How can you write a commercial script that works for all marketing channels?

1 Know your goal

Before you start writing, you need to define the goal of your commercial. What do you want your audience to do after watching or listening to your ad? Do you want them to buy your product, visit your website, sign up for your newsletter, or follow you on social media? Your goal will determine the call to action, the key benefits, and the emotional appeal of your script. Write down your goal in one sentence and use it as a guide for your script.

2 Know your audience

Your commercial script should also be tailored to your audience. Who are they, what are their needs, what are their pain points, and what are their preferences? How can you connect with them and persuade them to take action? Research your target market and use their language, tone, and style. Avoid jargon, slang, or technical terms that might confuse or alienate them. Use words and phrases that resonate with them and address their problems and desires.

3 Know your channel

Different marketing channels have different requirements and expectations for your commercial script. For example, a TV or radio ad might have a shorter time limit than a YouTube or podcast ad. A video ad might need more visual elements than an audio ad. A social media ad might need more hooks and hashtags than a print ad. You need to know the channel you are writing for and adapt your script accordingly. Use the appropriate format, length, and tone for each channel and test your script before launching your campaign.

4 Write a headline

The headline is the first thing that your audience will see or hear in your commercial. It should capture their attention, spark their curiosity, and entice them to keep watching or listening. A good headline should be clear, concise, and catchy. It should also communicate the main benefit or value proposition of your offer. Use words that trigger emotions, questions, or surprises. For example, "How to save $1000 in a month with this simple trick" or "The secret ingredient that makes this cake irresistible".

5 Write a body

The body is the main part of your commercial script. It should expand on the headline and provide more details and evidence about your offer. The body should also address any objections or concerns that your audience might have and overcome them with facts, testimonials, or guarantees. The body should also build rapport and trust with your audience by using stories, humor, or empathy. The body should follow a logical and coherent structure that leads to your call to action.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?