Scripting a :30 TV Spot
Writing a great thirty second TV commercial script can at first seem like a very daunting task.n So how do you get started? The first thing to do is to make an outline of the main points you want to get across to those watching the TV commercial. Typically you will want to make sure they know who you are, what you do, and what makes you special. Keep in mind that it’s ok to have too many items at this point. We want to make sure we get every gem you have available to us when writing the script. Once you have you list it’s time to start deciding what is MOST important.
From you initial list you will now want to choose the items that must make it into your commercial. It is typically important if this is your first or second commercial to make sure you get your company name, location, list of services or category of products, and some contact information. With your first few spots you want to make sure people are aware of your business first. Then move on to ‘creative’ ideas. Initially it is most important that current and potential customers get to know your brand before we attempt to “grab’ their attention with creative ideas.
Another important item to keep in mind when you are deciding which items to prioritize on your list of the length of your commercial. Television commercials are typically thirty seconds long. Often times it seems like it is most effective to put as much information into a script as possible given the limited amount of time. But it is more important to present the most impact pieces of information and allow the viewer to inquire for more information rather than overwhelming them. This is key to producing an effective television commercial.
Now that you have your important pieces of information outlined the next step is to arrange it in a logical order. Often times viewers will not catch the first few seconds of the spot so we want to first get their attention. Start off with the introduction of your business, then move into the products and services you offer, follow that with what makes you stand out from the rest, and wrap it up with how they can find more information. This format is tried and true and is extremely effective in reaching new and existing customers.
Once you complete that step you can look at how long your script reads when done at a comfortable pace. This is another extremely important element. Scripts that are paced slower have a greater possibility of the viewer absorbing and comprehending the information you present. Unless you have a specific reason to have the pace be very fast slower is better. If you still have more time available after reading it at a comfortable pace you can go back to your ‘wish list” and add elements you initially left out.
And there you have it. Your script is done!