Stop Creating Explainer Videos, You’re Doing It All Wrong!

Have you ever wanted to make an explainer video? You know, one of those animated videos that explains what your product or service does and why people ought to buy it? You see them everywhere… and companies are using them to explain what their product or service is in hopes that it will boost their conversion rate.

We use the video above on the Crazy Egg homepage, and it works so well that the video drives an extra $21,000 a month in new income.

So, why not to create one of these explainer videos for you site? If it works for Crazy Egg, Dropbox, and even hosting companies, it must work for you, right?

The reality is most explainer videos won’t boost your conversion rate or make you more money.  It isn’t because the idea sucks, but it’s because you are likely to take the wrong approach to making the video.

Here’s how you can create an explainer video that’ll convert:

Step #1: It’s all about the script, not the video

The most important part of a video is the script and not the actual video quality. Whether you have a high quality video or a mediocre one, if the script isn’t good, it won’t convert well.

Important: you don’t want the company who is creating the video to write the script. The video company doesn’t know your business like you do. They don’t know what pain points your customers are experiencing. They don’t know how to write to boost conversions.

The goal of the video is to answer all of your potential customers’ questions and concerns. If you can do that in a short video, you’ll see an increase in your conversions. If you can’t, you won’t see your sales increase.

Step #2: Here’s what you need before you can write a script

Before you start writing your script, you need to survey your readers. You can use services like Qualaroo to ask your potential customers questions such as:

  • What else would you like to see on this page?
  • What’s the number 1 reason that is stopping you from buying?
  • What’s your biggest concern about this product or service?
  • Is there anything that is confusing on this page?
  • What can we help you solve?

By getting the answers to the above questions as well as other questions you may have, you’ll get a better understanding of what’s stopping people from purchasing. It could be that they don’t understand what you do or how easy your product is to use. Knowing what all their concerns are will help you create a better script.

Step #3: How to write a script

Now that you have all of your potential customers’ objections, you can start writing your script. When you are writing it, you need to answer all of those objections, or at least the important ones. You don’t want to create a script that is longer than 2-3 minutes. If it becomes too long, you’ll start to lose people.

To explain how to write a script, I’m going to show you the order we used to create the Crazy Egg script.

  1. Introduction slide should state what your company does – the explanation of what your company does should be short and sweet. For Crazy Egg it was “The heatmap tool shows you why your visitors aren’t converting”.
  2. Explain the problem – you have to carefully articulate the problem your potential customers are experiencing. For Crazy Egg, we explained that it is hard to understand why visitors are leaving your website. We then went on to show that Google Analytics doesn’t do this because in our survey, a lot of potential customers thought Google Analytics does the same thing as Crazy Egg.
  3. Create a transition – use common phrasing that your potential customers gave you during the survey to talk about specific problems they are experiencing. Then go into why you created your product or service.
  4. Show off your features – videos are visual for a reason. Show off your product or service. When showing it off, make sure you explain how specific features solve specific problems your potential customers are experiencing. With Crazy Egg we showed that features like the heatmap gives you a visual representation of where people are clicking. We did it because our potential customers were looking for a solution like that.
  5. Tell people to sign up or buy – after you explain what your product or service does, you have to tell people to sign up or buy it. During this process, you need to answer any customer objections or concerns they have about signing up or buying. For example, with Crazy Egg, people thought it was a bit pricy. Plus, they didn’t know how easy it was to use. In the video, we told people that we offer a free trial and that they can get set up in less than 30 seconds.
  6. Answer any last objections – this is where you answer any last concerns a potential customer may have. For us, people wondered if Crazy Egg would slow down their site, if they could track secure pages or if it worked with flash sites. We answered all of the questions here. If you are not sure what questions to answer, ask your support team what your frequently asked questions are.
  7. Use proof elements to seal the deal – after you answer any last objections, make sure you tell people to sign up or buy from you, while visually showing proof elements. With Crazy Egg, we told people to sign up for our free trial, and we showed logos of the companies who use us to help build trust.

Your script won’t be perfect at first, and it will take a few revisions before you get it just right. When you are writing it, keep in mind that 120-150 words roughly translate into a minute of video. Ideally, you want to keep your video to less than 2 minutes.

Step #4: Find someone to create your voice-over

A voice-over (an audio narration of your video) for a 2-minute script shouldn’t cost you more than a few hundred dollars. I’ve found that Demo Duck and a lot of the popular explainer video companies use a professional by the name of Mike O’Brian. His rate is only a few hundred bucks.

You can use him or anyone else you like. Or if you really want to save money, you can find someone on Craig’s List to do it for free or under $50.

Step #5: Find someone to create your video

Again, you can go through a professional video company to get your explainer video created, or you can go through freelancers. Big companies typically charge $5,000 to $25,000 for a video, and they can take up to a few months to complete it.

A freelancer can typically do it within a few weeks and will charge anywhere from $500 to $2,000. I’ve found that Sean Duran is an affordable freelancer and can typically get a video done in a few weeks.

Step #6: A/B test your video

The reason I explained how you can get your video created cheaply and efficiently is because you’ll have to A/B test it to maximize your conversions. This means that you’ll continually have to spend money to tweak your video (both the audio and video files), and the last thing you want to do is go through a big company as they can easily charge you a few grand to $20,000 to continually modify it.

When you are doing A/B tests, make sure you are also tracking your video plays. Through software solutions like Wistia, you can see video engagement stats, which will help you figure out how you need to modify your video to maximize conversions.

Plus, as your product changes, you’ll need to get your video modified, and, of course, you’ll have to A/B test it again.

Conclusion

If you want to create an explainer video, you have to take the time and do all of the steps I mentioned above. If you don’t have the time, don’t waste your money creating videos then. Or if you are willing to spend a bit more to get things done, hire someone like Conversion Rate Experts, which is what we did with Crazy Egg. They didn’t create the video, but they did get to know our product, surveyed our visitors and then created our script.

When I first started creating explainer videos, I took the easy route by hiring a big company to create our video and script… I wasted tens of thousands of dollars on videos that didn’t convert well.

Remember, the most important part of an explainer video isn’t the video… it’s the script.

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Comments

  1. This point is probably the most important.

    Step #5: Find someone to create your video

    I have spoken to about 5 or so people and their prices varied hugely. Some even had the guts to charge me $30,000 for a 2 month turnaround time.

    I ended up digging the Internet a bit further and ended up finding someone who could do it for $900 at 2 minutes, with a decent voice-over.

    • That’s a good deal. Anything under 1k is a good deal, assuming they are good at the animation part.

      • Agreed. Typically these animated videos range from $2,000-$8,000.

        Leith, is the video done? I’d love to see.

        • I have got few guys who want all of their videos under $100. I just told them, go and find someone else if you want to have a cheap quality and in less money.

          @Leith can you please let me know the guy whom you hired for $900?

          I just love that SEO video on your site, and the way it display the script (without a voice over, Leith has a rocking song instead).

          – Darshan.

          • KalaShilpi Studios :

            Hi all,

            We are a start up firm offering customised animated explainer videos under $800 range, with professional voiceover, and a quick turnaround time. for more info kalashilpi at gmail.com

          • Hi Darshan,

            Forget the Indian animators who don’t have a clue what customers want in the western world.

            We do explainers for under $1500 and we’ll take care of finding you a GOOD voice artist.

            Work with me on your next project

            Nick

          • Jennifer Alan :

            Hi Darshan,

            If you need animated videos of very good quality on reasonable price kindly contact me.

            Thanks
            Jennifer

        • We do them for under $1k. $999 actually. Convert just as good as a $20k overdone video. FunnerVids.com

          • Trust me… When it comes to animation, you get what you pay for. Chances are anything under $1000 will never get finished, or will be terrible.

            • Only thing I can say is be careful on who you choose to do your animation video. I’ve been researching competition and I end up finding out a lot of these companies are putting other people’s work on their own portfolio. So you’re not getting the same artist or quality of animation.

              And I do agree with you, the script is KEY.

              • I don’t agree that the explainer video has to cost that much. Of course if you need a very complicated animation it might be pricey, but on websites such as adsurf.net you can find special offers under 200 usd per video.

                • It seems the rates are lower or at least there is some sort of competition in US. This week, I have received around 10 quotes this week from European producers and none of them was below 2,000€ (I guess that is around 2,650$ or sth)…

                  • Jennifer Alan :

                    Hi,

                    If you need animated videos of very good quality on reasonable price kindly contact me.

                    Thanks
                    Jennifer

      • We are here to introduce ourselves as explainer video providers. We can get you a bundle price of Script + Voiceover + Animation at a cost of 600 USD per minute.

        you can see some of our works here

        http://www.allcgstudio.com/portfolio/explainer-videos.html

        feel free to contact us for video services

        KAMAL

        • Kamal, I’m sorry to tell you, but your work is barely mediocre for what you charge. Your drawn characters are unappealing and not at a professional level. Also your 2d animation is beginner level at the very least. Look for more talented contractors and get your quality up and you might see a rise in business.

    • I definitely agree! Finding someone to create the video is really important. Our company, Simple EV, offers high quality simple explainer videos as a low cost! Feel free to check out our video: http://www.youtube.com/watch?feature=player_embedded&v=a6Ri0uh_ceg

  2. This is some really valuable stuff!

    As of now I have just been doing talking head videos with some success, but I also am not selling my own products as of now.

    I will be this year and implementing this will be fun. Luckily enough, my mom is a VoiceOver artist and I’m sure I could create this type of video myself. I can definitely write the script.

    If just half of the company websites and sales pages I’ve been on recently would utilize this, I’m sure they would see a massive increase in sales without doing 20 minute long videos.

