This is a really effective way to market a complex offering. The narrative structure allows for more nuance, while testimonials help to drive the narrative and create trust in the story.
This is a step-by-step guide on how you use this template to write your year in review video script.
If you have a bunch of relevant cases, use those. If not, invite a client, customer, or another external stakeholder to participate. Think about the topics or messages most important for your goals, and choose who you include based on that.
If you have in-house images/video clips related to the topic, great. If you don’t, use relevant stock media.
For this format, you’ll need to decide on a case study to use. Outline the challenge, present the pain points from the perspective of a stakeholder and then talk about the solution and potential future impact.
Describe the problem to catch the viewer’s interest with a bold description of what is at stake. Then, segue into a possible solution. Don’t be afraid to dramatise things by presenting information in a way that keeps your audience wondering what’s next.
Choose a quote from a client or other stakeholder that tells the viewer about how this issue affects them and what’s at stake if they don’t solve it, or what they could gain if they do. Their “pain points” could be general – but make sure that the viewer will be able to understand how they relate to the wider problem and solution.
Write a bold statement to introduce the solution. Make it active and positive. Reference something from an earlier quote for added dramatic flair. You can mention your brand or your product by name at this point, if suitable.
Example:
"[Brand] gives [Client] new options for solving [X] issue.”
Describe the solution in more detail to illustrate why it is better than before. This can be relatively dry or factual since it’s a way to explain the connection between the previous quotes and your solution.
Tell the viewer about the next steps if this is an ongoing cooperation between your organisation and the client. If there are no next steps, describe or dig into why the solution was such a success. Try and create a sense of speculation by focusing on the solution's potential or future collaboration.
Direct the viewer to your website if this is taken from an existing case or article.
