How to Write Effective Commercial Scripts

by NJP

At Write Label, our team writes hundreds of commercial scripts every month, from ideas for local restaurants to finding just the right slogan for a national brand.

The most important rule when it comes to advertisements is that time is valuable. Sure, you’d love to talk to your potential customer for hours about why they should consider your company and not that other company that looks just like you in their Google Map search, but you only have 30 seconds (or less!). A value proposition is a lot to fit into half a minute.

Here are some tools you can use to make your script as effective as possible.

1. Start with a Brief

Every Write Label project begins with a brief — a document that answers important questions and makes sure everyone is on the same page. How often have you been part of a group project that’s nearly done and then one person decides something isn’t working and you have to start all over again.

A brief helps you avoid this. If everything is clear about the project’s plans and goals from the beginning, you won’t end up with something that doesn’t accomplish what you need at the end.

2. Understand the Essentials

Video scripts don’t need to be extravagant. Everyone wants to write the next expensive, viral sensation, but end up forgetting the most important goal — selling the product.

Focus on the essential elements. Write clear, conversational dialogue, remind them of a problem and offer a solution. Include a slogan that helps them not just remember your name, but also remember it fondly. A good play on words works. A bad pun will lead them with a bad taste in their mouth (a bad idea for a restaurant ad).

3. Think Visually

We often have clients use our services because their scripts aren’t working, and the biggest problem we’ve found is a script that relies too heavily on dialogue. Even if you only have a green screen or B-Roll, don’t limit yourself to getting out information only through dialogue. Think about what the viewer is seeing as your spokesperson is speaking. Some of our favorite commercials can effectively lead to a purchase without any dialogue at all. If you’re a roofer, show beautiful roofs. If you’re a wedding venue, help people see why they should spend the biggest day of their lives at your venue.

4. Read it Out Loud

Words on a page feel different than spoken words. Your clever alliteration might look good on paper, but it will sound cheesy when spoken. Reading out loud allows you to hone the tone and get rid of language that is improper, overly informational, or simply robotic.

Based on our experience, the script is always the most important aspect of any project. It’s the foundation on which the rest of your advertising campaign is built.

Make sure your foundation isn’t crumbling. We know some good writers who can help pour the cement.