    Thanks a bunch,
    -Gabe

  3. Wow Neil another amazing and useful article..You made the work super easy by giving reference to Freelancer….!!
    Been looking forward to get a video for my site but couldn’t find the best source and now thanks to your article..It pointed me at the right direction!

  4. Well written, and it’s nice to see someone like Neil speaking the truth when it comes to video production. A quality video can indeed generate much needed attention for a website or business, however step one is writing a good script. I’ve been a small video production firm for almost 12 years, and take pride in producing effective and affordable videos for my clients.

    Keep the great advice coming Neil :)
    – David Doggett

  5. Hi Neil
    In general you have written a pretty comprehensive piece but to be honest being the owner of a video production company I found it a little narrow minded. You say that the business owner should write the script rather than the production company….
    From my experience we have many customers who have insisted on doing just this and for exactly the reason that you state – they know their business the best. But then they get poor results which makes us sad because we are working damn hard to get them great results.
    I am not questioning that an owner knows their business best, they do; but we have also found that business owners are so wrapped up in their business that they are not clear on how to make it simple for people learning about them for the first time and to tone the script to get the response they are looking for.
    We have many examples where our customers have insisted on writing a script and the conversion rate of the video has been poor, we have then had to re-do the video but insisted on using our own script written with our past experiences as well as the knowledge we build up of the client business: Yes…. learning about a clients’ business is a critical part of our planning.
    After re-working with our own script we have seen conversion rates greatly increase because the script has been written clearly for users.
    Your suggestion to write a script yourself may work for a few businesses that really know how to market themselves but in the majority of cases this just will not work – what did you base your comments on?
    We specialise in creating videos that will increase website conversion rates so know how to do this, most people do not and it is a tough learning curve – we have made many mistakes and learned bit by bit over thousands of videos.
    I think that you can appreciate that using an expert is worth the expense sometimes.

    • You make some valid points. I assumed most people could also write when I wrote this blog post. It could be that you may need to hire a copywriter to write your script.

      • Neil, have you seen the YouTube promos that some bloggers do? They often use it as a seminar on a particular topic. While they might not be great actors, they claim to increase their blog traffic this way.

    • Exactly my point Neil (Davidson),

      (i see that this conversion is from some while ago but still felt the need to reply)

      I also run an online video production company and from my perspective letting the client write the script will result in long, disjointed or unclear videos. Obviously they know the best WHAT they want to say, but they do not necessarily know HOW to say it (or WHY).
      Writing a script should be an iterative process, with the script going back and forth between client and video producer, with the client providing input on the content and the video producer shaping the content in such a way that it fits the tone-of-voice and desired goal of the video.
      And… I think it is not the right intention to make an explainer video just for conversion. Initially you should really have something to say or explain. Otherwise you could make the fanciest explainer video, but it will not affect your product, service or whatever you are selling.

      @Neil Patel thank you this article, as it did provide some stuff to think about.

      Warm regards,

      Robert

    • I tend to agree with Neil Davidson, but I think the best result for a video is gained by the client writing the script and the production company modifying it to make it more simple and convey the message.

      Anything that may be deleted from the script needs to be OK’d by the client to ensure that key messages are not overlooked. If the production company gets to know the business, that is how you get the best results. They can’t be at arms length.

      The best results I’ve had with video are with production houses with longer term relationships with the client, as they “get your business”… they know your hot spots and they understand your brand and how you speak to your customers…

    • Agree with you there Neil. Not everyone is a fabulous script-writer! A good company or freelancer will either guide the client through the script-writing stage, or hire a scriptwriter/copywriter to do it for them. This is a very important point to make for those coming to this article! If not, they’ll go out trying to do it on their own, then scratching their heads when the video is animated for them but doesn’t convert.

  6. Hey Neil,

    Why do you think so many explainer videos use male videos? Do you know the merits, if any, of “the confident male” voice compared to the “sweet woman” voice for conversion?

    Thanks for your insight,
    Tarik

  7. Sourcing outside your local area (if you live in a large metropolitan area) can be a huge cost-savings.

  8. This is an extremely valuable stuff. I see some guys do some creepy video with bad voice over and expect to make sales – in the thousands … i laugh at them

    I’d rather not have something up than have something with bad reputation and no sales.

    Getting someone to create a video for you guys is kinda on the high side as here in Nigeria with as little as $300 you will get a professional create a great video with perfect voice over (our script)…

    Sheyi

    • WOW, $300 is a great price.

      Funny enough I also see the same problem with companies who have bad videos… in many cases it is better to not have a video than to use a bad one.

  9. Superb information sir !

  10. You’ve made some valid points Neil.

    I’ve seen a couple of explainer videos that have accumulated a large number of views but makes me wonder how much percentage of the views have actually converted. Creating explainer videos is tricky and difficult but it’s rewarding if you get it right.

  11. Just put my first animation up last week. You know one of my concerns was that they were “everywhere”. Hopefully not quite passe yet though?

    Interested to see how it converts and feel as if I am in testing mode with it. But it does look nice and was fun to do!

    Cathy

  12. I agree. Being an advertising student, I know the importance of a catching script. You can get conversions even from a non HD video, provided it has good script. I use points from the consumer behavior research to create scripts. I test the storyboard first and launch the video directly for clients. We test the storyboard on a focus group.

  13. Awesome post Neil.

    It’s all about context. Every audience is different, the key is understanding what your audience cares about so that you can make videos that engage and push your audience to take action. The results show up in improved conversions.

    We actually put together a directory of producers that has examples of work and expected budgets. It’s a useful resource to get a better sense of what to expect when budgeting for professional video. http://50grove.wistia.com

  14. I have to completely agree with Neil. As an employee of Switch Video, and explainer video company based out of Canada, I can tell you firsthand that we put A LOT of work into the videos that we create for our clients.

    We have done over 300 videos for clients all over the world in many different languages, and all of those companies have seen results based on their explainer videos. Sometimes it is just not worth it to skimp on costs, and when it comes to your business, it is definitely not worth it. Your video will be a direct impression of your company, so make it a good one. To look like the best, go with the best.

    Here, we have script writers, animators, and producers all working together under one roof, so nothing is outsourced, and everything is worked on together and we communicate with each other throughout the day, everyday.

    Like Rocky said, “Creating explainer videos is tricky and difficult but rewarding if you get it right.” Don’t chance it, go with a professional and put your mind at ease.

    Along with our friends at Vooza, we are giving away a free explainer video to one lucky company! Check out the article on TechCrunch:
    http://techcrunch.com/2012/08/07/need-a-funny-video-for-your-startup-the-experts-at-vooza-just-might-be-able-to-help/

    Signup for your chance to win at http://www.switchvideo.com/vooza/ now!

    -Nicole, Switch Video Employee

  15. Sweet video Neil, as always great quality stuff. Makes me want to buy crazyegg too…

  16. In “Step #3: How to write a script” under number one, it reads “of what your company does should be short and sweat.”

    The last word should be spelled “sweet”. A sweaty explanation would be very long and wet.

    I like the outline you provide of what to include in a script. I’ve been nagging to get my client to make a product video, hopefully this will finally motivate them to finally get it done. Thank you!

  17. This was the perfect post for me. I’m about to get about 500 (1 minute) videos made for our website and can definitely use the advice :)
    THanks

  18. Great video Neil… It made me sign up for crazy egg free trial…
    Good post too..
    Thanks..

  19. Neil,

    I love your stuff, but I have to agree with an earlier comment regarding the clients writing their own scripts.

    Script writing is a very specific type of writing. Getting that snappy dialog that really communicates in an effective way is just not a skill that every business owner has.

    Granted, many video professionals know a lot about video and very little about marketing.

    The solution is to hire a video company that specializes in marketing videos and will take the time to understand your business, brainstorm with you, and involve you in each step of the process.

  20. Hey Neil, i’ve got a post suggestion. ‘How To Format Blog Posts 101′ – the way you do it i’ve seen quite few do successfully online but i just can’t seem to get my posts formatted in a readable way.

    Let me know if you’d be interested in doing it!

  21. Elisabeth Karlehav :

    Thanks for valuable tips!
    In “Step #3: How to write a script; 4. Showoff your features” I’d add ‘Translate your features to benefits’ to go further from “explain how specific features solve specific problems” on to what that problemsolving actually gives in terms of Benefits – how does the problemsolving make the customer feel better about him/herself/(their business) :)

  22. Great post Neil. I think the most important point is #1. Writing a great script makes all the difference. Even if the animation is spot on but the script is unclear and unorganized people won’t watch the whole thing or convert.

    I hired an animation guy I found online, hired a voice over expert from Fiverr (yes, for $5), and wrote the script myself. I got the whole thing done for way less than $1000 and I think it turned pretty darn good. It took me a while to write out the script but I think I did a way better job than any production company could have.

    If you’re interested you can see the video here:

    http://vimeo.com/25114486

    • Ash: I really liked your video! Really well done! And at such low cost!

      Are you saying that you got that fantastic female voice over for $5 ?!?!?! Amazing!

      As a comment re your product: A big disadvantage – as well as a huge-huge advantage – of the product would be that people would be forced to unpack, b/c they have to return the boxes! Otherwise, people end up staring at the unpacked boxes for months, – a very common problem for people who’ve moved. The save-the-earth argument is good, but so many people simply pick up and use used boxes from grocery stores.

    • That’s a good voice over for 5 bucks. I’ll have to use Fiverr more often.

  23. Neil, thanks for another incredible post! As always, LOVE-LOVE-LOVE everything you produce!

    Watched the video and looked through the Crazy Egg website.

