{"id":22354,"date":"2021-11-07T10:53:33","date_gmt":"2021-11-07T18:53:33","guid":{"rendered":"https:\/\/voice123.com\/blog\/?p=22354"},"modified":"2022-08-31T10:32:00","modified_gmt":"2022-08-31T17:32:00","slug":"the-dos-and-donts-of-the-best-commercial-scriptwriting","status":"publish","type":"post","link":"https:\/\/voice123.com\/blog\/marketing-trends-tactics\/the-dos-and-donts-of-the-best-commercial-scriptwriting\/","title":{"rendered":"The do\u2019s and don\u2019ts of the best commercial scriptwriting"},"content":{"rendered":"\n

If you’re a business owner and a retail veteran of the past two years, you’ll know only too well how much everything around us has changed. That includes the way businesses need to reach out to their customers. If you’re serving as your company’s scriptwriter as well, this article is for you because what used to be the do’s and don’t of the best commercial scriptwriting have changed too.<\/p>\n\n\n\n

Yup – and more than you might think.<\/p>\n\n\n\n

Picture this for a moment: you\u2019ve booted up your laptop, opened your marketing analytics document, and you\u2019re ready to start your end-of-year analysis. Maybe now you\u2019ll finally figure out why only 1 out of your 3 commercials performed well this year.<\/p>\n\n\n\n

Why?<\/p>\n\n\n\n

\"commercial
Image: Envato<\/figcaption><\/figure>\n\n\n\n

Well, as you go through the data, patterns start cropping up here and there, showing how the pandemic has changed consumers\u2019 habits. And it makes you think about your own shopping experiences. <\/p>\n\n\n\n

Did you buy an awesome pair of sneakers that you still haven\u2019t worn? Maybe you stocked up on bottled water \u2018just in case.\u2019<\/em> Now, it\u2019s suddenly not that hard to imagine your customers in the same situations. <\/p>\n\n\n\n

The straight-up truth is that when industries change, buying habits change. Then advertising changes, which means that commercial scripts have to adapt.<\/em> <\/p>\n\n\n\n

This is a vital topic we\u2019ve covered in our scriptwriting series<\/a>, but this time we\u2019re sharing up-to-date do\u2019s and don\u2019ts for commercial scriptwriting post-2020. <\/p>\n\n\n\n

<\/p>\n\n\n\n

<\/p>\n\n\n\n

But first \u2026. how have commercials changed<\/strong>?<\/h2>\n\n\n\n

The global buying climate has changed the need and specs of commercials. The result? 10 is the new 15, catchy is the new interesting, and one-liner quips sound better than researched taglines. But let\u2019s break this down a bit more. <\/p>\n\n\n\n

First, commercials have to be more audience-driven. <\/strong>With more time on their hands to read and research, consumers are more aware than ever. And with the barrage of commercials out there, yours needs to stand out by going beyond the typical \u2018we\u2019ve got a great product\u2019<\/em> angle.<\/p>\n\n\n\n

Second, companies have to adapt to the worldwide shift <\/strong>that\u2019s impacted almost every industry. Such as the chip shortage<\/a> that affected computers, microwaves, and even PlayStation consoles. This had a knock-on effect on those companies\u2019 commercials because you can\u2019t advertise something you don\u2019t have or can\u2019t produce. <\/p>\n\n\n\n

Third, timing is everything.<\/strong> If 6 seconds is all you get from a user on your website<\/a>, don\u2019t plan on much more for your TV commercials. Viewers can change the channel, hit mute, talk to the person beside them, read a new text, or send that email they\u2019ve been drafting the whole day. Or even do all of those at once! <\/p>\n\n\n\n

So, here\u2019s how to improve your commercial scripts to make \u2018em sit up and pay attention! <\/p>\n\n\n\n

<\/p>\n\n\n\n

3 Do\u2019s & Don\u2019ts to improve your commercial scriptwriting  <\/strong><\/h2>\n\n\n\n

1. Do keep it short, and don\u2019t clutter the script<\/strong><\/p>\n\n\n\n

Think of it like packing for a survival trip. As great as it would be to have a pillow and extra clothes, you only have room for a few essentials. Commercial scripts are the same. If it\u2019s not essential, it doesn\u2019t go in the bag. Or, in this case, the 10 second script. <\/p>\n\n\n\n

2. Keep it contemporary, and don\u2019t underestimate your audience <\/strong><\/p>\n\n\n\n

Write scripts that people resonate with. If your main character is living through a drought while the viewer\u2019s state has plenty of rain, it\u2019s not going to gel. <\/p>\n\n\n\n

What about showcasing a character from the \u201950s? Well, it sounds fun, but is it relatable? If you have to reference the past, get innovative. Perhaps do it through a time machine so that the character can still jump out in the present for a modern appeal. <\/p>\n\n\n\n

And don\u2019t include information viewers already know, can read online, or have a condescending approach. <\/p>\n\n\n\n

3. Keep it natural, and don\u2019t opt for a fast read<\/strong><\/p>\n\n\n\n

Write the dialog as if a real person would say it. After all, a real voice actor will be reading it. Like these commercial voice over samples on Voice123<\/a>. <\/p>\n\n\n\n

It\u2019s also best to use terminology that matches the age of your target audience. For example, stoked as in excited vs. stoked the fire<\/em><\/strong>. Sick as in cool vs. sick as in, well \u2026 sick.<\/em><\/strong> <\/p>\n\n\n\n

Some words mean different things to different generations. So, use words that won\u2019t confuse your target audience. And don\u2019t cram in as much as you can. You\u2019ll get to say more, but that doesn\u2019t mean the audience will remember more. <\/p>\n\n\n\n

If you quickly read this list: apples, oranges, milk, bread, beans, fish, cake, chocolate, ice cream, <\/em>and then close your eyes. How many of those can you remember? Exactly. Remembering something that you heard once is hard enough. Hearing it at the speed of light? Almost impossible. <\/p>\n\n\n\n

How to plan your next commercial scriptwriting project <\/strong><\/h2>\n\n\n\n
\"Commercial
Image: Envato<\/figcaption><\/figure>\n\n\n\n

Now that you\u2019re up to speed on what to do and what not to do, what\u2019s next? <\/p>\n\n\n\n

Start by analyzing your brand\u2019s value. Remember, you\u2019re not just advertising a product. Through your commercial, you\u2019re showing the audience that you have something they need, want, or have to have.<\/p>\n\n\n\n

Think about: <\/strong><\/p>\n\n\n\n