Choose one recognizable moment
Start with a specific situation the intended viewer may recognize, not a broad claim that everyone has the same problem. The strongest material is a task, a moment of uncertainty and a practical next step. Ask what people actually do before they reach for your feature; if you do not know, use a neutral hypothetical rather than pretending to quote a customer.
The fictional example here is a team preparing to follow up after a call. The example app, NorthStar Notes, has a project call note with a next-step section. These assumed facts illustrate a writing method and are not a customer testimonial.
Write the situation before the product
A possible overlay is: “the call ended. the follow-up is tomorrow. and the next step is somewhere in the notes.
open the project note. check the next-step section. start from there.” This uses short, ordinary sentences and gives the viewer an action. It does not say a real person experienced the problem or achieved a measurable result.
To include the product, add “NorthStar Notes keeps the call note and next steps together” only if your own app can actually do the equivalent. Replace the task and product fact as a pair, so the copy reflects your business rather than simply swapping a brand name.
| Draft | Concern | More precise direction |
|---|---|---|
| “Work is so frustrating” | No concrete task | Name the follow-up after a call |
| “I wasted hours” | Implies a personal experience | Use only with a truthful account |
| “The app does everything” | Unverifiable breadth | Name the feature you can show |
| A paragraph over busy footage | Hard to read | Shorten copy or select calmer footage |
Avoid invented first-person proof
“I lost three hours looking for this” sounds like a personal account. Use it only if the speaker really had that experience and is comfortable making the statement. “Ever finish a call and wonder what comes next?” is a question rather than a fabricated event, though it still needs to be relevant to the audience. Avoid unsupported time savings, guarantees and fake review language.
If a claim needs verification, write the fact you need in a separate note and check it in the product or with the person involved. Remove the claim if you cannot support it. You can create curiosity without making a promise about the outcome.
Edit for a moving background
Read the full overlay once at normal phone size over the intended clip. Break lines at natural phrases, keep the contrast strong and use a calm region of the frame. If the message cannot be read comfortably, shorten it or allow more time. Add the exact copy in an editor rather than relying on a video generator to spell it correctly.
Compare the final export with the approved words and check that the moving footage does not cover or compete with the text. A generated reaction or workspace scene illustrates the situation; it is not evidence that a real user had this experience.
Copy the planning worksheet
Use this worksheet in your own notes. Fill it with verified product details and actual review observations before sharing an asset.
Audience: __. Specific moment: __. Supported product fact: __. Neutral opening: __. Useful next action: __. Claims to verify: __.Browse the founder guide library for the next task in your workflow.