    (1) Wish there were some case studies, as you always advocate! :)

    Not just a so-and-so used Crazy Egg and increased their conversions by so-many percent. But an actual detailed description of how someone used the functionalities in Crazy Egg, what they discovered using those functionalities, what they modified, and the outcomes they achieved using those modifications. So that people can see what and how they can use.

    This could actually be QuickSprout and CrazyEgg themselves, you could show how exactly you used CrazyEgg to streamline QuickSprout, what you discovered, changed etc.

    Or a testimonial video from some user.

    (2) Not sure if the assumption is that users would actually know how to effectively use what Crazy Egg offers. The “big-fish” users such as Amazon – well, sure, they’ve got lots of staff and experts in-house who can figure it out. But for “smaller-fish” users it would help enormously to have training materials, in video and written, of exactly how to use the Crazy Egg functionalities effectively.

    You may already have it there, but it is not stated anywhere. B/c it is great to know that it only takes 30 seconds to get started. But then people may think of anticipating a time consuming learning curve of figuring out how to use.

    For someone like me, I actually would like to have a couple of such training videos available readily to watch without having to sign up for the service. I mean, one could have to provide an e-mail in order to watch those videos, no problem. But not signing up for the service and canceling anything is headache unless I see more upfront of what the product offers. Again, e.g., a training video using a real example.

    (3) It is confusing as to whom CrazyEgg would benefit. Great to know that Amazon, Etsy and those are using it. But most of us are nowhere that level. Who and how can benefit from it?

    It would be great to spell out the main categories of whom it would benefit, with case examples for each. Maybe testimonial-type videos with someone (e.g., from small business, etc) speaking of how they used CarzyEgg and what happened.

    In many cases, people wouldn’t even have a clue that they may benefit from some product unless someone tells them and better yet, gives an example of a peer, someone from their “customer category,” who used it.

    (4) You know, in thinking about what you wrote in your previous post about Omniture (and looking through Omniture’s website) and this post, what strikes me the most is that Adobe/Omniture and such offer just some “products.” You buy their product and then you are on your own. True, they provide manuals, training, customer support. But they don’t provide services to actually help you implement the product for your specific business.

    But in your case, having read your blog, what strikes the most is that you have (1) the product (KISSMetrics and Carzy Egg) PLUS (2) all the business expertise, experience, and insight that you (and I am sure your team) can offer.

    I am saying this on the basis of personal professional experience conducting trainings and having attended trainings. People come to the training. You give them the tools, etc etc. They get all excited. Then they go back to their work place. And they simply don’t have enough background to fully implement what you have taught them, to get the most of it. This then of course also affects negatively their perception of the product as well. I have found that it is helpful to also offer to people not just a product or training but a consulting engagement (which could be minimal and brief, but often leads to longer engagement) where I can actually work with them on how they can use the tool I gave them or what I have taught them in the training setting – for their own work. Just working through one small project with them would help enormously. Then they can continue on their own.

    (5) As I went on rumbling in my comment to your previous post about Omniture, why not target the “gatekeepers,” rather than just individual prospects. E.g., Amazon is a huge “gatekeeper” – they have loads of other companies/sellers under their wing. So through Amazon, one can get access to those companies, both for their operations through Amazon and through their own websites. Plus, of course, Amazon has a direct vested interest to see all these companies to succeed and help them succeed, as it benefits Amazon itself as well. So Amazon can be (a) a gatekeeper to provide access to all those companies to offer the product (such as KISSMetrics and Crazy Egg) to them, (b) to recommend the product to those companies, and (c) even better, the product can actually be customized so that it is integrated with the Amazon environment. I have no idea what Amazon does :) I am just using them as an example of a “gatekeeper” that can provide access (through recommendation or service) to loads of prospects…..

    VERY SORRY about such a long comment! I get carried away easily…… :)

    • 1. We’ll have to create some testimonial videos. It is actually on our list of things to do.

      2. Thanks for the feedback. From what we have tested, having that material in the users’ dashboard seemed to be more effective than putting that information on the features page or homepage. As for adding it in our video, it would cause the video to be too long.

      3. We tested big company logos and small ones as well as using a mixture. Using big company logos converted better for us.

      4. You make some valid points in number 4.

      5. Targeting the gatekeepers can work well. I’ve tried it in the pass and have had some decent success with it.

    • Hey Olga, there are so many great products now, whether it is a CRM system or Marketing Automation System that offers incredible services to improve businesses. BUT, as you state, “You buy their products and then you are on your own.” It’s unfortunate and sad to see, especially because these tools are super powerful and because their users get lost, they are losing valuable customers. Manuals, training, and support videos, I believe, are doing half the job – I think even creating more burden on the user.

      We are in an age of instant gratification, where the majority of users do not have the patience to sift through endless manuals or watch numerous eight-minute long video tutorials of a service shifting them back and forth between the service’s UI and video tutorial. Even to pick up the phone to call customer service is a huge feat for some.

      In an ideal world, all products will have a user interface that is intuitive and easy-to-learn. In reality, I’d love to see services like Adobe/Omniture or Salesforce, for example, implement services that create an interactive and intuitive guidance experience for users. The Cloud is floating with talented companies, which dedicate hours upon hours to develop products that do just that, not only saving the time and decreasing frustration of the user, but are also helping out these huge services like Adobe or Salesforce increase user engagement, increase conversion, and decrease churn and support costs of creating tutorials, manuals, and video demos.

      LivePerson is doing a great job creating real-time customer engagement and improving customer experience. We, at WalkMe.com, are also pushing self-service, providing easy and intuitive online Walk-Thrus for users in order to guide them through any online process efficiently. Anyway, it’s all about constant interaction. We are social and we are emotional. And we have no patience. :)

      • Danielle,

        Thanks for your note! I sure agree with the philosophy that you outlined! BUT: I also went to WalkMe.com, looked through it – and think that the WalkMe.com website itself is actually going against the philosophy you outlined. For starters: Whom is WalkMe.com actually intending to help? Could it help me? These are super-basic questions – and the answers to them, in my opinion, should SCREAM (figuratively :) ) from the screen the moment I land on your website. That way, without having to spend time, I can know if it is indeed of potential value to me and whether I should spend more time to explore what it has to offer. E.g., list broad categories of who can benefit, e.g., app developers, etc, who else?-I couldn’t figure out; plus case studies – from “peers” – businesses just like mine. People relate to ***peer*** experiences. If my “peer” uses and benefits from a product, then chances are I can use and benefit from it it. But if NBC, Amazon, Skype etc benefit from it, that’s great, but Amazon, NBC, Skype are not my “peers” business-wise.

        What the WalkMe.com website “screams” at me now (figuratively :) ) is that it is to be used by IT people working at businesses that have IT departments.

        Was that the intention?

        I am just being frank about what I see on the WalkMe.com website :)

        • Hey Olga,

          You’re right on the money. We are in the process of creating a new homepage, which should come out sometime this week or early next week. :) Once that does happen, I’d love to give you a personal sneak preview to see what you think.

          Thanks for your thorough response! Great!

          • Daniele,

            I’d be so happy to look at it and give comments if I have any! Perhaps you can post a link here?

            I meanwhile am in the process of setting up my blog, – actually I am just starting it, but hopefully in a couple of weeks I will get it to be good enough to put a link to it and my contact info from my name :) It is easy to “sit on the fence,” you know, and critique other people’s websites, but much more involved to create my own :)

  24. Here is another script:

    What do Amazon, Zappos, Ebay, and Costco have in common?

    They all are great at selling. And they all use Crazy Egg.

    But you don’t have to be the size of Amazon and Ebay to convert your visitors to buyers.

    Now for only $9 a month *you* and *your* business can start ……

  25. Thanks for the great advice. I have never really been all that big into videos myself. Although, I know this needs to change. Youtube is too big of a search engine to ignore it for to long. I had no idea that professional videos were that expensive. Yikes!

  26. Mike O’Brian must really be loving you for that plug! But yes, the script and the sound are extremely important. the things you arent actively paying attention to can really be the most important

  27. Conversion-Rate-Experts seems to be good. I will give them a Shot.

  28. A few years ago we had a video produced by a London agency the video cost £13k what I knew then and what I know now would have saved us at least £10k! Professional video companies fit their budgets into their clients pockets! I know this is cynical but most businesses are happy to pay on results. If the experience demonstrates success why over charge and take excessive profits to the cost to their client.

    During the last 2 years we have been shooting our own videos and editing through Adobe premier or iMovie, very simple stuff, like transitions and descriptive text. They are simple and hit the spot, most visitors on websites want either information fast or to be entertained.

    Most visitors looking for services and solutions don’t want to be dazzled so much as know what they can expect from the supplier! This supplier can afford fancy videos, they must be expensive!! Who pays for fancy videos?? Their customers, me! I will look for someone a little less fancy but can deliver what I need.
    Story board? Storyboarding is just an exercise in charging more by the video production agency. If you want me to post a link to the ad we paid £13k for I can

    PS. Another cracking post Neil

    Best regards
    Andrew

  29. Thanks for great advices. You are right, YouTube is pretty big opportunity and it’s stupid not to take advantage of it.

  30. Truly brilliant article Neil. I liked the idea of writing script because I think this is what on which I need to give more emphasize. This sounds easy to speak but I don’t think it is in fact because this will include the core of the video and it should be eduction, short and not to leave any concern. I would like to implement these all great points to create highly converting video for my site. Thanks for your well written article.

  31. Great advises ! As an affiliate webmaster, and after testing, videos are great to increase targetted traffic to your website !

