Write a Video Script for a Product Demo or Explainer Video

1. About this Class: If you are a content writer or a copywriter, one of these days, someone is going to ask you to write a script for a product demo video or an explainer video. When they do, what will you do? I ask because scriptwriting is a unique form of writing. Because you don't just determine the words that someone is going to say in the video, either on camera or as a voice-over, you also determined what your viewer is going to see and you determine what your viewer is going to hear a video script writing involves these three things, words, visuals, and sounds. You control all three. And you exercise that control in your script using a set of common commands and video production terms. For the video production team. To turn your vision into reality, you must tell them what to say and how to say it, what to shoot, and how to shoot it, and what sound effects and music to include and how to include them. Hi, I'm Alan sharp and welcome to my course on how to write a video script for a product demo or explainer video. I designed this course for content writers and copywriters who need to master this unique visual medium. In this course, you learn every step to take to write a video script from scratch. You learn the basic structure of all product demo scripts, the production terms to use in your scripts, and the format you should follow in your script. You learn how to write for the ear, how to think visually, how to tell a story, and how to write the three parts of every video script. That's the intro, the middle, and the outro. Look over my shoulder as I start with a blank screen and write a product demo script from scratch, guiding you every step of the way. Learn two things you must do. The blunders you must avoid, and the best practices you must follow to make your product demo, video script or explainer. Video script, awesome. And effective. I wrote my first script in 1989 before video marketing was even a thing. I have been writing, shooting, editing, and producing product demo videos as a one man show for more than eight years. In this course, I'll show you all that I've learned along the way. The hardware. If you need to write scripts for product demo videos or explainer videos. And if you want your scripts to be clear, engaging, compelling, and effective, take this course. Check out the detailed course description below. Watch the free preview lessons. Read the reviews from my satisfied students, then enroll now. 2. Anatomy of a Video Script: If you are sitting down to write the script for an explainer video, you must first understand the task before you. Scriptwriting is a unique form of writing. As a content writer or as a copywriter. You are used to working with words. But when you write a script for a video, you are forced to think visually as well. You not only have to write the words that are said in the video, you also have to describe the visuals that appear on the screen and the sounds that come out of the speakers. So let's take a look at a script for an explainer video or product demonstration video. Let's do an anatomy of a typical script so that you understand what you are about to write, so that you are prepared for this unique type of writing assignment. This is what a video script looks like. It consists of two columns side-by-side. The left column is labeled video, the right column is labeled audio. As we scroll down through the script, we see that the left column contains descriptions of what will appear on the screen. It features directions and recommendations about the images, video footage, and other visuals that will appear in the video. Likewise, the right column contains the words that will be spoken and the sounds that will be heard during the video. These words might be delivered by a spokesperson who appears on camera, or they might be voiced by someone who never appears on camera. You only hear their voice. The right column also features the sounds that will be heard during the video, such as music and sound effects. Your job as a script writer is to fill these two columns from top to bottom. What you write at the top will be what appears at the start of the video. And what you end up with is what will appear at the end of the video. As you can see, the script is divided into multiple numbered segments or rows. There are essentially seven components of every video scripts. Or to put it another way, there are essentially seven things that you as a writer can include in your video scripts. These components fall into three main categories. Words, visuals, sounds. First up is words spoken. You write out the words that your video spokesperson or voice-over actor speaks during the video. Then there is information about those spoken words. You explain who says the words when they say them and how they say them. Next up is visuals that appear on the screen. Visuals include video footage, screen captures, still photos, illustrations, diagrams, graphics and text. If you're a viewer can see it, It's a visual, then you have information about those visuals. You describe the type of framing you want for a shot. You describe if the shot involves camera movements such as panning or tilting or zooming. You also give directions on transitions between visuals such as the type of dissolve that you want to use. Next up are sounds. Sounds are anything that the viewer hears that are not spoken language. And explainer videos, sounds consists primarily of sound effects and music. Then there is information about those sounds. You name the sound effects or you named the music track. You describe when these sounds up here and for how long, if needed, you describe how these sounds should be mixed with the other audio tracks. In the video. The seventh and final component is time codes and cues. You give directions on the duration of visual elements when they appear in the video timeline where the visual appears on the screen and so on. You will notice in each column, what is said or what is displayed is written out in sentence, case, and directions about who says the words or how a visual appears are written out in all caps. Now, all of this might seem overwhelming. You might be terrified at the thought of having to write a script that tells the camera operator to open on a wide shot to zoom in and then pan left. Or you might be at a loss for how you're going to give instructions about which sound effects to use or what music to play during the video. So take heart. Script writing for product, demo videos, and explainer videos rarely involves this level of detail. Most of the time, your company or your customer takes care of finding and shooting the video footage and sourcing sound effects and music. Your job is simply to make suggestions and to give simple directions. For example, sometimes you will be writing a script for a video that has already been shot and assembled. You are simply writing the voice-over track. Other times, you will have creative freedom about what appears on the screen, but you'll leave decisions about camera angles and camera movement to the video production team. This will become more apparent as you and I progress through this course. You will see that your job is primarily to write the words that are spoken during the video. But you are also required to describe the visuals that will accompany your words and to describe the sounds that accompany those visuals. You may only do this in brief and not in great detail, but you must give directions on visuals and sounds all the same. In short. To write an effective explainer video script, you need to master words, visuals, and sounds. You decide what will be said, By whom. You describe what will appear visually on the screen, and how you explain what sounds will be heard and when. This is what makes video script writing so challenging, you have to think linguistically as you're used to, but also visually and orally at the same time you have to write for the ear and for the eye at the same time, it sounds difficult, I know, but I know you're up to the task. 3. Video Terminology: The key thing to know about writing video scripts is that you don't just write words. You don't just determine the words that someone is going to say in the video, either on camera or as a voice-over, you also determine what your viewer is going to see, and you determine what your viewer is going to hear. Video script writing involves these three things, words, visuals, and sounds. You control all three. And you exercise that control in your script using a set of common commands and video production terms. For the video production team. To turn your vision into reality, you must tell them what to say and how to say it, what to shoot, and how to shoot it, and what sound effects and music to include and how to include them. You will remember from the first lesson that a video script looks like this. Two columns side-by-side. The left column describes the video side of things. That is what your viewer sees. The right column describes the audio, that is what your viewer hears. You will see that some parts of the scripts are in all caps. These are the directions that tell your video production team how to render the words, the visuals, and the sounds in your script. The words in all caps are the directions, the instructions that you give for how the video should look and sound. So let's look at these directions and instructions. I'm going to introduce you to the most basic and most common instructions that you are