How to Write a Creatively Compelling Commercial Script

commercial script

Did you know that a commercial script is one of the most essential parts of video marketing? Your script acts as the foundation of your commercial. Without a decent script, you won’t be able to engage your target audience and reach your goals. 

Read on for our top tips on how to write a compelling commercial script!

Do Your Research

Before you start writing your commercial script, start by watching and researching as many commercials as you can. Concentrate on commercials that are in the same industry as your business.

Notice that most commercials are 25 seconds long or shorter. This is the time you should keep in mind when you begin writing your script. 

As you watch, jot down notes on what you thought was particularly effective, whether that be the way it was filmed, the actor’s dialogue, the commercial’s setting, or its plotline. These are all elements that you can refer back to as you write your script.

If your business already has a well-established branding style or is in the midst of re-branding, you need to take this into account while writing your script. Keeping your marketing on-brand will help current and potential customers recognize your business and instill trust. 

Create a Brief

Although it may seem like a step you can skip over, writing a creative brief will save you a lot of time in the long run. It allows everyone involved in the creation process to be on the same page and know the result you’re trying to attain. 

Your brief should answer a number of key questions, such as: 

  • What’s the goal – why are we creating this video? 
  • Who are we making this video for? 
  • What should those viewers learn after watching the video? 
  • Are we helping these viewers solve a particular problem?
  • What are the three key benefits we’ll focus on? 
  • What tone should our video use? Is it uplifting or sad?
  • What’s our call-to-action – what do we want viewers to do after watching the video?
  • Will we establish an offer in our commercial? 

Creating a brief will also help keep your video tightly focused. Every element of your commercial should be contributing to the goals written in your creative brief.

Conversational English

Once your creative brief has been finalized and agreed upon by everyone involved in the project, you can start on your draft of the commercial script. As you write, remember to use conversational English that anyone would be able to understand. 

This isn’t a report, memo, or college essay. Writing in a conversational style will help your presenter deliver the points you want to make more effectively to your target audience. They’ll also sound far more natural and relatable. 

Include the Details

Your script isn’t an outline. You need to include every detail that you want in your commercial, including dialogue, wardrobe changes, scene transitions, text overlays, and more. 

With this in mind, you still want to keep your commercial as succinct as possible. People don’t have long attention spans, especially in our digital world. Keeping your commercial short will mean there’s a greater chance of your target audience watching it all the way through. 

Try to keep your script at a maximum of two pages. If your script fits one page, that’s even better. 

Format Your Script

Although it isn’t necessary, formatting your script will help its readability and keep your ideas organized. Multiple people will be reading and using your script – having a well-formatted script will simply make everyone’s lives easier.

It’s customary for commercial scripts to be written in a two-column format with video on the left and audio on the right. Remember to line up the corresponding video and audio that goes along with it.

Formatting a script will also give you a better estimation of your commercial length. By looking over the right-hand side of your script, you can quickly get an approximate idea of how long it will run. 

Anything that isn’t dialogue in your script should be capitalized, such as actions the characters take, sound effects, music playing, and scene transitions. There is also various screenwriting software available that will format your text for you automatically, or you can use the word processor that’s available on your computer.

Get Feedback

As you read your script through, ask yourself if this is something you would enjoy watching. Ask colleagues and friends to read the script back to you and see how it sounds. You can even locate people who can act out your script so you can see it in action and get a clearer impression of its impact. 

All of these methods will help you decide whether you have something workable. Once you have a draft, allow it to be constructively critiqued by other professionals in your field and colleagues. 

Writing a Compelling Commercial Script

By following the above methods, you’ll be far more likely to develop a commercial script that your target audience will watch enthusiastically. You can spend thousands of dollars on professional gear and gorgeous settings, but if you don’t have a solid script to work with, the money invested just won’t be worth it as you fail to achieve your marketing goals.

Are you ready to begin your creative project? Get a quote with us today! We’ve spent seven years creating videos that inspire and drive action. 

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