Writing Radio and Television Commercials
1.Determine what you
would like to promote. You only have sixty seconds to explain the product to
the consumer and you must be clear on your goal.
2.Develop a list of the benefits/reasons of
acquiring the product. Determine which benefits will be most appealing to
your audience.
3.Transfer the major benefits into the visual
elements that will make the benefits most memorable. Using QPM allows you to
create pictures in the mind of the listeners.
4.Build a scene in your mind
and then tell the story to the consumer.
5.Read the script aloud and check for the flow of
the words. Check for timing and clarity by taping your commercial and
listening back to yourself.
Essentials of a
Good Commercial
1. Attention-getting and relevant opening
-- The opening few seconds of a commercial either turn viewers off or invite
them to listen to the rest of the commercial. Work hard to create an opening
that will capture attention and show relevance to the listener.
2. Single-mindedness
-- Choose a major theme or benefit and stick with it. The viewer/listener
cannot absorb more then one major idea in 60 seconds.
3. Clarity -- You should be certain to
mention the product name as often as possible. Close with a slogan that
features the product.
4. Continuity -- Be sure that the
commercial spot flows logically from open to close.
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