going to use when writing an explainer video script. Let's start with sounds. In the right column. You are going to write the words that someone is going to say in the video. The first thing you must do is describe who says what. You do this with a term called character. You type the name of the character, in this case the speaker in all caps, and then put the words they say after their name, like this in sentence case. Here you can see that Belinda Sampson says this sentence whether you are a service account manager, a hub service manager, a field service manager, and so on. And you can see from the left column that she says this on camera, looking like this at the camera. Sometimes the person who speaks the words in your video doesn't appear on camera. This soundtrack is called a VoiceOver. Voiceover simply means a Voice narrates part of the video with the speaker not visible on the screen. You specify this in your video script with the abbreviation V. In our scripts, you see that our video opens with an establishing shot of an office and with a voice saying, as a member of the Simpson manufacturing customer service community, you know that delivering awesome customer service is a team sport, unquote. Explainer video script is likely going to have just one narrator. But if you have more than one, you must name each one. Anytime they say something. You do this by inserting their name into the script in all caps on a separate line. So that's it for words. Now, onto visuals. In the left column, you describe the visuals that appear on the screen. This includes moving visuals such as video footage and static visuals such as charts and graphs. The first term is establishing shot. An establishing shot shows you where your video takes place. This sharp might be the sign on the highway that says welcome to Denver, or it might be an aerial shot of a manufacturing plant. So you know that that's where things take place. The next term to know is B-roll. B-roll is any footage that isn't the main action. For example, if you're on-camera spokesperson is describing how your company delivers great customer service. You can insert B-roll footage that shows your customer service reps inaction while your spokesperson is speaking in your script. Describe this B-roll like this. Simpson manufacturing field service engineer, on-site finishing job, shaking hands. Next up is montage. Montage is a sequence of short video clips that show one or more characters completing a series of actions. These clips work together to convey an idea or concept more effectively than you can by using just one solitary clip. Then there are graphics. A static image on the screen such as a photograph or a diagram is called a graphic. Images that move or that are animated in some way are called motion graphics. Another type of graphic element is the lower third. Lower thirds, or any graphic or animation in the lower third of the video frame. These typically give the name and job title of the person on camera. Then there are titles. Titles are the words that appear on the screen, often laid on top of the video footage to help emphasize points in the video. These titles are also called supers, which is short for super imposed titles look like this. With visuals. You do not only tell your video production team what appears on the screen, but also how it appears. This means you tell them three things. Camera framing, camera movement and transitions if needed. Sometimes you don't have to do this. With camera framing. You tell the camera operator if this is a long shot or a wide shot or a close-up shot. For example, you may say to open on a medium shot of a piece of equipment and to then cut to a close-up shot of a part of that equipment. With camera movement, you describe how the camera moves during the shot. Some of the most common camera movements are pans, which are left to right, tilts, which are up and down. Dolly shots in which the whole camera moves in or out. Trucks in which the camera moves sideways and zooms in which only the lens zooms in or out. The transitions are the ways you cut from one visual to another. The most common transitions are dissolves, where the transition between the two images blends for a fraction of a second, fades, where the image fades to a solid color, typically white or black wipes, where one image pushes another one off the screen. And simple cuts or the transition goes simply from one image to the next, or one video clip to the next. Finally, there are sounds and videos scripts. You define special effects and music. You define sound effects by typing S f, x for special effects into your scripts and then defining the effect. For example, you might specify that you want ambient office sounds to play while a piece of B-roll is playing. Or you may want the sound of typing to be heard while a clip of someone working at a keyboard is playing with music, you name the piece of music that is to play. Sometimes all you need to do is specify the type of music and the video production folks find the music. For example, you could specify that you want upbeat music or dramatic or acoustic guitar. What sounds? You also give directions about how these sounds are heard and for how long. With music. For example, you might type music under, throughout, meaning, play a music soundtrack under the sound of the narration and play it for the duration of the video. That's it. For video production terminology. Some of these you will use in every script and other terms you will rarely use, if ever. But you need to know the tools at your disposal before you start building your scripts. And before you start building, you need to first discover a few things. Discover what they are. In the next lesson. 4. What to Know Before You Start: Video script writing is one of the most difficult types of copyrighting or content writing. There is. With script writing, you face more constraints and have to consider more factors than you do with any other kind of writing. You'll remember that when writing your script, you not only have to write the words, but you also have to say who says them. And when. You not only have to decide what appears on the screen, but also when it appears and how it appears. And the same goes for sound. You not only have to describe what sounds are heard, you also have to stipulate when they are heard and for how long. To make all of these decisions, you need to know a number of things before you sit down to write your scripts. Actually, you need to know eight things. First on your list is the goal of your video. This course is about how to write a script for an explainer video or a product demonstration video. But what is your goal? Your goal to explain how the product works so that someone buys it? Or is your goal to explain how to operate a product that your customer already owns. The goal of your video determines the content and the length of your script. Next up is the length of your video in minutes. Naturally, the longer your video, the longer your script has to be, which means more writing for you. But the length of your video also influences how many people you have to interview and how many locations you need to visit, and how much research you need to conduct, and how many scenes you need to shoot. How many features you must demonstrate, how many steps you must describe, and lots more. Then there's your audience. You need to know who will be watching your video and business-to-business videos. Your viewer is a business owner or employee. Your viewer is also either a potential customer or an actual customer. And finally, your viewer is either a business buyer or a technical buyer. The business buyer wants your video to showcase the business benefits of the product. While the technical buyer wants you to showcase the technical performance of your product. A fourth thing you need to know is the availability of B-roll. If someone on your team has already shot the B-roll, that will be featured in your explainer or product demo video that you are going to be writing your script to that B-roll. But if you have no B-roll, your job as the script writer also includes giving directions on what B-roll footage your team has to go out and shoot or go online and buy. The same goes for images. If your explainer video is going to include images of software dashboards or product parts, or diagrams or blueprints. You need to see these before you start writing. You need to know how many of them you must include in your video. Now what applies that B-roll and images also applies to screen casts. If your product demo video of features, video recordings of what appeared on a computer screen. You need to know if this footage exists or if your team has to record it, then there is access to a subject matter expert to write an effective scripts for an explainer video or product demo video, you typically need to interview an expert to explain the product to you or to demonstrate it for you and to tell you what they are doing as they're doing it. Before you start writing, you need to know if such an expert is available for you to speak to. And when. Finally, the eighth thing you need to know before you start crafting your video script is access to product literature. There are going to be product specification, statistics, facts and figures, and other information that you need to include in your script. You need access to all of this material before you start writing. Once you know the answers to these eight things, you are ready to take. The first step in writing your product demo video. That first step is getting a guided demo of your product. See you in the next lesson. 