Developing a great voiceover script for marketing your small business

No matter if you are going to hire a professional voiceover artist, or if you are going to record the commercial yourself, the first step in the process is writing a script that will engage potential customers.

Let me start by saying an English degree is NOT required to write great ad copy…in fact, it might impede your small business.  Commercials that feel conversational outperform the stuffy Harvard commerce script every day!  For example, if your company sells Acoustic Studio Absorption Foam Panels, then a stuffing (aka boring) pitch might read like this:

“Controlling sound attenuation is a scientific process whereby the coefficient of sound reflection is absorbed by the size and shape of the fitted studio panel.  Foam panels are the most common medium can provide a High NRC rate of 0.75…”

The above is written correctly, but feels stuffy and over-written.  Put another way, the above description is not how you would describe the panel to a friend.  Using a more conversational approach, you might say:

“Foam panels help absorb sound that would otherwise bounce off the hard wall and create an echo.  The acoustic studio foam panels provide uneven foam surfaces that limit sound reflection.”

Tip number one for developing a great voiceover script is to keep it conversational.  Use everyday language that your typical customer would use…don’t talk over their heads with the goal of sounding smart.

The second tip for developing a great voiceover script is to keep it concise.  Don’t use six words when you can say it in four.  Example:

The actual name of the reference panel for this article is:  ”2’’ X 12’’ X 12’’ Broadband Sound Absorber-Sound Proof Padding Soundproofing Studio Foam”.  That is the name of the product we’ll put on the invoice, but until you sell the product, you are having a conversation…the better way to describe it is with fewer words:  “2” thick acoustic foam panel”.

Last tip for developing a great voiceover script is only communicate the bare minimum information to secure the website visit or trip to your retail establishment.

Too often small business people try to answer all questions on their website or on the sales flyer.  This provides the shopper all the information they need to secure a better price from your online competitor.  Instead, your ad copy should make you and your business feel comfortable and knowledgeable.  You want people to ask you questions (in person preferably, on the phone at a minimum) so you have a chance to engage the human.

Why engage the human?  Because 90% of the time people decide based on emotion and 10% on logic.  Flyers and websites are not very good at communicating an emotional presentation.  Talking one-on-one with the customer gives you a chance to read their body language and provides a verbal and visual response.  

In the trade show business, I always consulted my clients on this basic concept…in business, you get paid on the information you get, not the information you give.  Why does this person need an acoustic panel?  With that information, you are better armed to provide the emotional reason to buy the 2” thick acoustic foam panel your business sells. 

Ed

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