    • One more thing, I mean a question if anyone can answer…one of my website is based on Exact Match Domain “Live Com Free” : a long tail keyword with a 5,000,000 exact monthly search on Google Adwords, but thing is after trying to rank it with those 3 keywords on Google and on Youtube as well, I realised that the word “com” is not considered at all by Google (“did you mean “Live Free” ?” it says) and neither by any keyword density tool. Then I realised that with or without the “com”, the monthly Google Adwords search is still 5,000,000. Then do you know a list of this words that are not considered because to common (the, in, en, com…) ?

  32. Same for my website “Le RedTube” that is “leredtube.com”, “Le” is not considered as a keyword, then I am trying to rank on the “redtube”keyword (over 80,000,000 monthly search on Google Adwords) in separating “le” and “redtube” in my anchor text : it works even better…

  33. Hi Neil. very interesting topic you have discussed here and I am agree with you doing the things with those persons who are experts in their fields have made great impact. I really surprise to read the post about explainer’s video but feel worthy while reading down the whole post and love the idea of creating script.

    Thanks for sharing wealthy information :-)

  34. #1 is the rule businesses need to follow about all content, I feel! Drive the content creation and write the script/message/post yourself!

  35. Hi Neil,

    Happy to hear the video we created is working out so well for you! I agree 100% that a well-written script is the foundation of a well-converting video. However, I don’t necessarily agree that you MUST write it yourself or use a third-party company like CRE. So long as the company you work with takes the time to understand your business, investing the time and effort in to developing a script that covers the key points you mentioned, I think it can be just as effective, if not more so. In fact, as you probably know, writing a script yourself can be difficult since you’re often too close to your business. Sometimes a fresh, outside perspective can be extremely helpful.

    Great article and glad to see someone is keeping a close eye on video analytics and truly analyzing what goes in to developing an effective explainer video.

    Andrew

  36. At Common Craft we’ve found that the script writing process is, as Neil points out, the core of any explainer video. We’ve often said that we’re writers first, video producers second.

    I would encourage producers to consider script writing a competitive advantage. Sure, the client can write it, or you can outsource it, but if your team can reliably produce awesome scripts, it’s an advantage that’s supremely valuable.

    Further, from our experience in doing this since 2007, there is value in approaching an explanation from the outside. The company folks will have the major points and a start on the script, but the best explanations come from explainers that can empathize with future customers and see the idea from a fresh perspective. By default, this is impossible for company people.

    Thanks for the great info Neil!

  37. Yes, pay more attention to the script, but don’t forget the animation either. I’m a fan of Zero Punctuation, and while his script is always hilarious, it’s backed up by funny visual presentation as well. It’s best when they blend well.

  38. It’s true, company intro videos are hard to master – I agree with Neil (@webpresenter) that businesses sometimes do a poor job of writing the script – many times because they know the product too well, so creating an objective pitch in one to two minutes that will be crystal clear to the average user, can be tricky. We had that problem with our first intro video.  The one we have right now improved conversion by almost 100% than our previous video. Check it out here http://www.walkme.com

    The next issue: because of the price of producing these videos, it’s hard to do A-B testing. In reality, how many videos are you going to test? It’s not a simple button on your UI that you can produce easily, quickly, and cheap.

    I think the real issue is not the initial conversions into sign-ups but conversion of the sign-ups into real users. Videos are limited in their ability to drive the users to action. The real challenge is to get people to engage with the product. The intro video cannot get users to understand how to use the product.
    Neil, a few questions for you: what do you think about video tutorials? A huge number of companies are really losing their customers because their tutorial videos are just way too long and BORING. Is there a formula for creating a video tutorial that is effective in increasing conversion?

    • I do think video testimonials are very effective. Problem is most of them have generic information instead of the good stuff. I don’t know what the ideal format and length it, but through testing/surveying you should be able to figure out what works for you audience. :)

  39. Thank you for an well written, and content rich article. This subject i have not come across before, and as we all know.. Its all about unique contet! Thumbs up Neil, thanks for the tips

  40. Animation is the nucleus of a great video. I think carefully crafted videos are essential for content creation.

  41. Having used Wistia as a motion/video producer I was intrigued to know whether a video could be treated in the same way as other other conversion techniques. i.e. using spikes in viewer engagement to add calls to action, or even make edits based on that information, even using something like crazy egg but purely for the video? Making small or big changes to your first edit and a/b testing against different edits to really make it effective and do its job. I think this is an interesting path for online video to take.

    I do agree with most of what you say and the script and content should be the basis of a strong video. I do think however that nailing a visual style shouldn’t be underestimated as a way to reflect your companies brand/ethos and engage customers on a different level. You obviously understand this as your video works perfectly with its surroundings and compliments your brand.

    Good article by the way!

  42. Great article Neil. These are some good points, but I’m not sure I would 100% agree with you that the client should be writing their own script. As animated video makers ourselves, often clients come to us to help us write their script because they themselves know their product “too well”. From a more neutral perspective we are able to extract the essence of their message and put ourselves in the shoes of their potential target market. There is also value in knowing what kind of words and sentences will work well with visuals, and not everyone has this skill. Its still a collaborative – not a “my way or the highway” – approach, but one that has worked well for us and our clients.

  43. Neil, big THANK YOU for this statement:

    ===

    Also you don’t want the company who is creating the video to write the script. The video company doesn’t know your business like you do. They don’t know what pain points your customers are experiencing. They don’t know how to write to boost conversions.

    ===

    We often see script writing requests from our clients and I always give them this suggestion. There’s no way for any of us to understand their business more than them.

  44. Videos having more power of conversion, thanks for post and your experience. I think white screen animated video drive more conversion and attention. The gradient background also drive more attention not sure. But i will check it soon for my upcoming videos.

  45. I think making a video like the one for Crazy Egg is an amazing idea, it’s like an active infographic that shows rather than tells. Thanks for sharing your tips on how to build a successful one!

  46. Hi Neil,
    I’m glad you published this article at the start of the week. As a startup we don’t have a massive marketing budget, so we wrote the script, shot the footage and then found an editor by posting our project on freelancer.com – who is working away on our brief as we speak. Our app is in beta, so we’re seriously hoping our beautiful piece of creativity will engage people in our vision – we’re still baking the final version.
    Thanks for Step 6 – it came just in time. Maybe we can send you version A and version B for early feedback.
    Thanks for the info.
    Denise

  47. Neil,

    Great post. Good idea on the split testing. I didn’t think about this when it comes to video.

  48. Step 3: “It’s all about the script, not the video” is the point I found much interesting. Your content gives complete insight into video creation. I recently got a project to create videos and your post came in just the right time. I m sure my task will be easy after going through this post.

  49. Amazing tips.
    Thanks to Fivver, I’ve already bough and edited some videos for my business. Your article cleared me some points.

  50. This is great stuff Neil.
    I have never thought about the process of doing explainer videos until I went to the infusionsoft website and saw how they talk about their story.
    I liked it but on reading this I realize they can do better.
    Definitely useful information Neil that I could use.
    One quick thing, I think the video is like a 2 min ‘elevator pitch’ though to your customers.
    It is just another marketing tool and the guys who should do the script should be whoever is best in marketing at the firm and will represent what you do, very well.
    Indeed thanks for sharing.

  51. Neat Article Neil.

    We are a video startup focused on creating great explainers videos. Do check us out at http://explainers.in and let us know if you have any suggestions. Your feedback is greatly appreciated.

    – Ramesh

  52. Gr8 points made here Neil….i really loved how nicely you have covered these successful video points in this article…even if we are ready to spend money now we know clearly what to look for in a video which can be fruitful

  53. Wow, so glad I ran across this. I work for an online custom wallpaper & canvas company (LifeWall, http://www.yourlifewall.com), and we’ve been trying to find the best way to illustrate how to INSTALL the paper after they design online & order it from us. Competitors have real humans videotaped… but they always seem a bit awkward/low-quality. Perhaps a more fun, animated video would harvest some more inspiration and hold attention. Who knows…

    Then again, maybe our industry won’t allow animated videos like this to be used. Regardless, the emphasis on the SCRIPT of the video should help us succeed with whatever we choose to do.

    Thanks!

  54. All the points brought up in this article are spot on. I am running a small studio and we’ve been doing quite a few of these recently. If a client approaches us with a tight budget, we can work with them on a deal, but generally we stay within the $700 – 2000 range depending on complexity and length. We turn things around in a few weeks, that is, for scripts under 1 minute in recorded length.

    Thanks for this article, I plan to pass the info along to some of our current clientele, as there is some really useful stuff mentioned here.
    Cheers!
    Our Channel:
    youtube.com/user/FNM3Dgraphics

  55. Really..Really good tips!! I have been trying to make a video to sell my ebook but it has been though.. Your tips helped and inspired me! Thanks!

  56. Hi I’m considering making a YouTube video showing myself conducting a car detailing over 5hours but on a very high frame rate. Then placing this on one of my website pages, what plugin would you suggest for this

  57. Such a timely post for us. Our videos are so old and out of date and embarrassingly non-professional. We are looking forward to video-ing our way into the 21st century…knowing it’s going to double our conversions or perhaps more, now that I’ve seen the post. Thank you. Well timed!

  58. Actually it is also about the voice of the video that make people stay. Have a dark sexy voice and it is a hit!

  59. Thank you Neil, you always provide useful tips.

    Well, the most important part on your video is….”yes you can!” :)

  60. Great stuff as usual, Neil. I love your video! If anyone’s interested I just hired a young man who has the most amazing voice, perfect for this. And I told him he needs to sell it! He’s in the Bay Area, but location shouldn’t matter.