5. Take the Guided Tour: One of the primary reasons that companies right shoot and produce explainer videos and product demo videos is scalability. Companies have a finite number of salespeople, which means they have a finite number of minutes in each day that they can devote to demonstrating their products. Videos that explain or demonstrate a product, free up salespeople to work on other tasks. Another primary reason for the popularity of explainer videos and product demo videos is reach. A company with an effective demo video on its website can reach potential buyers around the world 24 hours a day. They can demonstrate a product to any potential buyer anywhere, anytime. The key thing to remember here is that you, as the script writer, are replacing a salesperson. You are writing a script for a video that does the job that the salesperson would do if they could work 24 hours a day and be everywhere in the world at the same time. In other words, you have to write a script that says what the salesperson would say and demonstrates the product features and functions the way the salesperson would demonstrate them if they could. The only way to do this effectively, to have a salesperson give you a live guided tour of the product you are writing about. You need to get a salesperson or a subject matter expert to explain the product to you, to demonstrate the product to you, so that you can write your explainer video or product demo script. Here are some tips for making this happen. Number one, record the demo. The most important thing you must do is record the demonstration. If the demo is of a software product, do the demo over Zoom or Microsoft Teams and record it. Record everything that's salesperson says and everything they demonstrate. If the demonstration is of a physical product, record the demonstration. Use your phone or a video camera to record everything that salesperson says and every thing they demonstrate. You need to record both the audio and video for a number of reasons. For one thing, many salespeople talk at a 100 miles an hour. You can't possibly keep up with them by taking notes as they speak. You need to record everything they say. And secondly, while the salesperson is talking, they will be pointing to the product, cooking things, turning dials, moving switches, pulling leavers, and so on. You need to remember every action they took, everything they demonstrated, and you need a video recording to do that effectively. Number to take notes during the demo. While the salesperson is talking and demonstrating the product. Take notes, jot down the categories of what the salesperson is saying. Don't write down the particulars. Just take note of the main topics of the product demonstration. What you need is an order for your video. And you get that order by writing down all of the major things that the salesperson demonstrates. For example, if the product demonstration video script you are writing is for a software application, the salesperson will likely start with an overview of the dashboard or the homepage and then demonstrate the first module and then the next module all in a logical order. To take note of this order. If the explainer video script you are writing describes how to set up a piece of equipment. Then there's going to be a logical order to a sequence of steps to follow. Note down these major steps. Don't write down the particulars and the details of what to do at each step, just name the steps themselves. Number three, ask questions. One rule for watching a product demo is to not interrupt. That's common courtesy. But another rule, to never let a salesperson or subject matter expert demonstrate a feature or function and then move on rapidly to the next one. While you still have unanswered questions about what they just said or didn't say. Ask questions when the salesperson moves a lever or pushes a knob, ask them why. Ask them when asked them how they did that. Make sure you understand every part of the product demo by asking questions, lots of questions. Ask the salesperson the questions that viewers of the demo video would ask if they were with you at the moment. If something is unclear to you, it will likely be unclear to your viewers. So ask questions to be sure you understand. Number four, get the demonstrator to translate features into benefits and vice versa. If you take enough product demos, you will discover that subject matter experts tend to demonstrate features, features, features, but describe few benefits. And salespeople tend to sell benefits. Benefits, benefits, but don't point out too many features. Your job as you watch and record the product demo is to ask the salesperson doing the demo to translate every feature they mentioned into a benefit and every benefit they mentioned into a feature. You need to do this because not every feature is obvious. Not every benefit is obvious, especially when demonstrated visually in a video. For example, imagine that you are writing a script for a product demo video for a riding lawn mower. The salesperson gives you a guided tour of the mower. He points to the steering wheel and says this mower has a unique hydraulic wheel drive system. Now that of course, is simply a feature. What is the benefit? So you asked your salesperson to translate. Oh, he says the mower has a unique hydraulic wheel drive system that lets the mower rotate on its own axis. It gives them more a 0 turning radius so that it can navigate even the smallest of spaces without the operator having to drive back and forward, backward and forward to make a tight turn. The same thing applies if the salesperson simply tells you about the 0 turn benefit and leaves it at that. Ask them to translate. How exactly does this mower achieved that benefit? Well, salesperson replies, this mower achieves 0 radius turns because of a unique product feature. It's our patented hydraulic wheel drive system. Don't let the salesperson speak in features only or benefits only. Always get them to translate. Number five, create a shot list as you go. The other thing you do during the demo is create a shortlist on the fly. You will find that salespeople and subject matter experts sometimes describe functions of the product that they don't demonstrate. If these functions are going to appear in your video. You need to make a note to go out and shoot video footage of those functions. You do this with a shortlist, which is a document that tells your camera crew what to shoot and how to shoot it. Number six, ask for the order. The final thing you should do to have a successful product demo is to ask. So what? Throughout the demo, ask the salesperson or subject matter expert why a potential customer should care about that feature or will care about that benefit. Your goal is to get your person to articulate the most important things about the product. In order of importance. If you are writing an explainer video, you must discover which steps and stages you must include in your video and which ones you can leave out and not mentioned. If you are writing a product demo video, you must discover which features and benefits you simply must include in the video and which ones you can omit. You need to know the order of importance as well with an explainer video, the order is usually determined for you. If you are showing how to perform a task, for example, then the order of your video will be the order of the tasks, one after the other, in a logical sequence. But if you are writing a product demo script, than the order of your video should be the most important features and benefits first, then the second most important ones and so on. These may not be obvious to you. So you must ask the person conducting the product demonstration to rank them for you. That way, your demo video, we'll present the most compelling features and benefits right from the start. Once you have completed the live product demo and once you have your recording of the event, you are ready for the next step, which is turning your recording into a transcript and then turning your transcript into a script outline. That of course, is the subject of the next lesson. See you there. 