Hey there! You may be one of those businesses that offers an amazing service or product, but that is a little difficult to explain, and that can be an obstacle when trying to get new clients. If people need to read a lot of material on your website to grasp how you can help them, they may decide to look somewhere else. So, in today’s Video Lion, I want to talk about making explainer videos that actually help people understand complex products or services, without getting lost in the technical maze and losing prospects in the process.
Come with me!
Think about the last time someone explained something complicated to you in a way that just clicked. Maybe they used a great analogy or broke it down into simple steps, or just told an intriguing story. That’s exactly what we’re aiming for with explainer videos.
Let’s start with storytelling, but not the “once upon a time” kind. Instead, imagine walking in your viewer’s shoes. If you’re explaining a complex financial service, begin with a relatable situation – like someone stressing about retirement planning or wondering how to invest their first serious savings. This immediately connects your complex service to a real human need.
One approach that works surprisingly well is the “zoom in, zoom out” method. Start with the big picture – what’s the main problem your product or service solves? Then gradually zoom in to show specific features or processes, but always connect them back to that bigger purpose and to the story you’re telling. For example, if you’re explaining an enterprise software platform, start with the end goal – maybe it’s helping teams work better together. Then show how specific features support that goal.
Here’s something many people get wrong: they try to stuff too much information into this one video. Stick to the essential information that is enough for people to understand your service and mainly how it can help them. They can learn the details afterward if your video is engaging enough for them to want to learn more. Think of it like introducing a friend at a party – you don’t start with their entire life story, you begin with what makes them interesting to the people there.
Too much information, especially if it is overly technical, and you’ll lose them.
Visual metaphors are incredibly powerful, but they need to be relevant to your audience. If you’re explaining a complex legal service to business owners, compare it to something they deal with daily. Maybe your contract review service is like having a GPS for business decisions – it helps you spot potential problems before you run into them and suggests safer routes. So you can create a little story where you have someone in a car, actually using a GPS.
Animation can be a powerful tool for explainer videos. You can let your imagination fly in terms of visuals, and that can make your video much more interesting to watch. But don’t overdo it with too many visual effects. Keep it clean and precise.
In your script, remember to address common questions you know a prospect would ask. If you’re explaining a complex financial product, you know people will wonder about risk, costs, and time commitments. Don’t wait for them to ask – weave these answers naturally into your story.
Finally, end with clear next steps. After understanding your complex product or service, what should viewers do? Maybe it’s booking a demo, downloading a guide, or starting a free trial. Always end with a simple and specific call-to-action.
The goal isn’t to dumb things down – it’s to make complexity accessible. When done right, viewers should finish your video feeling smarter and more confident about understanding your product or service, not overwhelmed by its complexity.
Remember, a great explainer video isn’t about showing how clever your product or service is – it’s about making your viewers feel clever for understanding it. When you nail that, you’ve created something truly valuable that will effectively help you close more deals.
That’s it for today. Before you go, don’t forget to give us a like or leave a comment, and, if you haven’t done it yet, subscribe to our channel or podcast to stay informed about everything related to video for business.
See you in the next Video Lion!