  61. I believe that videos help for better comprehension. I would like to hire somebody to do one for my blog but I can’t afford it, yet. Another great guide, Neil!

  62. We run a video production company and I’d like to say a word or two about pricing. At the moment, we charge between 3 and 8k for our videos. I can honestly say we work for our money. Our CEO (aka: my wife) is a copywriter by trade and she loves producing them, but a lot of work goes into it. We source fantastic, economical animators in South America, but we really do work our tails off on each job.

    I’d aim for an even shorter video. One of our most popular videos is only 40s long. What was it Mark Twain was misattributed as having said? “I would have written a shorter letter, but I didn’t have time”.

    This is certainly true of scripts. If you find you have a video wall to wall full of voiceover, it might be time to consider trimming back. The big advantage of video is that it provides a stronger opportunity to create an emotional impact on your visitors, getting them to drop their natural sales resistance for long enough to hear what it is you have to say. Timing, pauses, music and sound engineering are things that are worth paying attention to in this regard.

    Anyway. I love the advice in the post. I’ll be using step #2 with our clients from now on. Keep on rocking.

    James

  63. Explanation videos let your customers know what your product actually does and how to gain attention, spark interest and generate business. certainly http://www.piehole.tv is the best to produce explainer videos

  64. its very hard work making videos , i nearly gave up after making my first one for my website! editing is not joke.

    nice post!

  65. Great post Neil. Agreed with 95% of it! Only points of controversy seem to be whether or not clients should write their own scripts, and one other point that you mention – “The goal of the video is to answer all of your potential customers questions and concerns.”

    I work for an Australian explainer producer – http://www.explanimate.com.au

    On the scripting, as with the second comment – I tend to think each client needs to be treated on an individual basis. Some clients may have have really creative ideas and the ability to express their value proposition creatively – and therefore be able to write their own script – while others find the prospect daunting and would feel completely incapable of it. Likewise others might feel confident in writing the script, but be unable to really ‘explain’ their product or service in a way that someone completely unaffiliated with it might be able to understand.

    Regarding the comment “The goal of the video is to answer all of your potential customers questions and concerns”, again – this is not really always the goal of every explainer. In many instances, less, can be more. Trying to explain ALL there is to know about the service or product can be self-defeating. We try to pick on the key messages that the client really needs to communicate, and communicate those WELL.

    As said though agreed with the rest as a rule :) Great article Neil, looking forward to more.

  66. Excellent post Neil! After reading this, I logged into IFTTT and couldn’t help but notice their lack of explainer video! It reminded me when I read your post highlighting them as the #1 tool for marketers and I went to the website, but left confused about what it did and if it was free. IFTTT is the most exciting thing to happen social media and since hootsuite! I think I’ll make one for them and put it on my blog :)

  67. Good basic points but so wrong on writing your own script. My customers are experts at what they do. At How It Works Media we are experts at what we do, making excellent explainer videos. We create amazing visuals, but the message is the most important thing, it all starts there. True the customers know their business, but that doesn’t mean they know how to write a script. We have some of the best script writers around at HowItWorksMedia.com We learn the customer’s business goals, benefits of their service, and then craft a script to tell their story. You should rethink that statement.

  68. Hi Neil.

    Great post. We make explainer videos for all kinds of companies ranging from startups to Fortune 100’s and your comment about the script is 100% correct. My advice to all entrepreneurs is to think about your explainer video as “making” the perfect sales person, except the video works 24/7 and only gets paid for once. Done right it should explain your product or service perfectly every time and sell the watcher into taking whatever action is desired.

    Sadly, too many entrepreneurs call us and say “It needs to be done in 2 weeks for our launch” so they rush the entire thing and then quality goes out the window – not only in regard to the animation but the thinking as well. It is the thinking and the scripting that will determine the effectiveness of the video.

    One of our competitors is a company called Epipheo Studios. If you look at their explainer video it’s a brilliant example of clear thinking and great messaging. It actually inspired us to make a better video for our own business. In most cases though you have to pay for that kind of quality. Their prices are higher than many of the prices quotes in this thread but I would wager that their work is substantially better as well.

    We charge just under $3,000 for a 90 second video which includes everything from writing the script to having it recorded professionally and animated in any style. If you write the script we charge $400 less and if you hire a voice actor we take a further $200 off.

    The difference between a professional reader like Mike (who did your video) and an amateur is worth the couple of hundred dollars in my view. Voice (like music) can have a powerful effect on the end product.

    Also, having a mind that sits outside of your technology or product that understands marketing and messaging can be very helpful for most people – but not essential for those who can truly follow a formula based approach like the one you outline.

    Anyway – thanks for a great post on our industry. Very sound thinking.

    Adam Hudson – Founder
    Fire Starter Videos, Los Angeles.

  69. One more thing…in most categories, a little humor is invaluable as well.

  70. Some great points in this article… We typically charge $1500+ depending on the clients need. Careful with the companies you go to, I agree with the point in this article that explains the script being something that sells!

  71. This was a great post. I think a lot of people have the mentality of “we want an explainer video” without really considering why and what it’s going to include. Script is hugely important in any video!

  72. I love this, but I am wondering – every explainer video I’ve seen is animated. Is that the rule? I’m brainstorming how this may help my company, but I’m not sure if animation will resonate with our client base or industry. Got Comments? Suggestions? Examples? Resources?

  73. Nice post. i think the animated video should be funny and have bunch of things which can convert well.
    Thank you

  74. Thanks, I have been looking for Explainer Video for a while now

  75. Hey neil,
    it is a great post, thank you so much for telling us How to write a script. it is a helpful post.

    Thank you.

    Matt

  76. KalaShilpi Studios :

    Hi all,
    We are a start up firm offering customised animated explainer videos under $800 range, with professional voiceover, and a quick turnaround time. For more info kalashilpi at gmail.com.
    Thank you.

  77. Hi, I want to subscribe for this website to get
    most up-to-date updates, therefore where can i
    do it please assist.

  78. In creating an Explainer Video or Demo Video, there is one rule of thumb that we always follow. The video should be Simple and Easy to understand. Add a little humor and you have now an explainer video that has the potential to have a high conversation and success rate.

  79. Good stuff and I absolutely agree that the script is the most important part! Not sure I agree about having the business write the script. I’ve never had a lot of success with that, and typically the problem is they know too much about their business to write an effective script. Having an outsider come in and ask the right questions can be really helpful. Also having the company who is animating the script write it helps, because then they will write scenes that translate to animation easily.

    Definitely got to agree with hiring Mike O’Brian! Best in the business.

  80. The hardest part for me is writing the script

  81. I am very pleased with the information you provide in your article. We are a bookkeeping company in the Netherlands. We also are planning to get us an explainer video’s. I was wondering if it is possible to make it yourself with a powerful point presentation? After all we have to provide a company with text / scripts, products, features, every thing actually. Why not do it self. Perhaps anybody know what kind of software to use?

    • Hoi Boekhouder,

      Nice to see a reply from The Netherlands :-)

      Yes you can also do it yourself. For example with Keynote (soort van Powerpoint voor Mac) you can record your slideshow with animations.

      However, one of the reasons we exist (Studio Tony – http://www.studiotony.nl) is that it is really time consuming to do it yourself. That is, writing a strong and appealing script and story, visualise your ideas, record a voiceover and sounds, and make appealling and engaging animations…

      If you want more advice on making an explainer video you can always contact us. – check our website and give me a call / email.

      Groeten!

      Robert
      Studio Tony

  82. Hello Neil,

    Excellent article about explainer videos and the way to do it right!

    Let us introduce ourselves. We’re a video production house that can produce an agency quality animated explainer videos at a fraction of the competitors price to showcase a start-up’s product, service, concept or idea in a very attractive and engaging way.

    Our videos include all the below regardless of its length:

    1. Professional Animation at 1080p full HD resolution.
    2. Professional Scriptwriting.
    3. Professional Storyboarding.
    4. Professional male or female voice over.
    5. Music and Sound Effects.

    Our price for a 60 sec explainer video is an insanely low $ 499 making us literally the cheapest in the industry.

    Please visit us today at http://www.start-ups.net and give your start-up the massive boost it very well deserves!

    Start-Ups.Net Team

  83. Your big idea here is a great one — the story is by far the most important element of an explainer video.

    The other great point you make here is to make clear business objectives: what is the goal of the making the video in the first place? You want to see more conversions? Then you need to know what your patrons want/need most, you need a distribution plan to get that want/need in their hands, and you need hard measurable tools for tracking and testing the change. Get to know your product from the eyes of your potential customers, survey your visitors, and then create the script. Too often companies throw away money on poorly executed videos because they don’t invest in the execution.

    However, I disagree with your advice to write your own script. If the story is the most important element of the video, wouldn’t you leave it to a professional?

    It’s true — they won’t know your business like you do. It’s true — they won’t know what pain points your customers are experiencing. But if they’re good, they will! An expert will listen well and get that information out of you into a concise, effective, and compelling story.

    Many companies get so saturated in their own company lingo that their jargon comes through too strongly in their marketing efforts — and the message is lost on the audience they’re trying to reach.

    Most likely, you’ll need a translator. My suggestion: toss it to an expert.

    Do you have a good internal copywriter? Does your copywriter have regular collaboration with an animated video production team? The story isn’t just the narration. The art direction — illustrated characters/icons, what they do, and how they move — tell the story, too.

    Like a few other commenters said — this is the hardest part: the creative direction/script drafting/storyboarding.