6. Turn Your Demo Transcript Into an Outline: The fastest, easiest and most effective way to write your script for a product demo video or explainer video, is to get someone to give you the demo, record, the demo, transcribe the recording, and then turn that transcript into an outline. Or to put it the other way around. The fastest, easiest and most effective way to write this script or a product video or explainer video, is to work from an outline. You create this outline by parsing the transcript of the recording you made when you watched the live product demo. In this lesson, we're going to look at how to turn your demo transcript into an outline. When I say transcript, I'm talking about a word for word transcript of everything that person's said while demonstrating or explaining the product to you in the order that they set. You'll remember that this transcript is of a video recording that you made during the live product demo. That video recording contains everything that demonstrator demonstrated visually and everything they said verbally. Your transcript is going to look like this, as you can see it as a verbatim account of everything that demonstrator said. The transcript contains no headings, no paragraphs to speak of, no highlights. It's just one long document that tells you everything that the demonstrators set. Notice that the transcript also has timed codes. These time codes tell you in hours, minutes, and seconds when in the demo, the demonstrators said each thing. This is really helpful when you come to outline your script because these time coats tell you where to look in your video recording of the demo to see what the demonstrator was showing at that particular time. Your first order of business is to give this transcript some order. The person who conducted the product demonstration, the one you recorded, likely followed some sort of order. They likely follow a logical order, a sequence explaining the product in demonstrating the solution in an order that made sense to them. So this is where you start find each segment of the demo, each part of the video that deals with a particular feature or function. And set that off with a heading. Work your way through the transcript, inserting new headings. Anytime the demonstrator starts demonstrating a new function or feature. Below each heading, insert the starting timecode and the ending time code so that you can easily find this segment of the demo recording again. Then go through the transcript and remove the multiple time codes and remove the line breaks so that your transcript appears in paragraphs. When you are finished, your transcript will look like this. It will be in the order of the recording, but it will now be divided into sections or segments. Each one dealing with a feature or a function of the product that the demonstrator explained, demonstrated. If you want, you can number each heading to make each section of the demo easy to identify and discuss with your team. Next, open a new document in Microsoft Word. Give it a title that describes the script and type the word outline at the top. Then consult your transcript and look for the segment that you want to include in your script. There are three things to bear in mind at this stage. The first is that the transcript you are working from is likely too long to turn into a product demo script. Likely has way too many words in it, because the demonstrator likely covered more features, more functions, more benefits than you can include in your video script. Secondly, there will be places in the transcript where the demonstrator fumbled or odd or went down a rabbit trail, discussing some obscure fact are telling a customer story that doesn't belong in your scripts. This means there will be parts of the transcript that you can't use it. Finally, the transcript will most likely not be in the order that you need to follow in your product demo video script. My experience of life product demo presenters is that they tend to wander, hop about a fair bit. Salespeople tend to start off well, but they get distracted. They switch from one feature to another in a haphazard way. Yeah. Yes. They show you everything you need to see, but they do it in a disjointed ad hoc way. Sometimes some salespeople are better than others, of course in some even follow their own outline or script. But if your results are like mine, you will be looking at a transcript that needs some serious rearranging. As you can see, we have our transcript open on the left and our outline open on the right. So the first thing you must decide is what you must include in your script and what you should leave out. You make these decisions based on the goal of your video and what you know your viewers need to get from it. Also your timeline. So start by copying these needed sections from your transcript and pasting them into your outline. Go through the entire transcript from top to bottom. When you find a section that you need to include in your script, copy it from the transcript and paste it into your outline. Next, script, outline, some order. If you are writing a script for an explainer video, you need to follow the order that helps you explain the product or service in the clearest way and the most logical way. If you are writing a script for a product demo video, you need to follow the order that makes most sense. In that case, which is generally to start with an introduction or an overview and then dive into specific features and functions. The final thing you need to do when giving your outline in order is to think of your viewers attention span. The rule you should follow is to put your most important features and your most attractive benefits at the start of your scripts. And to place the less important features and benefits later on in the script. You want to make sure that anyone who starts watching your video but doesn't watch right to the end and this does happen. You make sure they get to see and hear the most important messages you want to communicate. This means you don't build slowly to a climax the way you do in a movie script, In video script writing for product demo videos and explainer videos, you never build up slowly. You fire your largest cannon first. You open with a strong visual and a powerful message. You grab attention and you deliver as much value as you can early on, right from the start. This requires you to shuffle your outline. You will take points that are initially near the top of your outline because that's when the salesperson said them and you're going to move them further down in your script. You're going to take things that the demonstrators said near the end of their demo when they thought of them, when they remembered them. And you're going to move them up near the top. The best way to do this is with the outlining function. In Microsoft Word. As you can see in outline view, word shows you everything in your outline, every heading and every paragraph. But if you assign heading styles to your outline, you can display or hide multiple levels of your outline. For example, you can show just the top-level heading, the heading one. Or you can show heading one. Heading two only. When you display just the headings where it takes all of the paragraphs that belong under those headings and hides them. You rearrange the order of your outline by viewing just your headings. And then moving these headings either up in your outline or down when you move a point from one area of the outline to another, all of the paragraphs under that point that is under that heading, go with it. When you are finished, you will have an outline that looks like this. You will have headings that outline the content and the order of your scripts. And you will have time codes that help you find the visuals in your video recording to accompany each point you make. This brings us to a final point. You may discover that your company or your client wants you to outline your video script visually. They may not want a simple outline like this, one that describes an outlines the video with words only. They may instead want you to show them what the finished video will look like. But just an outline form. The traditional way of doing this is with a storyboard. In film-making, a storyboard is a sequence of drawings, typically with some directions and dialogue representing the shots planned for a movie or television or video production. You can storyboard your video script. In this way to just opened Microsoft PowerPoint, create a slide for each segment of the outline. Insert an image that depicts what will be on the screen during that segment and include a few words to describe the segment. Do this for every segment or every sequence in the video, and you will show visually what your outline shows with words. In PowerPoint, change the view to Slide Sorter. And you see why this is an effective way of communicating the outline of your video script before you write it. A storyboard like this helps you get buy-in and approval for the direction you are proposing for your script. Once you have that approval, you are ready to start writing your script starting with your introduction. And that is the topic of our next lesson. 7. Write Your Intro: Every product demo video and explainer video consists of three parts, the intro, the body, and the outro. The intro is the introduction. It introduces the product you are demonstrating or the topic. You are explaining. The body or the middle of the script, demonstrates the product and gives explanations and the outro, summarizes your points and reaches a conclusion, and then asks the viewer to do something. For the next couple of lessons, you and I are going to write a script for a B2B product demo video. Our product is the Roto rake, the hydraulically driven power rake by reached industries. Just to give you some context, we have visited the manufacturer and the owner has given us a live demonstration of the product inaction. He has pointed out every feature and described every benefit. He has shown us how the product works, and he has demonstrated how to set up the implement for operation. During that live demonstration, we recorded the owner as he talked through the demonstration. We asked lots of questions. We took notes, and we compiled a shortlist. That is, we compiled a list of shots that we want our camera operator to take to capture the machine in action in the final video. Now it is our job to take our transcript of our product demo recording, turn that transcript into an outline, and then turn that outline into a video script. For the sake of brevity, let's assume that we have already written the outline and that our client has approved it. In this lesson, we are going to write the video intro. We're going to follow some proven rules for writing powerful video intros. The first