Let's face it: commercials are the least favorite part of any media.
It doesn't matter if we're talking about cable television commercials, radio spots, or those little blurbs 1 deposit casino uk.com that interrupt their YouTube surfing.
Your audience doesn't love them.
But they're a key part of your organization's presence and likely a significant portion of your yearly ad budget.
So this year, let's make sure you're writing and reading voiceover scripts the right way.
This piece outlines three key points:
- How to write a good script, whether it's for a 30-second commercial or a 30-minute documentary.
- How to format your script for effect and readability.
- Suggestions for reading voiceover scripts before recording them.
First things first, to write good voiceover scripts, you need to consider the target audience.
How to Write a Good Script: Know Your Target Audience
Geodemographic segmentation is how high-end advertisers classify types of people.
We won't get too technical here, but you need to identify your audience to match your script and voice to that group.
- Scripts that target an Atlanta homemaker will differ from the copy that targets NYC teens.
- It's okay to use slang with some audiences. It also builds a connection.
- Just be thoughtful about it. Your slang must not be offensive to any other group.
Put another way, a script for Medicare — a senior health insurance product — should sound a lot different from a script for a skateboard shop!
Now that you're thinking about the audience, it's time to craft your script.
Crafting Voiceover Scripts
Voiceover scripts should always include an introduction, body copy, as well as a conclusion that includes a call to action (CTA).
That final CTA is, arguably, the most important point. It also directs your audience to take action: click here, like and subscribe, call today, register now, etc.
Be sure to include:
- Your business or organization name a few times.
- The problem you can solve, or the customers' pain points you can address.
- A solid call to action.
Avoid useless information. In fact, customers don't care to hear about how many years you've been in business over and over.
That's the sort of script that loses the audience.
And long phone numbers are useless in ad copy (unless it's a significant and memorable phone number, like 1-800-Get-Tires, or the like.)
Think about it, how many times have you ever called the phone number you heard in a radio ad? Probably not many!
Use that air time to push a website or provide more details about a solution.
Be sure to also write clear, meaningful sentences. Punctuation is your friend!
Formatting a Script for Voiceover Talent
Arial fonts are preferred in the broadcasting industry.
They're clear and easy to read. But any "sans serif" font — those without extra curlicues and swirls — is fine for casual scripts you'll read in-house.
The point is that fancy, swirly scripts make it visually difficult for the voiceover talent to do their job.
Now that you've crafted a quality script — one that considers the audience, addresses their pain points, and is easy to read — it's time to practice the voice work.
Practice Reading the Script Several Times
Read your copy out loud several times.
Ask yourself these questions:
- Are there any clunky sentences or difficult names?
- Can you make the copy more engaging with shorter sentences or added questions?
- Does it fit timing requirements?
Copywriting is an art.
Sometimes, you'll discover that you can accomplish a meaningful commercial or radio spot with 30 seconds instead of 60.
That's okay!
Talk to your ad rep about a discount for a shorter spot.
Your ad budget is also better spent on an engaging commercial, rather than one that bores your audience into changing the channel or walking away.
Cue the CTA
I hope you've enjoyed this introduction to voiceover scripts. I enjoyed writing it!
Contact me today to learn more about how professional voice talent can attract and engage your target market.
Let's talk!