TV commercials are not like other advertising media, such as print, or websites. Readers have all the time to absorb the information, and they’re most likely to reread it if it’s interesting or informative.
For Commercial TV Spots , your message can only be sent across to your viewers within a minute or less. That’s all the time you’ve got to sell your product and services to them. When it’s over, you can’t take it back.
Now, don’t go depending on advertisers running your commercial a couple of times a day. Don’t rely on your message being repeated before it gets understood. While creating the tv commercial script copy, you need to make sure that the message is clear and easily understood, even if it’s seen only once.
Moreover, local businesses don’t have that much budget to create and finance ads with clever imagery and dialogues. All they want is inform the audience that they’re existing, attract them, and persuade them to visit their local store today. The only way to pull that off is to craft a direct TV commercial production that will cover all the necessary information within 30 seconds.
Writing a 30-Second TV Commercial Spot Script
There are countless ways to structure a commercial. But, for our purposes, we can stick to the most basic one – the standard “voice over” spot. A voice-over spot is a sharp, practical way of advertising by allowing an announcer to read about 30 seconds of copy accompanied by a synchronized video.
Since we’re using all the basic things to get started with our commercial, you must remember to use these 3 basic formula that simply fits our 30-second TV commercial script copy:
1) Say it. 2) Explain it. 3) Repeat it.
Say it
30 seconds is a severely short time; you must get straight to the point with your first sentence. You see, the lead sentence of the commercial is like the headline in a print ad. It should be collar-grabbing, making the viewer wanting to know more about the product. Say what the spot is all about the moment the commercial starts.
Explain it
Now that you’ve captured the audience’s attention, you must spend a few more minutes adding details to your commercial. Telling your customers about the benefits of your products and services, or how they could save more when they choose your brand should be part of your ad’s explanation.
Repeat it
Once you’ve said what the commercial is all about and explained how it all works, this is the right time to repeat what your commercial is all about. It can look like a summary, or presenting the whole commercial in a nutshell. While this may seem easy, a lot of scriptwriters forget this part. A viewer’s attention span is a short one, and repeating your headline is the best way for you to get remembered.
This type of scriptwriting is not exactly award-winning, but it gets the job done. It may be a little challenging to stop yourself from being creative. However, the script your working on is not intended for the next Nike commercial.
If you want your local commercial tv ad to work, you might want to craft something that is compelling enough and will provoke the viewer to do something. You can save all that creativity next time. For now, we’ve got a local TV ad to write – Say it. Explain it. Repeat it.