rule for starting a product demo video is to open with action. Don't open with a still image. Don't open with a shot of the product. No matter how beautiful the cinematography. If that product is just sitting there doing nothing. Instead, open with action. The second rule for writing intros for product demo videos, unexplained our videos is to provide context. You must immediately let your viewers know what they are seeing on the screen. The third rule for intros is to grab attention. You must grab attention with your visual and grab attention with your audio. In other words, you must grab attention with what your viewer sees. And you must also grab attention with what your viewer hears. Here's our Word document, blank at the moment. Here are our two columns. The one on the left is for video and the one on the right is for audio. So this is how we write our intro. In the video column, we open on an establishing shot of the Roto rake in action attached to a tract skid steer moving towards the camera on a gravel road at full rpm. Over the video footage, we superimpose the name of the product and the name of the manufacturer. In the audio column we write the Roto Rake from reached industries is a hydraulically driven power rake. It has a working width of 84 inches and it's perfect for pulverizing soil, leveling topsoil and gravel and creating ditches and Swales. Since these words will be voiced by a trained professional voice actor who doesn't appear on camera. We make this plane by describing that these words are spoken by a spokesperson as a voice over a V O. We want this video to have a music soundtrack. So we state that in the audio column. We say we want music under throughout. In other words, we want a music soundtrack at a lower volume, the voice-over, and we want it running for the length of the video. Notice that this video opens with action. It shows the product at the very start of the video in motion. And notice what we say about the product in just 33 words. It's called the Roto rake. It's from reached industries, a well-known manufacturer. We tell the viewer something they can't know just from the visuals they are seeing. And that is that this power rake is hydraulically driven. We tell the viewer that the power rake is 84 inches wide, the industry standard for rakes of this kind. Then we describe how the rhetoric is perfect for the three functions that buyers say are essential and a power rake, namely pulverizing soil, leveling, topsoil and gravel and creating ditches and Swales. As you can see, we grab attention with the product and action. And we grab attention by telling the viewer that this power rake is hydraulically driven and that it does all the tasks the buyer needs it to. Competing products. Don't. This is what our intro looks like and sounds like when it shot, voiced, edited, and rendered. The Roto Rake from reached industries is a hydraulically driven power rake. It has a working width of 84 inches and is perfect for pulverizing soil, leveling topsoil and gravel and creating ditches and Swales. There. That's our intro in the bag. 33 words for a total running time of around 15 seconds. Next, we move on to the next stage in running our script, which is crafting the body. 8. Don’t Describe What Viewers Can Already See: Every B2B product demo video and explainer video consists of an intro, a middle, and an extra row. The middle is where you do the majority of your demonstrating and explaining. And there are two things you must remember as you write the middle. Think visually, and write for the ear. In this lesson, let's look at thinking visually. You are writing the script for a video. And video by definition, is primarily a visual medium. Some videos have soundtracks and talking, but some videos have neither. Some videos are just, well, video. Video is, might not always have sound, but they always have visuals. And these visuals are the things that you determined. Just as you write the words that the viewers here in your video, you also specify the visuals that they see. To think visually, you must have base some do's and don'ts. One of them is, don't describe or explain what viewers can already grasp from the visuals. In other words, if your viewer can already see a feature or understand a concept, simply by watching the visuals on the screen. Don't make yourself redundant by also describing what the viewer is already seeing. The model that you need to follow his Hollywood and movie making in a movie, if the director wants to let you know that the scene you are watching takes place the day after the scene you just watched the director shows the sun going down or ends one scene at night, then cuts to the next scene, which has shot during the day, that the director doesn't have to put a subtitle on the screen saying this is the next day. Why not? Because the visuals already communicated that idea. The same goes for your product demo, video script or explainer video script. Don't describe or explain with words what you already are showing with your visuals. Let me show you what I mean by taking a look at the integer that we just wrote. This is how our video starts with the road a rake in action. As you can see, it is being pushed by a tract skits gear just in case you're unfamiliar the road or rake is the gray implement at the front and the white vehicle behind it, the one with the black rubber tracks is the skid steer. Everyone in our target audience knows what a skid steer is. And everyone watching this video understands that you attach the road array to the front of the skid steer because they can clearly see that in the opening footage. So our video will sound really dumb. If the narrator opens by saying the rotor rate from reached industries is a hydraulically driven power rake. It attaches to the front of your skid steer? Well, of course it attaches to the front of a skid steer. I can see that with my own two eyes. You don't have to tell me because I can already see it. Now this may sound like an obvious point, but it's not. One sign of an amateur script writer is that they tell you what you can already see. They tell you that the road array has two wheels, which you can already see. They tell you that it is gray, which you can already see. They tell you that it works on gravel roads, which you can plainly see. So here's the rule. Show. Don't tell and certainly don't both show and tell. That just makes you redundant. This brings us to the opposite challenge. And that is assuming that your viewers know what they are seeing. This is a blunder that many, many manufacturers make. They show their product in action and just assume that they're viewers will understand what they are seeing. Most of the time. They won't. And I'm going to show you how to avoid that blunder in the next lesson. 9. Describe What Viewers Cannot Grasp from Visuals Alone: One mistake to avoid when writing a B2B script for a product demo video or an explainer video is assuming that your viewers know what they are seeing. This is a blunder that many, many manufacturers make. They showed their product in action with no narration. And they just assume that they're viewers will understand what they are seeing. But most of the time, viewers don't. For example, can you tell just by looking at this video footage that unlike competing brands, the rotor on the road, a rake is powered by two hydraulic motors. Can you see that there is a motor at each end of the rotor? Does this footage show you that most competing models have only one motor? Can you tell? Just by looking that with dual motors you get up to 40% more torque and twice the power? No, no, no, no and no. To answer my questions. You can't tell any of these things just by watching this piece of equipment and action and neither can your viewers. So just as you shouldn't tell your view or something they already know just by watching your videos. So you must also describe and explain what viewers cannot grasp from your visuals alone. In other words, don't just show them. Also tell them. Don't just show a feature and action, assuming that your viewers know what they are seeing. Instead, show the action, but describe with words what the viewer can't possibly discerned from your visuals alone. This is what I mean. By thinking visually. You must use visuals instead of words whenever possible to communicate your ideas, but you must also use words to explain your visuals whenever necessary. The key thing to remember here is that you can't illustrate every feature and every benefit. Some features are invisible to the human eye. In the video clip you just watched, for example, you can't see that the machine delivers 40% more torque. That's an invisible feature, which means it's a feature you have to describe in words, words that your voice-over actor will speak while the video footage rolling on the screen. Here's that video clip again with the words the writer included in the script to describe what the viewer can't understand from the visuals alone. Unlike competing brands, the rotor on the ristretto rake is powered by two hydraulic motors, one at each end of the rotor. Most competing models have only one motor. With dual motors, you get up to 40% more torque. That's how it's done. You use words to describe what the viewer can't see. You don't make the blunder of assuming that your visuals communicate the invisible. Instead, you avoid this blunder by first describing what you must communicate. In your video. You craft an outline that lists the features, functions, and benefits you must convey. Then