These sample spots are only headlines to help you write a better script.
When writing scripts, remember to include the following things:
Help the client to establish an IDENTIFIABLE DIFFERENCE. What
makes your client’s product or service IDENTIFIABLY DIFFERENT
from his competitors…in language that is NOT CLICHÉ and that
would mean something significant to your viewers or listeners
or listeners who are in the market now for what your client is
selling?
Use an EMOTIONAL HEADLINE within the first five seconds of your
script.
Discuss BENEFITS AND RESULTS for your audience member in language
that does not contain clichés. USE THE BEST FRIEND TEST. If you
wouldn’t talk to your best friend in the language that you’re using
in your spot, re-write it. Remember…NO CLICHÉS.
Make sure your CALL TO ACTION, what the client wants your listener
or viewer to do…is crystal clear. The call to action should be
the very last sentence in your script. Don’t follow the call to
action with a cliché slogan.
THOUSANDS OF PEOPLE ARE (HEARING MY VOICE/SEEING THIS COMMERCIAL) RIGHT NOW. IF YOU OWN A BUSINESS, SHOULDN’T THEY BE HEARING FROM YOU, AS WELL? EVERY DAY, PEOPLE WHO (LISTEN TO/WATCH) THIS STATION WILL BUY FOOD, CLOTHING, COMPUTERS, MOBILE PHONES, VACATIONS, HAIRCUTS, FINANCIAL SERVICES, GLASSES, CARS, MOTORCYCLES, SPORTS EQUIPMENT, ENTERTAINMENT, YOU NAME IT. IF THEY DON’T KNOW WHO YOU ARE, WHAT YOU DO AND WHERE YOU ARE, THEN HOW CAN THEY BUY FROM YOU? HOW HARD ARE YOU MAKING IT FOR THE PEOPLE WHO (LISTEN TO/WATCH) THIS STATION TO DO BUSINESS WITH YOUR COMPANY? WHY NOT CALL (THIS STATION) NOW AT_________, AND TELL THOUSANDS OF PEOPLE WHO (LISTEN TO/WATCH) (THIS STATION) ABOUT YOUR BUSINESS. CALL (THIS STATION) AT ___________.
People become EVANGELISTS about products that they bought and you can bring out the EVANGELIST in your testimonial. NEVER have the testimonial person READ ANYTHING. Let them talk, laugh, make a mistake in their speech, JUST LIKE REAL PEOPLE DO IN REAL CONVERSATIONS. Here is an example of a testimonial from a satisfied buyer:
Oh, man…I just LOVE my new Chevy truck. I never thought I could afford a new
one but ____________ Chevrolet told me I would qualify. I love it! It's new and
it's mine! NO ONE ELSE'S BUTT BUT MINE HAS EVER SAT IN THIS SEAT! I love the
CUPHOLDER…and I LOOOOVE the CD player!
All the announcer needs to do in the spot is repeat the name of the dealership and the dealership's location. LET THE CUSTOMER DO THE SELLING. He or she will EXUDE ENTHUSIASM, which will create DESIRE in other people.
THESE DAYS IT’S KIND OF HARD TO GET A FAMILY OUT TO DO MUCH OF ANYTHING
3:19 PM 8/8/2003
TOGETHER. MAYBE THAT’S WHY SO MANY FAMILIES HAVE PROBLEMS. AT _______ BOATS,
WE’RE IN THE BUSINESS OF KEEPING FAMILIES TOGETHER. BECAUSE EVERYBODY CAN
ENJOY A BOAT. REMEMBER THE FIRST TIME YOU EVER GOT UP ON WATER SKIS?
REMEMBER THE FIRST FISH YOU EVER CAUGHT FROM A BOAT? BOATS BUILD MEMORIES AND
LASTING RELATIONSHIPS. ONE FISH AT A TIME. ONE ROOSTER TAIL AT A TIME. ONE
PERFECT DAY AT A TIME. VISIT _________ BOATS TODAY AND LOOK AT INVESTING IN
A GREAT TIME OUTSIDE…ON THE LAKE…IN THE RIVER…AT THE COAST…WITH PEOPLE THAT
MATTER THE MOST TO YOU. _______ BOATS HELP PUT FRIENDS AND FAMILIES BACK
TOGETHER. NOWADAYS, WHAT BETTER INVESTMENT COULD THERE BE? COME VISIT
_____________________ BOATS AT ________________.
_________ FUNERAL HOME HERE IN ________ WOULD LIKE TO MAKE A STATEMENT.
WITH AS MANY FUNERALS AS WE'VE PERFORMED OVER THE YEARS, WE WISH TO SAY
HOW DEEPLY HORRIFIED AND SADDENED IT STILL MAKES US TO SEE A PERSON TAKEN
AT A YOUNG AGE, BECAUSE OF ACCIDENTS CAUSED BY DRINKING AND DRIVING. HAVE
I GOT YOUR ATTENTION? BEFORE YOU LET SOMEONE DRINK AND DRIVE, THINK ABOUT
THE WAY YOU'D FEEL BEING AT THAT PERSON'S FUNERAL. AT _______________, WE
HAVE TO THINK ABOUT IT ALL THE TIME. WHEN IT'S TOO LATE. SO PLEASE DON'T
ALLOW DRINKING AND DRIVING. AND LIVE A LONG, FULL LIFE. BECAUSE AT
_____________WE'D REALLY PREFER TO SEE YOU LATER. MUCH LATER.