As with any of the performing arts, an effective voiceover begins with a well-crafted script. You don't have to have many years of writing experience to create copy that is both effective and a pleasure for the voice actor to perform. Here are some ideas to consider before you put your pen to paper or fingers to keyboard.
Commericals: Radio and TV
Determine the purpose of the ad, e.g. drive traffic to a store, produce direct response inquiries, announce a grand opening, move end-of-season merchandise, etc.
Determine who your customer is and speak to that person one to one, and, ideally, present one main idea in the copy.
Use A.I.D.A.: Attention, Interest, Desire, Action. Get the listener's attention to the ad; get the listener interested in what you'e offering; get the listener to want to take some action on your offer; give the listener a means to act and urge that action.
Narrations (also called "Industrials")
For a video script, use the story board, if you have one, to guide the development of the script. This will help you time the voice over to the video' scenes.
For audio only, where no storyboard exists, do a rough outline. This will help you create a basic logical structure before you start writing. The result will be a script that flows much better for the narrator and the intended listener.
All Scripts
Leave room for "verbal white space." Just as a large block of densely printed copy is intimidating and difficult to read, a voice-over script that's crammed with copy is difficult to follow and understand. A good rule of thumb for 30-second radio or TV copy is eight lines down (double-spaced), 10 words across the page. For a slower, more intimate read, go with seven lines, 10 words across. The same idea applies for a briskly paced 60-second ad: 16 lines down, 10 words across. For a slower pace, 14 lines, 10 words across. This 60-second guideline is helpful in timing long-form scripts, too. Just count the pages and you have the total number of minutes.
Numbers are words, so be sure to consider them in your word count. A phone number, such as 1-860-291-9476, is eleven words. That's more than one entire line of copy! Try spelling out numbers as words to get a good handle on the actual length of your copy. For example:
1-860-291-9476,
when typed or written out, is
one-eight-six-oh, two-nine-one, nine-four-seven-six.
You can see how long the line really is when the numbers are spelled out. Then, after you're ready to print your final draft, convert the words back to numbers.
Write for the ear, not the eye. Construct short, conversational sentences, with natural breaks for taking a breath. This is especially helpful to narrators when they voice technical or medical copy, which contains large, complicated, and difficult-to-pronounce terms.
Read your copy out loud, just as you intend the voice talent to read it, and time it. Then adjust your copy accordingly for timing.
Try to write in the active voice, not passive voice. This is a passive construction: "When writing a script, be sure you're saying some exciting things, or else you'll be losing the attention of the listener." Instead, use the active voice, structured something like this: "When you write a script, say something exciting, or you'll lose the listener's attention." Active voice is more conversational and easier for the ear and mind to follow.
Happy writing!
©Peter Drew
Peter Drew, a freelance voice-over talent and copywriter/producer with decades of experience, is heard on radio and television stations, corporate presentations, web sites, and messages-on-hold across America and countries around the world. To send an email regarding this article, please visit http://www.peterdrewvo.com/
New to tech-writing, or thinking about starting? The key to... Read More
Your sales letter is the most important component in your... Read More
Your initial freelance writing assignments are the best way to... Read More
When you are going to write a press release probably... Read More
You've probably seen web sites with testimonials - they can... Read More
Headlines are, without a doubt, one of the most important... Read More
Copy is all about words. Or is it?Copy is about... Read More
Careers in copywriting are booming. Could it be that the... Read More
One statistic shows that over 80% of all buying decisions... Read More
COPYWRITINGAfter determining what we are going to sell, the next... Read More
Nothing irritates me more than being told that there are... Read More
I do not pretend that a one-stop shop solution to... Read More
I confess--I'm a marketing heretic! I've built my career on... Read More
How can you gain credibility and exposure for you and... Read More
Grab 'em and don't lose 'em. Every marketer knows that... Read More
Everyday when I read promotional emails and advertisements, or listen... Read More
1. Address your reader as a friend, not as "Friend."When... Read More
Writing headlines for your ads is the most important part... Read More
Network marketing is an art as much as it is... Read More
Several years ago, when I was working for an agency,... Read More
I want to tell you how I go about writing... Read More
Here's a critically important copywriting technique I use when writing... Read More
No doubt, the headline is the most important part of... Read More
Did you ever wish you could afford to hire one... Read More
I have read thousands of ad copies online and offline... Read More
Thinking of hiring a staff writer? Think again. Below, I... Read More
Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More
Freelancing is a competitive business, especially in today's fast-paced, e-focused... Read More
As with any of the performing arts, an effective voiceover... Read More
Most people would love to make a living from freelance... Read More
This is a question that can be answered in a... Read More
Every salesperson and fledgling copywriter hears the harangue: DON'T SELL... Read More
When writing direct response copy, there are a few things... Read More
Headlines are, without a doubt, one of the most important... Read More
Listen, consider this scenario.You have a deadline to honour. Time... Read More
Writing copy has sometimes been compared to an "art." While... Read More
If you find that your progress is blocked by a... Read More
When you come to 'know' something, there is a temptation... Read More
Knowing how to write, and write well, is a skill... Read More
"Talent alone cannot make a writer. There must be a... Read More
When you are going to write a press release probably... Read More
Looking for inspiration for your next marketing communication? Try the... Read More
Now that you've decided to hire a copywriter, how do... Read More
The huge demand for writers online is really for ghostwriters.... Read More
Much of today's accepted copywriting wisdom comes from old books... Read More
It's arguably the most important word in the copywriter's arsenal.... Read More
If you're hunting for a good freelance copywriter and have... Read More
Think quick. In 10 seconds, can you list the 5... Read More
In its most basic form, copywriting is, among other things,... Read More
What is it exactly that copywriters DO when they produce... Read More
As the famous cowboy Will Rogers once said, "Even if... Read More
These days, you don't have to traverse the dark forest... Read More
Every day, more and more of us begin new online... Read More
How can you gain credibility and exposure for you and... Read More
Every person has secrets that only he or she knows,... Read More
Several years ago, when I was working for an agency,... Read More
What ever happened to good old fashion, fundamental copywriting? Has... Read More
When I write copy for my advertising clients, I always... Read More
Do you want to make $5000, $10,000 or more every... Read More
Writing headlines for your ads is the most important part... Read More
A few weeks ago I wrote some copy for a... Read More
Ask yourself these questions:Are you an experienced writer?Do you want... Read More
Headlines attract attention. Headlines generate interest. The time spent writing... Read More
How does this sound?Today, I'm going to show you how... Read More
Just as great fiction is an art, so is great... Read More
There is a difference between creative writing and copywriting. It... Read More
Copywriting |