    At the very least, you should hire a professional copywriter. Find a good one who listens well and reflects back to you often — if they do, they can’t mess up your value proposition.

    If you can afford it, the better option is to hire a small team that has collaborated often and well — what’s their track record? Do they have a robust portfolio? What do their past clients say about them? What do their employees and contractors say about them?

    More of my team’s thoughts on this here: http://whatnowexactly.com/2013/why-your-b2b-marketing-video-sucks

  84. As a voice over guy myself, it’s one area you don’t wanna skimp and “find someone on Craig’s List to do it for free or under $50.” If you do, it’s probably someone using their computer mic and has little to no experience.

    If you’re going to shell out thousands for a fancy explainer video and then skimp on the vo, all people will think is how bad the voice is. It’s worth it for the relatively low investment (a few hundred as mentioned). This doesn’t happen often because the explainer vid companies use their go-to voiceover people, because let’s face it, they don’t want to put a crappy voice over with their video and ruin it.

    • Hi Matt! :)

      Agreed — a bad quality voice over is a huge distraction to the story. Bad quality includes sound quality (laptop mic with background noise) and acting quality (cheesy, inexperienced, or just plain bad acting).

      Equally distracting is a bad voice over match. You should pick someone who embodies your company’s personality and let them read the narrative. You wouldn’t want Ben Stein playing a role that was written for Johnny Depp or visa versa.

      Don’t settle for “what-you-can-get” if it’s sub-par — even if it’s free or only $50.00. That’s $50.00 spent on throw away product. A bad video reflects poorly on your company and its brand recognition. Build something of value that will have more longevity.

      Besides, there are more fish in the sea! You don’t have to settle — there are tons of great voice over artists out there like Matt and Mike with really reasonable fees who deserve to be paid fairly for their work.

      • We have had some great experiences with voicebooking.com. They provide a great variety of voice actors and they are very service driven. They are not cheap though…

        Cheers,

        Robert
        Studio Tony

    • I completely agree, the voiceover is one of the last steps of production and one of the most important…

      Since the voice can make or break your video, you want to make sure you spend a little time to pick the perfect vocal character for your project…

  85. For us in AnimationOutsourced.com, creating a script that will fit with the product/service and their owners is the hardest part. After that, everything is smooth (at least on our experience).

    Good luck!

  86. Hey Neil, thanks for the article.
    I am wondering why you’re not using a video on neilpatel.com (yet?)?

  87. Hi Neil,

    Thanks for the very interesting article. I love explainer videos but they are indeed sometimes outrageously priced. Here is an interesting initiative to make it easier to compare prices and give a chance to the smaller companies/freelancers to present their capabilities: http://www.comparevideoproduction.com
    It is still the early days but hopefully it will become a useful tool.

    All the best

  88. I completely agree with what Neal is saying – explainer video script has to written by a dedicated writer!!!

    Neal, first of all I would like to thank you for a great article. It is quite ironic though that I found it after getting in trouble.

    I recently hired a company to create an explainer video for a flat fee of under 2K. Script, story board, animation, voice over were included. Their animation turned out to be excellent and it only took them several e-mails and phone calls to draw exactly what we wanted. However, once we received a draft version of the script I understood that there is no way that the video is going to convert. We are now going back and forth with revisions, but I don’t think that they can do it. While we are on a budget, spending several more hundreds on a script does not seem like a bad idea.

    Would you recommend a particular company or a freelancer who could write a killer script?

    Thanks in advance.

  89. Explainer Videos can be done very poorly, be sure you’re working with a company that designs all of their animations from scratch. Be sure to find the right voice that works with your story and product.

    We’re a hand holding type of company and work with our clients to develop a script, then audition the script and work with the client to choose the perfect voice over.

    We then do everything from scratch, and we’re affordable.

  90. Very nice post. I should be a video editor.

  91. Hello!,,,,,,

    Hi!,,Thanks for great advices. You are right, YouTube is pretty big opportunity and it’s stupid not to take advantage of it.

    Thank,,,,,,,,,,,,,,,,,!

  92. Great stuff Neil. This is a very educational article for both the people ordering videos and the video creators (me included).

    Thank you!

  93. I’m having a hard time understanding why anyone would stress the importance of a good, solid script and then hire anything less than a professional talent to record the voice-over.

    The script needs to explain the product or service. But the writer must first know who the intended audience is in order to write in the appropriate tone. We don’t speak to experienced telecommunications technicians the same way we would speak to the owner or manager of a drug store. The ultimate goal of the video is to generate a sale or, at the very least, to generate enough viewer interest so that they ask some questions. So the writer must become knowledgeable enough about the product or service to choose words that instill a confidence in the viewer that the writer knows what he or she is talking about.

    That’s where the talent in voice-over comes into play. A person inexperienced in voice-over will tend to simply read the words from the page. Completely emotionless. Not knowing. Dry. Flat. Experienced voice-over talent know how to interpret what the writer has written so that they give the words their true ‘weight,’ or importance. Putting the correct emphasis on the right words. In essence, sounding like they know what they’re talking about.

    The young lady who voiced the ZippGo video happened to do a very good job. But she probably wouldn’t be happy to hear that she severely undersold herself. She interpreted the script very well, and her diction and enthusiasm were good, but she sold herself out for a measly five dollars. That is a disgrace. She was the exception: usually, we get what we pay for, and if we pay peanuts, we usually wind up getting monkeys.

    What many people don’t quite understand is that it’s the script (ultimately the voice-over) that usually carries the entire message. Visuals are nice to look at, but they most often serve only to support what is being spoken. If the product or service is such that it can be accurately described with images alone, that’s great. And that might work for a product or service that’s very simple in nature. Beyond that, however, words are needed to convey the message. And it doesn’t even matter if the voice talent has a marvelous voice: if they do not know how to properly interpret the script to the point they become the most knowledgeable salesperson for that product or service, the effort is completely wasted. If the company has to send a salesman along with the video to explain it, there’s no point in making a video.

    If a company is going to make a video in hopes of representing them and selling product or service, they should make sure that every aspect of that video portrays the company in as professional a light as possible. To skimp on the company’s image would be like going to a networking event wearing a haircut we gave ourselves.

    Doing so usually has a disastrous effect.

  94. I should have ended with this thought: think back to your days at school, even back to elementary (grammar) school, if possible. Even in a subject in which we may have had an interest, wasn’t it tedious to have to sit and listen to a teacher who was completely unenthusiastic? How much of what was taught would a person who didn’t care for the subject remember about it?

    Now, imagine yourself as someone who needs to make an important purchase of a product or service. Would you be able to… would you WANT TO sit through several minutes of uninspired babble and would you feel confident giving this company several hundred, several thousand, tens or hundreds of thousands or even millions of dollars based on what you saw and heard?

    Image *IS* everything.

  95. We absolutely love your blog and find many of your post’s to be exactly I’m looking for. Would you offer guest writers to write content for you personally? I wouldn’t mind composing a post or elaborating on many of the subjects you write regarding here. Again, awesome web log!

  96. I’ve really enjoyed reading this post and thread of comments. I think there is a lot to be taken from pretty much every person that has contributed with their experiences.

    I’d also like to agree and disagree with Mike Harrison.

    Firstly, you are absolutely correct about the voice over. Retaining the interest of the viewer CAN NOT be done without pro. voice over talent. It is essential! Having said that, you do rather play down the importance of the visual itself.

    I think, the best videos are a great balance of the all 3 – script, delivery of script and the visual.. as such, should be considered as one during the initial conceptual stage.

    The REAL problem is, that there are so many amateurs selling these services now, the internet is becoming flooded with substandard videos.

    There is real talent all over vimeo. Find something you like – then find out who did it!!

  97. thank you for the article Neil, I also start my own whiteboard doodle video explainer company. http://rabbitanimate.com, usually I let my client create their own script, so I can focus in creating the animation and send the message.

    it’s also true that there are so many amateurs selling this service because there are some software make this easier to do. so if you want to create video explainer, make sure the creator know what he do.

    thanks again
    Van

  98. Great post! Check out this short & quick explainer video explaining the impact video is having on business!

    http://www.youtube.com/watch?feature=player_detailpage&v=xwkV6TcQ8BU

  99. Awesome post Neil. Question for you: When would you consider an animated explainer video over a live action video. Live action is surely more expensive, but research shows that people trust a ‘real face’

  100. Hi Neil, Thanks for the article really good.
    Mehroz

  101. 1.) Character art absolutely doesn’t sell b-to-b software. It doesn’t convert and we have 1.7mm data points that indicate that low end, one off characters are poor – even likely worse than straight copy & screenshots. Any provider that says otherwise either (a) lying or (b) has never tested. In either case…why use them?

    2.) The script matters.

    3. )The gender matters.

    4.) Split testing must be included.

    5.) A live action video works for many things and has advantages, BUT a well done motion graphics piece can be split tested and refined cheaply.

    6.) Quality matters – 90% of explainers are condescending.

    7.) Conversion elements: call to action, length are big ones. Showing software screens when selling software also is dramatically good. (even simulations are OK, but people have to feel like they can use it.)
    8.) Jump cuts in screenshots create abandonment.
    9.) Color doesn’t matter a ton, within limits.
    10.) Showing a problem BEFORE the logo generally works, but I’m not convinced here yet.

  102. I agree, it’s mostly the script that makes the promo or explainer video, but good visuals… a picture does tel a thousand words!

  103. Awesome post Neil. Thank you

  104. We’ve always adhered to the dictate that script is king with story being his sword.

    Quality costs money in ALL things and animated sales videos or video scribes are no exception.

