Teaching Others To Explain

For the last 7 years I’ve been producing explainer videos for some of the top silicon valley startups as well as for companies on every continent, except Antarctica.

Today, I want to share with you the framework I use to create my videos.

When I started making videos not that many companies were using them, now you see them everywhere.  
It’s such a powerful marketing tool and I’ve had clients double and triple their landing page conversions just from adding a new 90 second explainer. This can equate to thousands of dollars of new revenue over the course of a year.

Explainer videos act as salespeople on steroids. A good salesperson needs to be able to explain what you do in a clear, concise, and convincing manner. A proper explainer video does exactly that but it can be out there doing it for you on your website 24/7.

The success of any video, even a movie, depends on a good script!

The script is the foundation of the entire piece. If it’s not solid then there’s no saving the video. Each video I create at my company has to have this solid foundation, but we make tons of videos so we also need a repeatable framework. Even when I’m working with different writers I make sure they stay consistent on a structural level.

There are several steps in the production phase, the script is only the first step. Afterward, there is the storyboard, the voice over recording, the style frame illustrations, and then the animation phase. After that, we’ll add in sound effects and music.

For videos under 2 minutes this whole process beginning to end takes about 4-6 weeks. So if you’re planning a longer video it may take more time. I know this may sound like a lot of work, but it’s absolutely worth it.

Typically these videos will cost between $5,000 to $10,000 in total production costs if you’re working with professional partners throughout.

The challenge with creating your video script is that you have to be concise, convincing, and engaging in a short amount of time. We use a framework that has 5 parts and 3 acts to it. Here’s our model:

Part 1: The video has to address what problem the company is solving.
Example: If you’re an affordable airline you need to talk about how most flights are overpriced.

Part 2: Then we explain what our solution is.
This is where you differentiate yourself in the market.

Part 3: We explain how our solution works.
You don’t need to go into detail, just the general concept.

Part 4: The wrap up.
Finish the story you’ve started in Part 1.

Part 5: The call to action.
In other words, what’s the next direct step we want them to take.

We fit these 5 steps into a 3 act structure, similar to how most movies work.

In Act 1 we introduce the problem, Act 2 is where we reveal our solutions and the third Act is where we bring it all together.

By creating a story that is highly relatable you can hook the viewer into your world and show them the value of your business.


Action Steps

  1. Introduce the problem that your business solves right away in your script.
  2. Then reveal your unique solution to the problem.
  3. Explain the basics of how you actually go about solving the problem.
  4. Wrap up the storyline that you opened with in Step 1.
  5. Provide a strong CTA that gives the viewer the next direct action they need to take to work with you.


Result You Will Achieve

Explainer video scripts that convince your audience on the value of your business.

Mentor: Miguel Hernandez

Founder of Grumo Media with million views attained for his clients. Miguel Hernandez has produced marketing videos for with many Fortune 500 companies including Microsoft and Walmart and dozens of top Silicon Valley startups.

This article is based on an EHQ interview with the mentor.