Product explainer script template and breakdown - Apple example
Written by, Sergey Ross (Co-Founder at Sway One)
Overview
This framework breaks down the elements that make Apple's B2B explainer videos so effective, allowing you to apply the same principles to your own scripts. We’ve made it into a practical guide.
Phase 1: The Hook (0:00-0:20) Objective: Grab the viewer's attention, establish relatability, and introduce the problem your product solves. Apple's approach: They open with a relatable scenario – the growth of a small business. This immediately resonates with the target audience.
- Example: "When you work at a small business, IT can be a big deal. At first, there were just a few of you. Until one day, there were 50. And 50 people could mean 150 devices to manage." [you can also try question hooks, stats & facts, “what if” depending on your context]
Your Framework: 1. Start with a relatable scenario: Think about your target customer's daily life. What challenges do they face? What are their pain points? 2. Highlight the problem: Use simple language to articulate the specific issue your product addresses. 3. Create a sense of urgency: Show how this problem impacts their business negatively.
Phase 2: The Solution (0:20-0:30) Objective: Seamlessly introduce your product or service as the solution to the problem. Apple's Approach: They introduce Apple Business Essentials as the answer to the IT challenges faced by growing businesses.
- Example: "That's where we come in. Introducing Apple Business Essentials. It makes managing Apple devices as easy as using them."
Your Framework: 1. Transition smoothly: Use a phrase like "That's where we come in" or "Here's how we can help" to connect the problem with the solution. 2. Name your product/service: Clearly state the name of your offering. 3. Deliver a concise value proposition: In a single sentence, explain the core benefit of your product/service, emphasizing how it solves the problem.
Phase 3: Show, Don't Tell (0:30-1:00) Objective: Visually demonstrate the benefits and features of your product in action. Apple's Approach: Through a fast-paced montage with upbeat music, they showcase the ease of use of various features like setup, onboarding, backup, and security.
- Example: "First, save time with setup. [CLICK] Well, that was fast. From there, onboarding is as easy as logging in. And you can back up using iCloud! Easy. Not to mention there's built-in security, 24/7 support with AppleCare, [MESSAGE SENT TONE] and repairs when you need them. Plus, it's easy to get replacements and update devices."
Your Framework: 1. Choose visuals carefully: Select or create visuals that clearly illustrate your product's benefits in a compelling way. Remember to focus on benefits and not features. 2. Focus on user experience: Show how easy and intuitive your product is to use. 3. Highlight key features: Use on-screen text or voiceover to explain each feature briefly and clearly. Maintain a fast pace: Keep the audience engaged with a quick and dynamic visual flow. 4. Keep in mind: Focus on Benefits, Not Features: Instead of simply listing features, highlight how your product/service will solve your audience's problems, make their jobs easier, or improve their bottom line.
Phase 4: Reiterate the Value (1:00-1:20) Objective: Summarize the overall benefit and reinforce how your product makes life easier for the customer. Apple's Approach: They emphasize the feeling of having a dedicated IT department without the actual overhead.
- Example: "It's like having a big IT department without having a big IT department. So no matter how much the business grows, we're here to make it easy every step of the way."
Your Framework: 1. Use an analogy or metaphor (optional): If appropriate, draw a relatable comparison to emphasize the value proposition. 2. Highlight the long-term benefits: Show how your product continues to deliver value over time, even as the customer's needs evolve. 3. Reassure the customer: Emphasize your commitment to their success.
Phase 5: The Call to Action (1:20-1:30) Objective: Direct viewers on what to do next. Apple's Approach: They end the video with a clear and concise call to action – the name of the product.
- Example: "Apple Business Essentials."
Your Framework: 1. Keep it simple: Tell viewers exactly what you want them to do (visit your website, download a guide, etc.) 2. Use a strong visual cue: Include a website URL, QR code, or other clear visual elements.
- “If you'd like to dive deeper/learn more about [specific aspect mentioned in video], we have a comprehensive guide available for download in the description below”.
4. Keep in mind: Apple did not include a typical CTA here and while it may work sometimes, in 90% b2b cases it’s better to clearly state what you want viewers to do next.
Key things to remember: 1. Use transitions to maintain flow: Smoothly connect different sections of your video with transitional phrases to guide viewers through the information.
"Now that we've covered [Point 1], let's move on to [Point 2]." "Speaking of [topic mentioned earlier], here's how you can [apply it].”
- Moving on, the next step is to…
- Once you nailed XYZ, you can move on to the next step
- We’re almost done; the final step is to XYZ
2. Maintain conversational tone: Write as you speak, using clear and concise language that your audience will easily understand. Avoid jargon or technical terms unless absolutely necessary (and define them if you must). 3. Keep it specific: Keep it concise and avoid jargon. 4. Focus on the "why": Always relate features back to the benefits they offer your customer. 5. Don’t make it too long: Aim for a video length of 60-90 seconds to maintain viewer engagement. 6. Align audio and visuals: Ensure that the voiceover and on-screen visuals work in tandem to tell a cohesive story. By following this framework and drawing inspiration from Apple's storytelling, you can create effective B2B explainer videos that resonate with your target audience and get results. What else to keep in mind: - Go through the process yourself before writing the script. It’ll help you to refine the flow. - Don’t forget to consider software limitations across devices, subscription types, resolution and things like that. - It’s a great idea to read your script out loud a few times to see how it sounds. Often revisions will be necessary to make it sound perfectly natural. - Get feedback before recording the video.