you decide if you can communicate any of these things with visuals alone. If you can name in the video column of your script the clip or segment you want to feature, or the images you want displayed on the screen like this. As you can see, this segment of the video features three things. First, there are some B-roll, it's clipped zeros 0987, and it starts at the one-minute, an 8 second mark, and it runs for seven seconds. Next step in the sequence is a static image number 32 in our collection. And we tell the post-production folks to open tight into zoom out. That image is followed by another image, number 45. And we tell the editor to pan right across the image. Then in the right column, the one for audio, we write the words that describe or explain what our viewer can't discern simply by watching the video. Notice that we spell out numbers in full and we parse out abbreviations with hyphens. We do this so that our voice-over actor can read the script easily. This is a convention that's used in all broadcast media, such as television and radio. You spell out everything the way you would say it. This is what this segment looks like and sounds like in the final video, once the folks in post-production have followed the directions that we supplied in our script. The row rank is bi-directional and can be pushed or pulled when used on a skid steer or small wheel loader. It can also be pulled behind your tractor using a three-point hitch and a 540 rpm PVGO to drive the hydraulic pump. In our next lesson, we're going to look at the third and final thing you must get right when thinking visually. And that is writing enough words to fill each video segment. See you there. 10. Write Enough Words for Each Segment: To write an effective script for a B2B product demo video or explainer video, you must think visually, and that means writing enough words for every segment. In film making a segment is a single clip or a group of clips that together communicate one idea. In our product demo video, for example, we have a segment that demonstrates the head on the road or rake. As you can see, the segment consists of two clips, one shot from behind the unit and one shot from the front. These two clips combined to form a single segment or sequence that lasts eight seconds. This means you must say what you have to say about this product feature, the one being demonstrated in this segment, within eight seconds. Now, when you sit down to write your video scripts, you might have no footage to work with, in which case, you need to put into your script what the camera operator has to go out and shoot. On other occasions, you will have footage to work with. The camera operator will already have shot all the footage you need. Your job is to put words to that footage. When I say, you must write enough words for each segment or sequence I'm referring to when you already have a segment of your product inaction and when the entire segment is going to appear in the video, you must write enough words to last the duration of the segment. If you write too few words, the narrator will finish talking, but the segment, we'll continue running and then you'll have dead air. Not good. On the other hand, if you write too many words for the length of the segment, the segment will end, but the narrator will still be talking. Your viewer will see a new visual, but the narrator will still be talking about the last one. That's not good either. This means when you have footage to work from always right, to match the length of each segment. You do this by reading your copy at a steady pace. As you watch the segment, read your words at the same pace as a narrator will read them and ensure that what you've written will match the length of the segment. Don't come into short, and don't go on too long. In our script, for example, we have written 22 words to match the length of this 8 second segment. This is what the segment looks and sounds like. The head on the row rank is unique. Like all good power rakes at angles 25 degrees in both directions for wind rowing. When you think visually, you avoid redundancy by showing, rather than telling, you describe things your viewers can't see for themselves. And you write at a pace that matches your visuals. In the next lesson, we're going to look at the next key to writing effective product demo videos, and that is writing for the ear. See you there. 11. Write for the Ear: If you want to master the art of writing effective scripts for product demo videos and explainer videos. You must learn to write for the ear. You must remember. Your audience is an audience of listeners, not readers. The people watching your video, we'll hear your words, not read them. Your listeners don't know what you are about to say next, and they can't go back and review what they just heard the same way they can go back and reread what they just read. If your audience doesn't catch what you write the first time, if they don't grasp it and understand it immediately, then they may not hear your next line. They may their mind will be still trying to figure out what they just heard and they will miss what you're saying. Now, writers over the decades have discovered what works when writing for the ear. People who write for Radio, Television, Film, and Video Narration have discovered how to convey ideas with the spoken word. Here are some things they have learned. First, write in simple sentences. A simple sentence consists of a subject, a verb, and a noun written out in a simple way. For example, in the script that we are writing for reached, wrote a rake. We want to communicate a number of things about the drive system. The machinery features a unique floating dr design. Each motor connects to the rotor. The rotor is not fixed to a shaft, the road or floats freely back and forth, and this protects the bearings in the motor. Now, I rider who is describing this feature in a brochure, might write something like this. Unlike competing machines in which the rotor is connected directly to the shaft, each motor on the road are right next to the road or using a unique floating drive design. Since the rotor is not fixed to the shaft, but instead of floats freely back-and-forth, the bearings in the motors are protected, thus extending the life of each motor. As you can see, these sentences are written for the eye, not the ear. They are complex sentences, not simple sentences. For example, the first sentence features a subjunctive clause, unlike competing machines comma. The problem with this sentence is that it asks your listener to hold this first thought in their mind. Then here about another fact until the end of your sentence. And then remember how the sentence started to make a connection to the final, first and final facts. Complex sentences unnecessarily ask your listeners to use their brains to decipher your writing. You get around this problem by writing in simple sentences. Here are two ways of writing this information. On the left is the complex way, and on the right is the simple way. The way on the left is suitable for readers and the way on the right is suitable for listeners. Just listen as I read the version on the right, and you will literally hear it more clearly. Each motor connects to the rotor using a unique floating drive design. Period. The rotor is not fixed to a shaft, but instead floats freely back-and-forth period. This protects the bearings in your motors period and extends the life of each motor period. Notice the difference. The left version uses conditional clauses, unlike competing machines, comma, since the rotor is not fixed to the shaft comma. The version on the right, the one written for the ear, uses simple declarative sentences. The left version uses too long sentences. The right version uses for short sentences. This is another rule for writing for the ear, use short sentences. The version on the left uses the passive voice. The bearings in the motors are protected unquote. The version written for the IRR says the same thing in the active voice quote, this protects the bearings in your motors unquote. So that's another rule for writing for the ear, right? In the active voice. The version on the left uses fancy words, thus extending the life of each motor. The version on the right uses short, simple, honest, everyday words, which is another rule, right? The way you speak, I doubt that you ever say thus in polite conversation. So don't use the word Thus or any other fancy words in your scripts. Just to get this point across clearly. Here are two versions of this segment of your script. The first version is me speaking, reading a script that is not written for the ear. And the second version is the professional version of the strip, the one that is written for the ear. Listen to both and you will hear the difference. Unlike competing machines in which the rotor is connected directly to the shaft, each motor on the road or rake connects to the rotor using a unique floating drive design. Since the motor is not fixed to the shaft, but instead floats freely back-and-forth. The bearings in the motors are protected, thus extending the life of each motor. Each motor connects to the rotor using a unique floating drive design. The rotor is not fixed, a shaft, but instead floats freely back-and-forth. This protects the bearings in your motors and extends the life of each motor. So this is how you write for the ear. Use simple sentence structures, right? In short sentences. Use the active voice and write using simple common words. The next thing you must bear in mind when writing for video is to write to match the cadence of your visuals. That no surprise is what we cover in our next lesson. 