Getting the script right is one of the toughest parts of creating an explainer video. You might know your product inside and out, but translating that knowledge into a script that’s clear, engaging, and drives action is challenging. This is where David Pascaru, founder and producer at Purely Imagined, comes in. With over eight years of experience crafting scripts that turn complex concepts into compelling narratives, David has guided many companies through the process, helping them create scripts to achieve their goals. We spoke with David to dig into his approach to writing and the strategies that have made Purely Imagined a go-to resource for businesses looking to create explainer videos.
How do you start writing a script?
David: Focus on the big message. Think about the main point you want to get across—what's the most important thing your audience should take away? You can build the rest of the script around it, making sure everything ties back to that central idea. We find that opening with the problem being solved is a great starting point. The people who need the product or service understand immediately, and then the rest of the video reinforces it with how and why.
What should I include in the middle part of the script?
David: The middle of the script is where you dive into the details—beneficial outcomes for users, how your product works, and what makes it stand out. Focus on topics that resonate most with your audience, and keep the information concise to maintain their interest.
How do I end the video?
David: The ending should be clear and direct, guiding the viewer on what to do next. Whether it’s visiting your website, signing up for a demo, or making a purchase, make sure the call to action is easy to follow.
How long should my script be?
David: Aim for a script that keeps the video between 60-90 seconds or around 140-150 words. This is usually enough time to cover the essentials without losing the audience’s attention. It’s better to be brief and impactful than to risk dragging things out. If you’re having trouble narrowing down the copy, consider your audience. Are there terms or explanations in the script that don’t need to be there? Does it go into too much detail in certain areas?
How can I make the script easy to understand?
David: Use plain language and keep it simple. Avoid jargon or overly technical terms that might confuse the viewer. The goal is to make the content accessible to your ideal customer.
What’s the best way to make the video interesting?
David: Keep it engaging by using a conversational tone and relatable examples. The more the audience can see themselves in the scenarios you present, the more likely they are to stay interested and engaged.
Do I need to write down everything that will be shown in the video?
David: When we receive pre-written scripts from clients, it’s always helpful when they include notes about what they might like to see on screen, even if it’s just a rough outline. This ensures that the visuals support the script and help convey your message more effectively.
How do I make sure the video matches my brand or company style?
David: Consistency in tone and style will make the video feel like a natural extension of your brand. Review other marketing materials you have available to ensure that the script reflects your brand’s voice, whether it’s formal, friendly, or innovative.
How do I know if the script is good?
David: A good script should feel natural when read aloud. Get feedback from someone unfamiliar with the product—they’ll give you a sense of whether it’s easy to follow. Have the script read back to you by someone else so you can think about the flow. When you work with our team, we’ll go over your script and suggest feedback based on our own experience.
Ready to turn your script into an explainer video?
Contact us at Purely Imagined. As David mentioned, we specialize in explainer videos. We create 2D and 3D videos to help brands connect with customers and investors. We work with clients across different industries, including CPG, Software, and Manufacturing. We can work with pre-written scripts or handle the entire process from start to finish on our end, getting your approval along the way. Reach out to our team today to get started.
Comments