Cute and memorable: We’ve all seen those basic explainer videos that show you how to scramble an egg, use complicated software or understand science. It shouldn’t be that hard to make one demonstrating your own product, right? After all, you can write, choose images and no one knows your product better than you. Why not just make the video?

It’s not that simple. First, you start with a script, because that’s the most important piece no one can automate for you and the part that most needs your voice. Then you figure out what kind of video you want — because once you have the strategy, we can help you find the tool.

There’s a caveat for control freaks. While you’re quickly producing these videos, your time may not be best spent doing the work, but managing the work. Either show one of your colleagues these tools or hire the agency that produces great work using these tools.

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