This document provides guidance on formatting scripts for radio and television commercials. It discusses including the client name, copywriter, and length in letterhead. For radio scripts, it recommends writing on one side of the page in uppercase and lowercase, with one spot per page. Instructions for sound effects and music should be in all caps and underlined. Talent instructions and speakers' names should be capitalized. It also provides tips for spelling out numbers and avoiding commas in scripts to aid the announcer.
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2. Let’s format Copy
Every document should have the
following for letterhead:
• Client’s name
• Copywriter
• Length
3. Radio script
formatting
Every station is different. Here are some
general rules:
1.Write on one side of the page only.
2.Write all spoken copy in upper and
lowercase.
3.One spot/commercial per page.
4. Radio script
formatting
MORE CAPS IN RADIO AND TV THAN
YOU THINK
1.Write instructions for sound effects and
music ALL IN CAPS, and underline.
2.Write talent instructions-(WHISPER) in
parentheses and capitalize.
3.Write speakers’ names ALL IN CAPS.
5. Other formatting tips
• Spell things out in a way the
announcer can understand.
•Think dash not dot.
9 a.m. is bad.
9 A-M is better.
6. Other formatting tips
• Spell things out in a way the
announcer can understand.
Things may cost $9.95.
They should read 9-dollars-95
cents.
It’s less than 10 bucks…
7. Other formatting tips
• Spell things out in a way the
announcer can understand.
Don’t write www.facebook.com
Do write Facebook-dot-com.
W-w-w-why-are-we-saying w-w-w-
8. Speaking of numbers
four rules
• Write out numbers as figures…
• 50 cents,
• 12 o-clock,
• 5-thousand.
• Spell out all fractions. One-half
• Write out decimal points. 8-point-8 percent.
• Round numbers. $79,995 should be under 80-
thousand dollars.
• DASHES-NOT DOTS.
9. Other formatting tips
Don’t use commas. They are hard to
spot.
Use ellipses instead.
•Ice, snow, bad roads all are signs of
winter.
•Ice…snow…and bad roads are all
signs of winter.
10. Other formatting tips
Watch punctuation.
Readers don’t see the punctuation until
it’s too late.
Your copy must create excitement, or you
must tell the voiceover talent to get
excited.
14. AIDA Model
Attention
• Grab it with 3-4 seconds.
• Here are ways to hook the audience.
• Words, sound effects or music in radio.
• With TV, you can add compelling images.
• This is tell them what you’re going to tell
them.
15. Aida model
Interest
• Interest grows from the lead; stick with the main idea.
• Explain the product benefit
• Explain how it relates to consumer needs.
• Explain the selling points that produce the benefits.
• Think context with content
• Use the word “You.”
• Intro the sales goal and name and location of the sponsor
who can make this happen. That location can be physical,
online or social.
• This is 20-30% of the ad.
16. Aida model
desire
• Make people want to act on their terms in their
environment.
• Desire starts with benefits, which we explain in
the interest section.
• You need to know what the customer wants and
connect the dots.
• If my coffee audience wants Starbucks coffee
and spends all day on their cell phone, and
online app to buy coffee makes a lot of sense.
17. Aida model
action
• This should be 20% of your spot max.
• Create a discernible and easy action step.
• Be specific.
• Be immediate.
• Be direct.
• Purchase
• Like the facebook page
• Download the app….
18. One important aida
thought
• Most local commercials focus
on the action step.
• Most national commercials
focus on the desire factor.
19. How to use aida
• Write three sentences on each.
• This is your rough draft.
• Condense your copy into the
time format.
20. Creative questions to
ask
• Do you want one voice, two
voices or multiple voices?
• More voices=faster pacing.
• Do we need sound effects?
• How does music help tell our
story?
• Audiojungle…
21. Types of ads
• Straight Copy
• Hard Sell Copy
• Institutional Copy
• Spokesperson Copy
• Humorous Copy
22. TYPES OF ADS
STRAIGHT COPY
• These are a backbone
• Often one-voice. Often can two voices.
• Simple and conversational.
• I think it’s the vanilla ice cream of copy.
We all like vanilla ice cream. Rarely is it
someone’s favorite flavor.
• http://www.soundandvisionmedia.com/au
dio.html Track 2
23. Types of ads
hard sell
• Price reductions.
• Urgency (Sale ends Sunday, going out of business
Tuesday)
• Sound effects feature explosions, dramatic music and
echo effects. Bells, whistles, lasers.
• Punch sentences.
• Slogans.
• Usually the company likes to voice their own spot…think
car ads.
• http://www.soundandvisionmedia.com/audio.html Track 4
24. Types of ads
institutional copy
• Aim is to keep the client’s good
name out in the public eye.
• This is about perception. Why does
AEP advertise?
• It’s a soft sell.
• http://www.babble-on-recording.com/samp
New Orleans
26. Types of ads
humorous
• Be careful and ask the following
questions.
• Can listener identify with the humor?
• Does the humor sell?
• Will the humor stand up to repeated airing?
28. broadcast copy
We write for three reasons.
• Inform: Try us
• Persuade: Move to us
• Remind: Brand loyalty, there is
value to staying with us.
• TV (especially national ads) are
often about reminding folks just
how good you are.
29. The storyboard
• Every second of a TV spot is planned
with video, audio and graphics.
• A storyboard gives you a shot by shot
rundown.
• This needs to be blocked out.
• Each board is 3-5 seconds.
31. Building a storyboard
1. Identify the distinctive features you want to get across:
logo, emotion, product shot.
2. Determine what benefit comes from the brand’s
distinctive feature:
3. Decide what setting will convey 1 and 2 .
4. Place video instructions and audio lines for each scene
under the frame. Include shot choices (wide, tight, ultra
close-up.
32. 9 Broadcast writing
nuances
• Know your budget.
• On location shoots are better but more
expensive.
• Production studio
• Have one main idea.
• Hit them early.
• 30 second tv ad….5 ad second YouTube
33. 9 Broadcast writing
nuances
• Make your ad DVR proof through product
placement.
• Literal
• Value
• Logo
• 5 percentage….
• Audio repetition is also important.
• 33/33/33
34. 9 Broadcast writing
nuances
• Audio and video both need to tell the
whole story.
• You don’t need to overwrite.
• What you see is what I should say…
• If I see a hammer…somehow make
mention of the hammer.
• Stress the establishing shot
• Stress the final shot.
