The goal of an advertising script is to give the commercial producer the copy needed to sell a product of service. Good advertising builds the brand, gets consumers attention and induces consumers to purchase your product or service.
Most advertisements are short. When advertising a brand, you don’t have much time to mince words. Use about 15-20 seconds to advertise the product or service and let it be catchy.
REVIEW THE COMPANY MISSION.
Everything a business does comes back to its mission and cultural brand. Take a moment to review the mission statement to make sure that the concepts you create don’t go against the corporate culture.
WHAT’S THE COMPETITION DOING?
Keep your attention on what the competition is doing so that you can notice what you like and dislike. Take a critical look at what everyone else is doing to determine if you will do something similar or completely different.
SPEAK TO YOUR AUDIENCE.
Speaking to your audience means using language they understand and expect to hear. A commercial for a personal injury attorney uses language that evokes fear and panic. The tone along with emotional cues are the foundation to get customers to take action and purchase the service or product to build the brand.
KEEP IT SIMPLE.
You have just few seconds to attract and keep the audience attention. Don’t get too complicated with words. Simply examine why people want or need the product and then focus on that. Keep everything short and make sure they are created in a language that is understood.
The script should also include the basics of visual components of the ad. This includes the product, voice overs or any backdrops included in the ad. You can revise your lines frequently in order to flow very well when delivering your message to consumers.
DON’T FORGET THE CALL-TO-ACTION.
Every commercial should have a call to action (CTA) that asks the audience to call for more information or to buy the product . A CTA should be said but it also could be superimposed as a graphic during the commercial.