Product tutorial 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 tutorials simple and effective allowing you to apply the same principles to your own scripts.
Phase 1: Start with a clear objective and audience:
Before putting pen to paper, define the single most important action viewers should take after watching the video. Is it visiting your site, requesting a demo, or downloading a resource?
- Example: Apple’s objective in the video is to guide users to seamlessly trade in their old iPhones. This clarity sets the foundation for every instruction that follows.
Your target audience's needs: Imagine yourself in their shoes. What are their pain points with the process you're simplifying? How can your video offer seamless guidance?
- Example: Apple targets business professionals upgrading their employee devices. They understand time is precious and aim to alleviate any confusion regarding data transfer, iPhone prep, and trade-in logistics.
Phase 2: Open Strong and Set Expectations (0:00:00 - 0:00:15)
1. Start with a friendly face & clear value proposition:
- Script: "Hi, I’m [your name]." Immediately create a personal, human connection.
- Example: "Hi, I'm Jake" establishes a friendly tone in Apple's example before diving into technical instructions.
2. State the video's purpose:
- Script: In this video, you'll learn [the specific, tangible benefit/skill viewers will gain- i.e 'How to use [Product]' to achieve [desired outcome]. We'll explore [List the key steps covered].
- Example: Apple sets clear expectations – "in this video, I'll give you an overview of the steps to a seamless iPhone Trade In."
3. Preview what they'll be able to do after watching:
- Script: By the end, you'll be able to: 1. [Skill/Outcome 1] 2. [Skill/Outcome 2].
- Example: Apple explicitly points out three key steps and reiterates a smooth transition: "You'll back up your data, transfer your data to your new iPhone, and prepare your current iPhone to send in."
Phase 3: Break It Down - The Step-by-Step Process
1. Concise instructions & simple visual cues: Apple pairs each written instruction with clear on-screen graphics. For instance, in Step 1 "Open Settings” visualises the Settings icon on the phone screen.
2. Your script formula: "[Action verb + Object] then, [action verb] [additional details]."
3. For increased clarity, especially in complex actions, incorporate transition words: "Next,” “Once you’ve [completed action],”"While you’re [current action in progress] – similar to how Apple guides users on simultaneous actions: "While you're backing up, turn on and activate your new iPhone.”
Phase 4: Build in reassurance ( 00:01:20) & anticipate questions
Highlight support: Like a good friend, reassure that help isn't far away. Let viewers know precisely where they can get assistance if necessary.
- Script: "Our team is standing by to help - reach out [Provide specific support channels] should you have any questions. You can directly...[List 2-3 concise contact points - specific emails, knowledge bases, or in-person options].
Phase 5: End Strong and Call to Action
Recap & transition phrase: Use conversational phrases phrases like “Now that you…,” “And there you have it”— to wrap up steps taken. Then use another quick transition phrase into the action viewers should do next.
Make your specific "ask" clear:
- Script: So, are ready to [Rephrase end benefit - "trade in your device" --> achieve smoother onboarding ", enhance [X] part process?] Click the link below!”
- Place a clear and prominent call-to-action. Ensure the language compels action that supports your initial objective (driving traffic, contact, etc.)