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.
Known simply as The Turtle Song, this breakout musical spot has garnered the attention of radio listeners and prompted them to write dozens of daily emails and calls to the Aquarium and to radio stations running the spot.
G'day Paul,
Simon asked me to send a jingle to you. I have attached Hydrodog
(the award winner). -- London Music Group Pty.,Ltd.
PEOPLE WHO DON’T SUFFER
FROM BACK PAIN HAVE NO IDEA HOW EXCRUCIATINGLY AGONIZING IT CAN BE. SOMETIMES, THERE IS NO COMFORTABLE POSITION. YOU CAN’T
STAND, YOU CAN’T SIT, EVEN LYING DOWN CAN BE MURDER. SOMETIMES THE PROBLEM IS IN THE LOWER BACK, WITH SHOOTING, STABBING PAINS
JOLTING THROUGH THE BUTTOCK AND INTO THE THIGH. OR SOMETIMES THE PAIN IS IN THE NECK AND UPPER BACK AREA. YOU CAN’T TURN YOUR
HEAD WITHOUT TERRIBLE PAIN. PAIN THAT BAD CAN WRECK YOUR LIFE. BECAUSE IT’S HARD TO HAVE A LIFE WHEN YOU CAN’T MOVE WITHOUT
DEBILITATING PAIN. SOMETIMES THE PROBLEM IS CAUSED BY AN AUTO ACCIDENT. SOMETIMES IT’S WORK RELATED. AND SOMETIMES, HORRIBLE
PAIN CAN START WITH SOMETHING AS RIDICULOUS AS A SNEEZE, OR JUST SLEEPING WRONG. AT __________CHIROPRACTIC, WE FIX SORE NECKS
AND BACKS. AT _________ CHIROPRACTIC, WE USUALLY GET IMPRESSIVE RESULTS AFTER JUST ONE VISIT. IF YOU’RE IN PAIN NOW OR IF YOU
KNOW SOMEBODY IN PAIN, CALL __________________CHIROPRACTIC AT (PHONE NUMBER). WE MAKE BACK AND NECK PAIN GO AWAY. CALL
______________CHIROPRACTIC NOW AT (PHONE NUMBER). WE WORK WITH INSURANCE COMPANIES. CALL ____________CHIROPRACTIC AT (PHONE NUMBER).
IMAGINE WHAT IT WOULD
BE LIKE TO LOSE EVERYTHING IN A FIRE. YOUR FURNITURE…YOUR PHOTOS, ALL OF YOUR CLOTHES, EVEN A PET OR A HUMAN LIFE. DID YOU KNOW THAT
MOST FIRES BEGIN WITH FAULTY ELECTRICAL WIRING? IF YOU’VE EVER NOTICED DIMMING LIGHTS…OR SCORCH MARKS AROUND AN ELECTRICAL OUTLET…OR
IF YOU HAVE TOO MANY PLUGS GOING INTO ONE WALL SOCKET…OR IF YOUR HOME IS OLDER, WITH OLD WIRING OR AN OLD FUSE OR BREAKER BOX…YOU COULD
BE RISKING LOSING EVERYTHING TO AN ELECTRICAL FIRE. CALL _____________ ELECTRIC AT (PHONE NUMBER) IF YOU THINK YOU MIGHT BE AT RISK.
AT ________________ELECTRIC, WE INSPECT, REPAIR AND INSTALL ELECTRICAL SYSTEMS FOR HOMES AND BUSINESSES. AND, WE’RE REALLY, REALLY GOOD
AT IT. CALL ______________ELECTRIC AT (PHONE NUMBER) BEFORE SOMETHING REALLY GOES WRONG. CALL ________________ELECTRIC NOW AT (PHONE NUMBER)
______________ AUTO PARTS
EMPLOYEES ARE MULTILINGUAL. AT ___________ AUTO PARTS, WE SPEAK AUDI. WE SPEAK ALPHA. A LOT OF AUTO PARTS STORES DO NOT
SPEAK ACURA, BUT ___________ DOES. ____________ AUTO PARTS UNDERSTANDS BMW. WE SPEAK BUICK. NATURALLY, ___________ KNOWS
CHEVROLET, CHRYSLER AND CADILLAC. BUT DID YOU KNOW THAT _________ SPEAKS DODGE? FORD? GMC? IF YOU SPEAK HONDA, HYUNDAI,
INFINITY OR ISUZU, _________ EMPLOYEES WILL UNDERSTAND YOU. WE ARE FLUENT IN JAGUAR, JEEP AND KIA. LAND ROVER AND LEXUS
ARE NOT FOREIGN LANGUAGES TO US. LINCOLN-MERCURY IS SECOND-NATURE. MERCEDES WE LEARNED AS A KID. MAZDA? OF COURSE.
______________ KNOWS MITSUBISHI, NISSAN, OLDS AND PONTIAC. WE’VE BEEN SPEAKING PORCHE AS LONG AS WE CAN REMEMBER. WHAT
ABOUT SAAB? ___________ AUTO PARTS CAN CONJUGATE VERBS IN SAAB. IF YOUR LANGUAGE IS SUBARU, SUZUKI, TOYOTA…THEN WE CAN TALK
TO YOU. OF COURSE WE SPEAK VOLKSWAGEN. AND ____________ MADE AN A IN VOLVO. DID WE FORGET ANYBODY? WE DIDN’T MEAN TO.
