so now) to get thoughts and opinions.
I marked up the script with some labels to denote sections, scenes and formatted text to a key of my design to denote some guidance for the voiceover recording stage.