Advertising That Sells Your Business

"You're a voiceover artist? What ads have I heard your voice on?" If I had a dollar for every time I've been asked that question, I would no longer be a voiceover artist. Instead, I'd be sipping cocktails by the pool in the South of France. Well, maybe not. But I'd still have enough dollars to weigh down a pot-bellied piggy bank. rnOne question I am rarely asked however is, "what makes a good script?" If you're in business, it's a question worthy of your consideration. I have recorded thousands of advertising scripts over the years but very few of them have really hit the mark. For one reason or another, the average script is just that. Average. So what makes an advertising script better than average? From experience, these are the main factors that contribute to an effective script that sells. rnLoud and clearrn rnI have found that the easier a script is to read, the easier it is for listeners to understand. Long words, obscure words, even more obscure humour and too much information crammed into not enough time; these things make a script hard work to record and even harder work for the listener to comprehend. A commercial message of any sort should not leave a potential customer scratching their head in bewilderment. It should make perfect sense, and leave the listener in no doubt as to what is being sold, and the associated benefits. As a voiceover artist - and as a consumer - please, keep it understandable! Even the most creative ads should be easily understood. rnA little sameish. rnThere are times when I feel I have been recording the same script all day. I haven't, of course. Rather, I have been recording scripts for different businesses who sell the same thing, but who neglect to point out how they differ to their rivals. In other words, they basically list what they do without highlighting their point of difference. I am a consumer, as well as a voiceover artist. I want to be told one compelling thing about your business that will persuade me come across town to you instead of going to your rival, who might be just around the corner. Many of the scripts I read do not have that one big thing, that 'hook' that will reel me in. No wonder things feel a little sameish...or have I already said that? rnWho is this about? rnSomething else I have noticed over the years is the number of advertisers who devote a whole script to telling the world how nice they are. How much work they do for their community. How much they enjoy their favourite pastime. How much they love their family. They want us to know how good they are - but they neglect to tell us, their potential customers, how good they are for us. There is nothing wrong with spelling out your credentials, experience and skills but if you do that without pointing out how those things will benefit the customer, then you're merely showing off. Your script must always be about the customer, not all about you. rnDon't call us.... rnAs a voiceover artist, and a potential customer, I have one big advantage over other consumers. I have the script right in front of me and it's no problem for me to copy down the phone number, or any other point of contact, for the business. Listeners don't have that luxury. Phone numbers are notoriously difficult things to remember and not every customer will have a pen handy to write one down. What makes matters worse - and I have seen this many times - is when advertisers put in a mobile number as well as their landline phone number. In the time it's taken me to read out all those numbers, the advertiser could have broadcast one or two more selling points. Much better to tell them your website address; perfect if it's the same as your business name, and much easier to remember. Or tell them the page number for your listing in the local telephone directory. Or just have faith in the listener's intelligence, and trust they'll be able to find you. rnThis is not the definitive guide to creating a script that sells. However, in my experience as a voiceover artist, these four issues go a long way to determining the effectiveness, or otherwise, of an advertising script. If you are in business, and in the process of formulating an advertising campaign, I hope I am the voice of reason and that you pay special attention to these four factors. If you do, your potential customers will understand and react to what you have to say.