COME TO THE AUTO PARTS STORE THAT SPEAKS YOUR LANGUAGE. COME TO ________________ (ADDRESS)
IT'S TIME
TO GO TO GO TO WORK. AND, YOU'VE GOT STILL SOME MISERABLE WORK TO DO BEFORE
YOU EVEN LEAVE THE HOUSE. YOU'VE GOT TO SCRAPE THE FROST OFF THE WINDSHIELD...THEN, YOU'VE GOT TO GET INTO YOUR FREEZING COLD CAR
AND WARM IT UP. YOU'LL SHIVER AS THE HEATER TRIES TO DO IT'S JOB...BUT THAT TAKES A WHILE, DOESN'T IT? AREN'T YOU TIRED OF FREEZING
YOUR YOU-KNOW-WHAT OFF EVERY MORNING? THEN, DO SOMETHING ABOUT IT. IF YOU HAD A REMOTE CAR STARTER FROM ______________, YOUR CAR
WOULD BE WARMED UP AND DEFROSTED FOR YOU BY THE TIME YOU UNLOCKED THE DOOR. WOULDN'T THAT BE REFRESHING? GETTING INTO A NICE, WARM,
ALREADY DEFROSTED CAR...AND YOU'RE ON YOUR WAY. NO MORE FREEZING YOUR YOU-KNOW-WHAT OFF IN THE MORNINGS...AND, YOU'LL BE AT WORK ON
TIME. GET A REMOTE CAR STARTER INSTALLED NOW. IT'S THE LOGICAL THING TO DO. CALL ______________ AT (TELEPHONE NUMBER) AND GET A
REMOTE CAR STARTER. IT'S INEXPENSIVE AND IT SURE MAKES PRACTICAL SENSE. HEY...IT'S GREAT IN THE SUMMER, TOO. CALL ____________ AT
(TELEPHONE NUMBER) AND GET A REMOTE STARTER INSTALLED NOW. NO MORE FREEZING CAR. CALL (TELEPHONE NUMBER).
OH, WE LOVE OUR CHILDREN, DON'T
WE? EXCEPT WHEN THEY TRAVEL LONG DISTANCES WITH US IN THE CAR. THEN,
THEY CAN BE A NIGHTMARE. CHILDREN SQUIRM. THEY SQUALL. THEY WHINE. THEY HIT EACH OTHER. THEY CRY. THEY CAN BE DISRUPTIVE AND A REAL
PAIN IN THE YOU-KNOW-WHAT, CAN'T THEY? AT ______________ WE HAVE A SOLUTION. IN FACT , IT'S SUCH A LOGICAL SOLUTION THAT YOU'LL KICK
YOURSELF FOR NOT CONSIDERING IT EARLIER. IT'S CALLED MOBILE VIDEO. AND, WE INSTALL THEM IN YOUR CAR. MOBILE VIDEO IS THE BEST CAR
BABYSITTER YOU CAN IMAGINE. JUST POP IN THEIR FAVORITE MOVIE OR SHOW, AND YOUR TRIP WILL BE WONDERFUL. YOUR CHILDREN WILL SIT STILL.
NO MORE FIGHTING, HITTING, SQIRMING OR WHINING. CALL ___________ AND GET MOBILE VIDEO INSTALLED IN YOUR VEHICLE NOW. IT'S LOGICAL FOR
THE KIDS...YOU'LL LOVE IT FOR YOUR SANITY. MOBILE VIDEO...IN YOUR VEHICLE. CALL __________ NOW AT (TELEPHONE NUMBER.) CALL (TELEPHONE NUMBER)
AND GET IT INSTALLED NOW. CALL (TELEPHONE NUMBER).
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
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
Electrical Service - 7 April 04
Auto Parts - 27 January 04
Remote Auto Starter - 20 October 03
Mobil Video - 20 October 03
Getting Businesses to Advertise With Your Station - 24 August 03
Automobile Dealership - 8 August 03
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!Boat Dealership - 28 July 03
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 ________________.Real Estate Companies – Realtor Success - 13 Jun 03
Hey Paul - Thanks for the newsletter... love it! Thought you might like a sample of what I'm doing with the
'real estate update'. This is working so well, Jay is passing out my cards to all his friends who are top dogs
in other markets. I've gotten calls from Phoenix, San Francisco, Minneapolis, and even Green Bay (hey dare)
asking me to buy their radio for them! If you have any realtors that are big players and are open for suggestions,
I can close them. While they may spend a little at first, Jay has not only upped his budget but has brought me 3
new clients that he's doing testimonials for on radio and is working with on a radio sponsored 'home buyers show'
that became our second biggest NTR project of the year! I think these spots pass the 'crap test'. Hope all is well. --MW
JAY1.mp3
JAY2.mp3
JAY3.mp3
Here are two excellent examples of spots that use great stories to convey emotion.Talk about breaking through the
CRAPOSPHERE (TM)! Imagine how effectively these spots might work to psychologically compel listeners who are "ON" for
the client's product or service. And guess what...they did work.
Jimbo Kipping produced and voiced both spots. Jimbo is the creative services director at LBJS Broadcasting here in
Austin. He's also the owner/voice/producer at Voice Over Austin. Jimbo can do custom work for your clients. He's
creative, he's great to work with and he's a hell of a nice guy. You can reach Jimbo by calling
512.669.4524 (home studio) or by emailing him at http://www.jimkipping.com or
http://www.VoiceOverAustin.com
http://www.jimkipping.com/audiophile/susanspot.mp3
http://www.jimkipping.com/audiophile/hackerspot.mp3
_________ 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.