    Keeping an audience’s attention long enough to overcome objections and present your message can be the defining factor in making sales… or not.

    Many sales presentations are abandoned in the first few minutes, before a potential customer has the chance of hearing the message. You will know this by studying the analytics eh…

    One workaround we’ve used very successfully is starting a sales video with the animated video/video scribe and then transition to a VSL or other presentation.

    We’ve replace the first 5-8 minutes of VSL with our video scribe (verbatim using the same audio). The time range varies according to where we can tie back into the video sales letter seamlessly.

    In our first 8 videos using this technique we increased the average time on video from :50 seconds to 8:43. Opt in and conversions up by 400% to 500%.

    *Disclaimer: these were very targeted groups driven by email. However, I’m proud of the outcome so far and look forward to improvement through script adjustment and more split testing.

    Robo

  105. Great points. The best video is only as good as its script and storyboard.
    As video makers our job is making a connection between the company and audience, and it will help if we are able to empathize with both the company & the viewer.

    To write a good script I think its important to be able to identify the purposes of the video. Starting from the simple and working from there.
    What does the topic mean to the viewer ?
    What problem are we solving for our viewer ?
    How can we help our viewer ?

  106. You are a great player of words neil.
    Just started reading your articles few days ago.
    And for the first time i am following someone’s blogs regularly, every post is a lesson in itself. and interesting at the same time.. ;)

    And the part which surprises me the most is that you reply to nearly all comments on all posts, which makes me suspect that you have a team specifically for replying to the comments.

    Bcz i get tired in reading comments itself, so replying to them is next to impossible for a busy person like you. How do you manage that man?

    • Pranjal, thanks for reading. I actually read through and comment myself. I think engagement is very important to create a constructive dialogue. It takes time and at times it’s tiring, but it’s my passion.

  107. Neil, i have been looking such info for ages. Already wasted some money on videos, but now i know how to fix them.
    Thank you for sharing your knowledge and your traffic system that i bought is awesome. I am just on page 38 or so and i already learned so much.

    Thanks again

  108. Neil,

    Do you find automation videos work better then using real people like traditional commercials ? Or does it depend on the business / Product ?

  109. Hello !
    Neil, I totally agree with you that focus should be on script not video. And whenever you want to add a video, you should investigate that how much it can made conversions. Well this is quite important topic.
    Thanks.
    Ryan

    • Ryan, it should be all about the product or service you are selling. It’s not a hollywood production :)

    • Neill’s article is spot on. As a video production company focusing on broadcast spots, we see a lot of explainers that the owner wishes to incorporate into a TV commercial version. So, there’s an additional outlet for these videos, as long as you find the right TV commercial producer to incorporate it into a broadcast standard, compelling 30 or 60 second narrative. Our award-winning production team does this all the time, and we help these businesses advertise on television with very inexpensive media buys of cheap TV spots. Great way to get more mileage out of the EV.

  110. Wow Neil another amazing and useful article..You made the work super easy by giving reference to Freelancer….!!

  111. Hi Neil,

    Great article!

    I have to admit though that I can’t agree with the statement “you don’t want the company who is creating the video to write the script”.

    In my experience 80% of entrepreneurs/companies don’t know how to write scripts for explainer videos. It’s a completely new medium for them. I’ve worked with many clients (including large multi-nationals) that just give us truly awful scripts.

    A solution is not to use an “animation” company to make your video – but to use a “video marketing” company. A video marketing company will focus on the messaging and branding first and produce quality animation afterwards. This way you’ll get a video designed to convert, not just look pretty.

    You can normally tell the difference between an “animation” and “video marketing” company by finding out how much they charge for scripting – a low price tag on script suggests low importance.

    Keep up the great work!

    • Kenny, great points. If you really want quality content you’ll have to pay top dollar or something at the market rate. Conversions are key so the content must keep that in mind.

  112. Why people still make use of to read news papers when in this technological world everything
    is existing on net?

  113. Great post.

    Step #4 is also a make or break step. Without a professional who creates trust, believability and a single-serving relationship with the viewer, your explainer video is sunk. I would avoid Craigslist or voice actors who will do it for free. You’ll end up losing money in the end by realizing you need a professional. Mike O’Brian does a great job.

    I am also a professional voice actor with loads of explainer video voice acting under my belt. Watch my recent work here: http://www.voiceovergenie.com/work.php.

    Good luck!

    John Lano
    VoiceOverGenie.com
    612-524-8758

  114. Gene Braunstein :

    As a former sitcom writer/producer who’s now looking at delving into explainer video scripting, I can say that the old show business adage is true when it comes to writing any script: if it ain’t on the page, it ain’t on the stage.

    Great blog, btw, Neil!

  115. Working on a cartoon animation that is in short story form. At first I was confused if our company should do an explainer or a short story video but decided to go the latter path. Although the tips were for an explainer video, I think there are so many tips I can apply to the video we’re producing.

    Thanks for this Neil, you’re awesome! :)

    • Louie, I think these tips can cover a broad range of industries. Please let me know how the video turns out… I would love to see it! Thanks for reading :)

  116. Neil,

    Thanks for pointing out the error in the Explainer videos! You provide a good framework for creating videos with higher conversion rates.

    But I have to politely disagree with the idea that the business owner should write her own script. Her job is to run the business not write videos. A good production company should assign the task of writing a good script to a qualified writer. This writer will ask all the questions needed to create a successful video and reach the right objectives. The interview process could take a couple of hours.

    Telling a story, visually or not, is an art. People who dedicate their lives to their scriptwriting passion will always create better material than a business owner who has little or no experience.

    Hiring a good production company will increase your likelihood of creating a good video that will increase your business’ credibility and conversions.

    Thanks for starting this conversation!

    • Ivan, I think it definitely depends on the industry. For example, if you are running a tech company and have formulated the key product specs it may be best if you are writing the script. You want the product to closely align with the core problems it is solving. However, if you are running a multi-national conglomerate people on the marketing teams or advertising side may have a better understanding of what the key issues are. I was just speaking from a personal point of view. Thanks for reading, and I love the feedback :)

  117. Hi Neil,

    I thought I’d share my video which was created after I found, and tried my best to follow, the instructions in your post:

    http://www.localfavourite.co.uk

    I used a small agency called LOOT based in Romania for the animation – good guys who I think did a good job for their fee of £500. I wrote the script myself, got a voice over for £35 and the background music was £12. Bargain!

    • Andy, awesome. Sounds like you got a great deal. I think if you can find the right people to create cheap/great videos you have done the right thing. Often times it’s hard to find good explainer video creators.

  118. Hi Neil,

    I’m here for the same reason with Andy.

    This is the video we created after I followed your instruction. I chose MindBug Studios to help us with the video.

    https://www.youtube.com/channel/UChwdz06ccto2hkMz57SuPAQ

    We have 2 versions of the video and are doing A/B test to see which version works better. I’ve also posted a question on Quora asking people to vote for the version they prefer (http://www.quora.com/Demo-Videos/Which-product-explainer-video-do-you-vote-for).

    I’m a big fan of your blog. Thank you for sharing your knowledge and experience with us.

    Cheers

    Tracy

    • Tracy, it looks great. I think big data videos and visuals are always helpful because they provide so much information about such a big data set in an easy to digest format. Thanks for reading and I look forward to checking out more of your content :)

  119. I had some good success with this company called Vinimation.com they do short animated videos.

    Had a fair of success with them, and they were easy to work with.

    • James, thanks for sharing your experience. I am always looking for names of new companies that do a great job. Please feel free to provide any other feedback regarding this topic :)

  120. Great article, very informative.

    I have been making motion graphic / explainer videos for about a year now and starting to learn a lot more about how they can help to convert – its a great selling point for me trying to sell video work to clients if I can explain in more detail how it will help their business.

    I do agree with the script being Extremely important, I usually ask the client to write either a basic script or at least the key points they want to get across, then I work with them tweaking the script going backwards and forwards to the client until its just right.

    This is a recent piece I did for a client, would love to hear peoples feedback on it:

    https://vimeo.com/53106562

    Ben

    • Ben, sounds like you are on the right path. Your explainer videos when done right will drive immense traffic (from the looks of it) . I will leave it to the community to provide feedback on your video. I will also check it out, of course :)

  121. I really got a lot from this post. But even more, I clicked through to “explainer videos” and was blown away by the good information I read. I really think that using video is the key to successful business promotion in this day and age. That wasn’t always the case, but things change (as they always have and always will). Anyone not using video to promote their business these days is going to miss out BIG TIME!

    • Erica, great points! Videos are great pieces of content. They are visual and allow you to convey many things at once: product, personality & passion. Thanks for reading and I look forward to hearing more from you :)

  122. These videos aren’t only used for marketing – they’re also used for elearning. Here’s an example of what we do http://whatyouneedtoknow.co.uk/

    I agree that the scripting is the most crucial part, and we ought to be aiming to keep people interested in what we are saying – rather than relying on animations to do that.

    This type of explainer has increased in popularity and I fear the formula they tend to follow is in danger of becoming over used. For example, ‘Hey here’s a poblem, and that’s why we’ve got this solution’, it’s good, but it can be overdone – in my opinion. I’m looking for other ways as well – and am working on one which uses a lot of rhetorical questions. So, ‘what would happen if you did this?’, ‘would you know what to do?’. I’m thinking of using this in a piece of elearning which is more about attitude, rather than here’s how something works.

    • Andy, great points. Thanks for all the feedback and additional information. I think as more people adopt these strategies they will become the norm. That isn’t necessarily a bad thing. It will just force people to adapt and find more unique ways to share their videos.

