For every business to prosper it is important that people are aware about the product existing. For this the advertisement becomes very important, but there are also thousands and millions of advertisement existing in the market. Thus it becomes very crucial for the company to produce an advertisement which stands out among these thousands and also attract the audience towards the product. This then comes to the hiring of Advertisement Script Writer. But how can we learn to write out-of-the-box script? Here are a few things to be learnt for the same:
First, let us understand what are the basics of Advertisement writing:
Primarily written for visual mediums:
While writing the advertisement script we must keep in my mind that it is been written for the visual medium. People don’t read something which doesn’t attract them at once. And for the primary attention of the people the visual portrayal must be outstanding.
Brevity is the key:
Because of the short time, it becomes a crucial task for the writer to use simple and exact words which also captivate the eye of the reader.
Needs planning and creativity:
Writer must be aware of the lack of time and thus plan the advertisement in a manner which outsources everything regarding the product in a minimal time. For this author must generate his creative cells in the brain.
Recognize the Target audience:
It is really important to plan the advertisement according to the target audience. If the advertisement is about a tractor then it becomes necessary to create an advertisement which suits their needs.
For the best appeal a writer can use the cultural sentiments of the targeted audience or may even use multiple daily routine slangs of the audience. This will draw the audience towards the product.
We all have seen various new advertisements on the television. One thing to notice among those advertisements is that with time the duration of same advertisement gets short with the passage of time. Thus it is necessary that writer employs his writing skills in a manner that even the duration is reduced, the essence of the advertisement must remain exact.
Last but not the least is the composition of the advertisement. After taking care of all the above elements, The composition is the element which is the most important one. If the composition of advertisement is not good enough then the advertisement will lack audience’s attention. It is the job of the writer to thoroughly look at the composition of the advertisement. For this he even might consider taking help of Script Doctors.
Let us now look at the stages to write an advertisement script.
The FORMAT of an advertisement script is as follows:
- Font: Preferred font is courier, but there is nothing specific about fonts in Advertisement Scripts as it is in the Scripts for Movies, Plays, Web etc.
- Structure: Usually two columns are used for the advertisement script, rarely three. The first is about the video, the second describing the dialogues and the third is about the duration (if the column exists)
- Size: The script must never exceed the length of a page because the advertisements are just a minute long.
Here is an example of the advertisement script:
Some of the KEY POINTS to remember while writing an advertisement script are:
- Understand the Product: The writer must be aware about the Features and the Unique Selling Point (USP) of the product.
- Understand the Target Audience: Who is this product for? Young or Old? Men or Women? Rich or Middle working class?
- Do research: Understand the product and your competition. Mention the key features of the product which are different from others.
- Think out of the box: Emotion is the hook. Humour adds an extra punch to the script, thus cleverly employ them for the task.
- Writing: Don’t write to impress, write to communicate the core message clearly. Also focus on the language which is used by the target audience.
- Emphasize the need: Allow your audience to realize the worth of the product and also why do they need it.