Who this is for: Product marketers, founders and motion producers planning a software launch.
What to prepare
- A draft script with exact on-screen copy
- A scene outline
- A list of facts and conditions that cannot be cut
Separate reading from visual inspection
A short sentence can still overload a scene if it competes with a moving interface, a cursor action and a second caption. Mark each moment as orientation, action or reading. Multiple jobs can overlap, but one should lead.
For an illustrative approval product, the draft says: “Collect feedback from every stakeholder, bring everything into one place and move work forward with total confidence.” Meanwhile, the picture shows a reviewer approving an item. The sentence introduces collection, centralization and confidence without explaining the action viewers need to notice.
Mark up the example before rewriting
Preserve the supported action and remove claims the scene cannot establish. The revision should become more exact, not merely shorter.
- Cut “every stakeholder”: the example does not establish universal participation.
- Cut “everything into one place”: the supplied scene shows one item and its review state.
- Cut “total confidence”: this is an unsupported outcome, not a visible action.
- Opening copy: “This item is ready for review.” Hold it while orienting the viewer to the item.
- Action label: “Approve the item.” Place it before or beside the verified control.
- Result copy: “Approved status stays visible.” Hold the supplied final state so the viewer can inspect it.
Test the sequence with the actual words
Read each line while imagining the screen at its smallest intended size. Then describe the product action aloud. If doing both requires racing, separate the events: introduce the label, perform the action, hold the result. A decorative transition is an easier cut than an essential condition.
Illustrative 30-second timing pass: 0–5 seconds, hold the item and opening line; 5–9 seconds, introduce the approval control and action label; 9–17 seconds, perform the verified action without adding another main sentence; 17–25 seconds, hold the approved status and result copy; 25–30 seconds, show identity and the current next action. These are proposed reading and action intervals, not measured product response times. If a required step does not fit legibly, revise the scope or runtime rather than silently omit it.
Keep a copy ledger with the original phrase, revised phrase and reason. If a teammate restores a removed benefit, ask which scene supplies its evidence. This keeps the script from expanding again during visual review.
A 30-second outline can reserve its middle for the action and result rather than placing a new sentence over every transition. The exact allocation depends on the supplied copy and interface; do not treat a word count as proof of readability.
Finally, check names, conditions and action verbs against the source. Editing “request approval” to “approve” may save a word while changing who performs the action. Readability must preserve the workflow, not simplify it into a different product.
Review checklist
- Each scene has a clear leading attention task.
- Cuts remove redundancy without changing roles or behavior.
- The result has a readable hold.
- Every remaining benefit is supported by the scene or approved evidence.