12. Write to Match the Cadence of Your Visuals: Writing scripts for product demo videos and explainer videos is an exercise in synchronization. For your video to be effective, your words must synchronize with your visuals. And your visuals must synchronize with your words. The way to make sure everything is in sync is to write to match the cadence of your visuals. Every video clip, every video sequence on the screen is going to move at a certain pace, a certain cadence. Some clips will show rapid motion. Other clips will show things in slow motion. Some sequences will feature rapid cuts between multiple clips. Your goal when writing your script is to make sure the words you write matched the cadence of what the viewer is seeing on the screen. You need to ensure that your words keep pace with the action on the screen clip for clip, action, for action. Let me show you what I mean. In the video script we are writing for the Roto rake. We want to communicate both visually and with narration. How easy this implement is to connect to a skid steer. We have a segment that we have to work with. This is what the raw footage looks like. As you can see, this segment consists of multiple clips. First, there was a wide shot of the skid steer approaching the stationary roto rake. Then there's a medium shot of the skid steer engaging with the coupling on the road or rake than a close-up shot of the locking leavers going into the lock position. Next is a medium shot of the operator attaching the electrical cord. And then the two hydraulic hoses then follows a clip of the operator raising the jack stand. The segment ends with a close-up shot of the operator in the cab pushing the joystick forward to drive away. The total length of this segment is 21 seconds. It consists of six clips of varying lengths. This is where you need to write your script to match the cadence of what the viewer is seeing on the screen. The key thing to remember is that a videoclip has to be on the screen for long enough for a viewer to understand what is going on. And your script for each clip or for each set of clips, has to be short enough to match the length of those clips, but long enough to describe or explain what the viewer is seeing. To get this right, you need to watch the entire segment, see how it is divided visually, and then write your script to synchronize with that order and match that cadence. Now that you have seen the sequence that you need to write two here is what you need to say. Attaching the road earache is quick and easy. You drive your skid, steer up to the unit. You then engage the coupling. You lock the unit from inside of the cab. You do this by activating the two power locking leavers. Then you get out of the cab and attach the electrical cord. Then you connect the two hydraulic hoses. You then raise the jack stand and lock it in place. Now you are free to drive away. Here is our scripts for this segment. On the left, under video, we identified the clip we are writing for. We identify it by the filename of the B-roll. We explain that this clip is a montage, a series of clips, one after the other, that communicate a single task or action, none on the right of our script under audio, we write out the sequence of events to match the length of each clip, the cadence of each clip, and the duration of the entire sequence we write. Attaching the rotor rake is quick and easy. Drive your skid steer up to the unit and engage the coupling. Lock the unit from inside your cab using the two power locking livers attached the 14 pin electrical cord connected to hydraulic hoses, raised a jack stand, and away you go. Notice how we break the sequence of events into multiple short sentences, each sentence corresponding to a clip. Notice also that we'd begin each sentence with a short, simple, vigorous verb, Dr. Locke, attach, connect rights. Writing this way matches the narration with the visuals. We say, drive your skid, steer up to the unit. Just as the operator is driving, this gets to here, up to the unit. We say lock the unit just as the locking livers are coming down. This is what I mean when I say, you must write to match the cadence of your visuals. The secret here is to watch the sequence over and over while reading your script. Tweak where necessary, adding words, removing words, lengthening your script, or shortening your script as needed. Jeff's bear in mind that you don't have to nail this process down to the tenth of a second. Aim to match the video cadence second for second, and leave the fine tuning to the folks in post-production. They will extend or shorten each clip as needed to match your scripts. But your job is to establish that cadence from the start by matching your writing with the cadence of the segment. Here's what the finished video looks like and sounds like. Notice how the narration perfectly matches the length and cadence of each of the eight clips and lasts as long as the sequence lasts. Perfectly. Attaching the road Arabia is quick and easy. Drive your skid steer up to the unit and engage the coupling. Block the unit from inside your cab, using the two power logging levers, attach the 14 pin electrical cord, connect the two hydraulic hoses, raise the jack stand, and away you go. Knowing how to think visually and knowing how to write for the ear are vital to writing effective scripts for product demo videos and explainer videos. But just as important is knowing how to end. Well, to do that, you must write a powerful extra. See you in the next lesson. 13. Write Your Outro: Every product demo video and explainer video consists of three parts, the intro, the middle, and the outro. The introduction well, introduces your product or topic. The middle. The body discusses and explains and demonstrates and the outro ends the video on a positive note. Let's look at how you write your outro. I recommend you end your video with a summary and a call to action. The summary highlights the main product benefits you described in your product demo. The main points you discussed in your explainer video and the call to action calls or invites your viewer to do something. Let me show you what I mean. You and I have been writing portions of a script for a product demo for the road earache. We get to the end of our script by describing the last product feature and the last product benefit. Now we are ready to summarize. So we write pulverizing soil leveling and finished grading topsoil and gravel, removing debris, creating dishes and Swales and even terrifying ice in the winter has never been easier thanks to the unique road or Rake from reached industries. Notice that in this summary, we focused on the utility of the product, the broad usefulness of this product by listing all the things the user can do with it. Notice also that we named one of the primary benefits and that is the ease of use during all of these things has never been easier thanks to the unique row Rake from reached industries. Now we are ready to write our call to action. The thing to remember about calls to action is that they vary depending on where our buyer is in their journey. If this video is aimed at buyers who are just exploring the market, power rakes than our call to action could be. Download a spreadsheet, download a brochure, read a white paper if our buyer is close to the end of their buyer journey. In other words, if they are ready to make a purchase, then we want to ask them for the order. In our case, our video is aimed at buyers at the decision stage of their bar journey, they are ready to buy. And so this is what we write as our call to action. Ask your dealer for details or visit reached industries.com and ask us for a quote. Now you need to know that reached industries cells the road right through a network of dealers across the country and they also sell it directly to businesses and consumers. We include both calls to action in our intro, one aimed at one buyer and one aimed at the other buyer. Notice that we spell out the website address phonetically in our script. We don't use a period for the.com. Instead we write out the sound DOT COM. As I mentioned in a previous lesson, this is standard practice with script writing. You write everything the way the voice-over actor will say it. You don't want them to stumble over long numbers were abbreviations or acronyms. You spell them out. You do the same for words that are easily mispronounced. You spell them out phonetically. That is, you spell them out the way they sound. For example, if you ever have to mention wished usher. In one of your videos scripts, you help your narrator by writing the word out phonetically so that they will pronounce it properly. You don't write it the way it is like this. Instead you sounded out, what stuff, Sure. Sauce. This way your narrator doesn't stumble when arriving at this word in your script. Same thing goes for numbers like 1500 and initialism like RPMs. One final thing to remember about calls to action at the end of your video scripts is where the video will be playing. If the video is going to be on a loop in your trade show booth, then you will want your call to action to appear as large as possible on the screen, likely as a subtitle so that people will see it as they walked past. But if your video is going to appear on a hosting platform like YouTube, that allows viewers to click on various parts of the video. You're going to want