  123. Neil, I am an unfortunate victim of a bad video (as you can see from my website..)

    you missed one VERY, VERY important detail in your article:
    you’ve listed a few video creation freelances / companies. But didn’t mention a source where we could get our script! Do you have recommendations of good script writers?

    • Alex, a good copywriter can solve that issue. If you find the right one they can formulate and put together a script that works. Please let me know if you have any questions or need any help with anything.

  124. “Also you don’t want the company who is creating the video to write the script. The video company doesn’t know your business like you do. They don’t know what pain points your customers are experiencing. They don’t know how to write to boost conversions.”

    It’s my job to understand my client well enough to write a script that perfectly presents the CTA. If your video company can’t do that, hire another one. Not me though. I’m overbooked till next year.

  125. Great article Neil.
    A lot of companies don’t understand the amount of work that goes into creating an effective explainer video. So they go out looking for the cheapest guy around, with no marketing background. As a result, they end up with a fancy animated video that doesn’t convert.

    At Creamy Animation we focus on creating a compelling script and storyline, to an explainer video that clearly explains what you do, and is also an effective sales tool.
    See what we do at creamyanimation.com.

    • Larry, it is an often overlooked thing. People really should heed the advice of great video marketers. Thanks for sharing your thoughts and I’ll definitely check out your website :)

  126. Very Good article.Learned a lot from this article.

  127. I really glad to find great and cool tips for making a good and quality videos .as it helped me alot for uploading quality and amazing videos for my site.now i can also suggest my friends.
    Excellent…!!!!

  128. Amazing article …great…Informative…!!!

  129. woww…great ideas..thanks for the article neil…!!

  130. Hi Neil,
    Great article, but I must say I passionately disagree withe the idea that a client can or even should write their own script. Clients are great at understanding their product and the pain points their customers have but they never understand how to articulate these ideas effectively. Which is why they came to a professional in the first place.

    In my experience at making many, many explainer videos in Silicon Valley when a client insists on writing their own script it is a hot mess/train wreck full of buzz words, horribly over used and meaningless phrases like “game changing” or “secret-sauce”. They have no idea how to actually engage a viewer, much less convert them.

    The best and most successful videos are produced from client relationships where the client trusts you to do what you do best and is your partner. They give you all the information and support you need to help understand their business. Most importantly a great client will understand that this video isn’t just about the product and or service they are trying to sell… it’s about their brand.

    Ultimately a clients brand should be the most important thing to them. Products and service are great at building trust in your brand (and making money) but to out last what ever your current offerings are and still be around in 20 years; your brand must be king.

    Please update this article and advise that clients please, please DO NOT write their own scripts :-)

    Thanks

    • You make a good point. When I was writing this post, I was thinking that it’s not hard for people to write their own scripts as I myself am able to do so. But I forget, most entrepreneurs don’t have a copywriting bone in their body…

  131. Pushkar Bhandari :

    Hi Neil,

    That’s an amazing post. Thanks for all the wonderful insights. Couldn’t agree more on writing your own script. I am sure a major part of crazyegg demo video script must have been your creative output.

    I agree with the industry’s obsession of keeping the videos short and almost every studio out there recommends the same. But, when your product is B2B, it’s actually difficult to convert by just putting up a cool short demo video.

    I am developing an e-learning product, and my script (which I wrote myself) comes down to around 700 words (which is about 5 min). Do you think this is too long or if there’s enough happening on screen, we can actually pull it off ? Rather than a sales pitch where you may miss on some points, how about a video that actually takes you through the history of education, future trends and market size,current challenges and the pain points and how our platform can benefit educators. All this wrapped up in 5 min ? I would like to know your thoughts on this. The longest product demo video I have seen is the SAP Epipheo video which is a little more than 3 mins, but certainly one of the best videos I have ever seen.

    You’re again spot-on #6. It is very important to A/B test your video. Maybe we can send you version A and version B for early feedback.

    Thanks!

    • It’s possible in the B2B realm. I do it purely for B2B. It makes no difference who you are targeting…

      As for the length, you need to get it to be shorter. 5 minutes is too long… should be 2 minutes at max.

  132. Hi Neil,

    It is interesting to see, how explainer videos creators started promoting themselves in comments itself, as to leverage the benefit of a well written and well ranked article. ;)

    I would just like to add that –
    All the points you made were perfectly stated.
    But you missed one example which is worth telling, that –
    Dropbox spent $50,000 to tell their story through an explainer video. It resulted in 5 million new customers and over $24M in revenue.

    Branding videos add value to the products/services people offer.
    And help businesses dive deeper in their target audience. :D

  133. Hi patel,

    It’s an interesting post and you showed the way to startup company of how the importance of explainer video.

    We also doing some of the explainer video in creative manner for our clients.

  134. Hey Neil,

    Its always great to follow on your helpful and thoughtful posts. I wanted to point out few things from my experience with producing explainer videos. Although I agree with you that the script is the very important piece in the production process, I still think the animation is the #1 crucial step. You could have the most amazing script but if the animation doesn’t bring it to “life”, then its useless.
    Something else which I am sure some of the fellow production companies here mentioned already is that the video should suit or at least match the platform its on. If the website is using a yellow theme, it doesn’t make sense to go for a blue themed video. While it may seem like its not a big issue, but these small details add a lot to the viewer’s experience.

    Thanks again for your great post and I’ll keep an eye for more!

    Cheers

  135. Most explainer videos of high quality, can usually be done within 1000-3000 USD and I am talking about some proper quality.

    You can visit us at 1explainervideo.com

    As well in regards to explainer videos.com

    Warm Regards,
    DIno

  136. wonderful publish, very informative. I’m wondering why the other experts of
    this sector do not notice this. You must proceed your writing.
    I’m confident, you have a great readers’ base already!

  137. Hi Neil,

    That was a cool article by the way :). However, the script isn’t as important as the video itself, while you have to make it balance between the video content and concept, script and the voice-over.

    The difference between freelancers and companies is company always and have standard of everything they do and when it comes to things client should complain about, companies have their address to be found :), it will give more secure warranty than just a portfolios and feedback.

    But of course that is just my thought, not meaning to hurt anyone’s feeling.

    Thanks,
    Selim

  138. i’d appreciate it if you can just suck it, shut up and stop pretending u know it all.

    Thanks

  139. Yes, the script is important, but if done well, visual communication can cement an idea. When the visuals can prop up the script, not just repeat it visually (literally) the viewer has more sensory attention paid to the video and will certainly retain and understand more.
    Some of the bigger companies charge a lot, not because they do a better job at animation, but because of all the work they do to understand a client’s story, their products worth, and can deliver a script that is compelling, informative and creative. Most (not all) potential clients are not writers. Doesn’t mean they can’t write a script, but in my experience, when they do, it is a weaker script than a pro could write. Of course, the writer does need to know and understand what your company does.

    Just my 2 cents. :)

  140. I agree with a lot of this, we generally recommend scripts of around 150 words which translates to around a 60 second VO. It makes you really think about what they key information is

  141. Neil,

    I would really like to thank you for this post. Although you wrote it about 2 years ago, but it still is the most comprehensive and informative guide of to-dos and not-tos which I followed word-by-word to write a script, got the voiceover done and the video created in about 15 days!

    One of the most important things that I realized while writing the script was that only a person who has actually worked on the product will best know the niche and pain points, the benefits and the precise reasons where a product would really help.
    I am cent percent sure that a copywriter would have done a more polished job. However, I think, if someone is really following your guide properly, there is no way to not have a good self written script – it might take more time though.

    If anyone wants to see the outcome of Neil’s lesson, here’s a link to the site:- http://www.paysketch.com

    or you can also watch it directly on youtube:- http://youtu.be/qiRscVQ_0eI

    Thanks a bunch Neil.

  142. Excellent post !

    But i think it’s up to the client to do the researsh and to a professional script writer to write the script, otherwise the client will end up writing something that will appear great to him but mediocre to his customer, it’s easy to write in english (for english speaker) but not obvious to write something creative that will really convert.

    ps : i do explainer video too http://www.videokracy.com ready to help !

    Ismail

  143. My startup Biteable.com let’s you create professional explainer videos for just $99

  144. May I simply say what a comfort to uncover someone who actually
    understands what they are talking about over the internet. You actually understand how to bring a problem
    to light and make it important. More people must
    check this out and understand this side of the story.
    I was surprised you aren’t more popular because you surely have the gift.

  145. There is certainly a great deal to find out about this topic.
    I love all the points you’ve made.

  146. I think all the points mentioned here can generate great results but I have a question Neil. Between animated videos and Live actors, which you think is best? I personally feel animation works good for people of ages. What you think?

  147. Wow! In thee end I got a weblog from where I
    be able to really get useful data regarding my study and knowledge.

  148. Very quickly this website will be famous amid all blogging and site-building visitors,
    due to it’s fastidious posts

  149. I’m not sure where you are getting your
    information, but great topic. I needs to spend some time learning much more or understanding more.

    Thanks for great information I was looking for this info for my mission.

  150. Hi Neil… and everyone else too :)

    Great stuff… but I have to say, finding a voiceover on Craigslist for $50 is a sure way to make what could be a great explainer video a really awful one. Yes, I am a voiceover talent and I do explainer narration (so I may be speaking with my interests in mind too), but I value my business… I would never look for someone to do something cheaply. You get what you pay for. Just fruit for thought.

    I narrate explainer videos and even work directly with clients who are looking to have one produced through a third party. I am happy to answer any questions through my website contact form at http://www.tomconklinvoice.com

    Thanks for getting this conversation going Neil.

    Tom

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