Score the pitch before scripting the video.

Give each item 0, 1, or 2 points. A strong explainer usually starts with a clear audience, a specific pain, believable proof, and a next action that feels natural.

Audience

Can a viewer immediately tell who this is for and when they should care?

Problem

Is the pain specific enough that the viewer recognizes the situation?

Solution

Can the offer be explained in one plain sentence without jargon?

Proof

Do you have results, examples, screenshots, or a process that makes the claim believable?

Action

Is the next step obvious: book, buy, start a trial, send a brief, or request a demo?

Reuse

Can the same story support the website, sales follow-up, social clips, or a deck?

0-5 Start with message strategy before animation.

6-9 Good foundation. A script and storyboard can expose the gaps.

10-12 Production-ready direction. The first brief can focus on style and rollout.

Send your score with a brief Compare examples Open checklist