to give directions in your script to superimpose a call-to-action button on your video so that your viewers can take your call to action. By clicking on your button. The easier you make your call to action, the higher the response rate you can anticipate. And response after all, is what you are after. One goal of every product demo video is to demonstrate, and one goal of every explainer video is to explain. But your ultimate goal is to move your buyer to the next stage in their buyer journey. You want them to act. So end with a strong call to action. And they will. 14. Tell a Story: One mistake that you see in product demo videos and explainer videos is the absence of a story. The absence of a logical, progressive sales argument told in the form of a narrative. Video is a storytelling medium. If you want to present a bunch of statistics or facts or figures, publish a spec sheet or technical document or brochure. But if you want to engage your potential buyers, if you want to grab their attention and pique their interests and keep their attention, then you need to, or you should, or you could tell a story and your product demonstration video. Now, I'm not talking about a story that begins, it was a dark and stormy night. I'm talking about a story that has a beginning, a middle, and an end. The story that speaks directly to your audience. A story that addresses their concerns, their needs, but in dramatic fashion. Let me give you an example of a product demo video that gets it wrong. A manufacturer of fabric cupboard buildings creates a time-lapse video of his crew erecting one of its buildings. The video lasts an agonizing four minutes, and like all time-lapse videos shows the speeded up action that you'd expect when a crew uses scissor lifts and ladders and power tools and other equipment to erect a fabric covered building. Now, if you're like any typical buyer, you find it hard to sit still through a four minute time-lapse video, especially one that features 0 narration, just a cheesy music soundtrack as this one does. See what I mean, cheesy music to the max. That's because the essence of what you're watching can be communicated visually in 60 seconds. But this manufacturer expects you to witness every single stage of the building being put up and I mean, every single step because that's what time-lapse videos capture. The mistake here is that this video has no story. It has a logical flow. Of course. It starts with bare foundation walls and it ends with a covered structure. But other than that, it lacks any coherent sales message, any logical argument for buying this brand of building. It has no story that is likely to engage the imagination of a buyer. Now imagine another manufacturer of fabric covered buildings. This manufacturer opens his video with a shot of a burnt-out barn and hundreds of sheep running about a farmer's property. The narrator tells you that Bill Weber lost his sheep barn one cold January to an electrical fire. He was in dire need of a new structure and so were his sheep. The video then shows bill talking with a builder of wood Barnes, then a manufacturer of fabric covered Barnes. The narrator describes why Bill chose the fabric covered structure. Cut to a scene of Bill and his wife standing in their yard one early morning as the sunrises, an installation crew from the manufacturer pulls into their driveway, the drivers smiles and waves hello. Cut to a shot of the manufacturers logo on the truck door. Shots of the workers leaving the truck and getting ready on the job site. Now, a close-up of a worker picking up the first structural member and setting it into place as he chats with Bill, the farmer who is standing by. Then a series of quick shots of the crew installing the various components of the building. As the narrator explains what they are doing, why they're doing it in that order. And the benefits of the manufacturers building, the ease of construction, the speed of the assembly, the convenience for the farmer, and so on. Cut to a shot of the sheep standing about the yard shivering, watching the construction. Cut to a shot of Bill telling an interviewer on camera why he chose this manufacturer and this building and how satisfied he is with his decision. Then a shot of the crew placing a sign at the end of the building. Weber farms cut to a reaction shot of Bill and his wife on the ground looking up at their family farm sign being set in place. Next, a shot of the crew, foreman shaking bills hand as the workers in the background guide the sheep into their new home. Then a shot of the sheep settling down for a good night sleep than a shot of the workers cleaning up the site and climbing into their vehicle, close on a shot of the manufacturers vehicle driving up the lane into the sunset is Bill and his wife stand in their yard arm in arm, waving goodbye. The end. As you can see, this video tells a story. It has characters, it has a plot. It follows the classic story arc of conflict development, resolution. If you have a product that is inherently unexciting or if your subject matter is less than fascinating, then consider telling your buyer a story in your product, demo video, or explainer video. Everyone will have happily, ever after. 15. Reist RotoRake SkidSteer video: The Roto Rake from reached industries is a hydraulically driven power rake. It has a working width of 84 inches and is perfect for pulverizing soil, leveling topsoil and gravel and creating ditches and Swales. The row rank is bidirectional and can be pushed or pulled when used on a skid steer or small wheel loader. It can also be pulled up behind your tractor using a three-point hitch and a 540 rpm PTO to drive the hydraulic pump. The unique and reliable floating wrote or drive system spins at ten inch diameter rotor at up to 600 rpm to pulverized soil and gravel. The Many bit road planning teeth are made from tough tungsten carbide and are welded to the rotor to improve their pulverizing ability. The teeth are pointed, they hold their edge for years. Unlike competing brands, the rotor on the wrist rhetoric is powered by two hydraulic motors, one at each end of the rotor. Most competing models have only one motor. With dual motors, you get up to 40% more torque. Each parallel plumped motor delivers its power directly to the router, eliminating the need for clunky outside bearings and chains, you get more torque and you never have to lose bearings, adjust anything, or replace a drive chain ever again. Motor connects to the rotor using a unique floating drive design. The rotor is not fixed to a shaft, but instead floats freely back-and-forth. This protects the bearings in your motors and extends the life of each motor. The head on the ristretto rake is unique, like all good power rakes at angles 25 degrees in both directions for wind rowing, removing trash, rock, Swedes, and the long grass is easy with the row rank. But the Roto rake also has a unique tilting feature. You are looking at the only power rake on the market with a head that tilts 28 degrees up and down for easy ditching and swelling. Removing the lock on the top of the head allows the wheels to float, perfect for ditching and swelling. The wheels can be on a level surface while the head is tilted. The head and rotors are controlled by a control valve, electrical over hydraulic electrical power is delivered by way of the standard 14 pin connector found on most skid stairs. You change the direction of the rotor electronically from inside the cab. You also angled ahead and tilt the head electronically with the joystick mounted switch in the cab. Unique, custom-designed Control Valve comes with built-in relief valve protection to prevent damage to your rotor Reagan prime mover when you hit a solid object. The control valve also features built-in lock valves to keep the head from drifting out of the preset position. Cutters on each end of the machine reach where the rotor can't reach and start the edge of the ditch. When ditching, they are held in place with a single pen that removes easily switching from forward operation to reverse operation is easy. Simply pull the pins on the cutters and install them on the opposite side of the machine. Adjustable side shields on each end. Product from spilling out over the ends of the rotor. So you leave a nice clean swath behind you. When grading these shields, turn the Roto rake into a box grater. The row rank is bidirectional. Whether you're pushing it or pulling it, you change the direction of the rotor with a simple flick of the switch and the cab to reverse direction, simply switch the cutters and shields from one side to the other. The unit features a jack stand for safe and easy connection and storage. Strong lifting log helps you easily load the unit onto your truck or trailer. Bolt-on base plate is designed for use with a skid steer. It removes usually when you need to connect to the row rank to an industrial quick hedge on a small wheel loader. Attaching the row rank is quick and easy. Drive your skid steer up to the unit and engage the coupling. Block the unit from inside your cab, using the two power locking levers, attach the 14 pin electrical cord, connect the two hydraulic hoses, raise the jack stand and away you go. Pulverizing soil, leveling and finished grading topsoil and gravel, removing debris, creating ditches and Swales, and even terrifying ice in the winter has never been easier thanks to the unique roto rake reached industries. Ask your dealer for details or visit reached industries.com and ask us for a quote.