Over the years, I’ve received copy from radio salespeople, clients, copywriters and others trying to convey their inner most, poetic salesmanship. The authors wrote on radio, 18-line templates, many times in the wrong sized font, trying to squeeze in more info into a 30 or 60 second spot that was waaaay outside the law of ridiculousness.
I’ve been tossed legal pad versions with crossed-out lines. I’ve had some try and send me emails that were formatted improperly, which turned into gobblety-gook. I’ve even received scripts written on napkins from the corner bar. Who hasn’t?
My point here today is to share some facts that by now we all show know, but some effective new info has come to pass, I wanted to share, to make your copy stand out from the rest and show you know how to write for a VO.
* Forget the 18 line radio template. Align your text to the left margin and each sentence (one thought) is one line, then start a fresh next line.
* Use 14 -20 point fonts. 14 is the most utilized to enable the VO to read copy more effectively.
* Ever since we first started reading books, newspapers, magazines, etc., guess what was the most used font style? Times New Roman. So, our brains learned to comprehend that style all through our lives. And it only makes sense to use TNR as your basic font style, since our brains already understand it and are conditioned to read it more effectively.
* Finally, use Word Count to get the proper amount of words into your script. For 60 seconds, here are the standard word counts to consider: 120 wc for slow, methodical, biblical reads, 150 wc for standard conversational reads. 160-165 wc for nicely paced informational reads. 170-200 wc for fast-paced car spots.
Remember: the less wordage you use, allows the script to breathe. Give your voiceover a chance to emphasize words, show attitude/personality for each specific problem/solution your copy may try to solve. And don’t forget, a pause, is the most effective way to get attention. Bringing your voice to a stop and then follow-thru, garners the attention of the listener. It’s a real secret trick for good writers. (check out the 2nd spot on my Commercial Demo – see if you don’t agree)
What are some of your ideas that have helped you to make your scripts more effective? Love to hear your input. Till then –30–