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The best product commercials (either television, radio, or Internet commercials) all have one thing in common: they have the best dialogue. They keep listeners or viewers hooked and create interest, which most of the time results in these listeners or viewers purchasing the product.
The dialogue, also called as a commercial speech or a commercial script, is basically a speech or script written for a product or service commercial. If you are given the opportunity to write a commercial speech, here are some tips as well as some examples to guide you.
Listing down the purpose of having a well-written or well-composed commercial speech is like asking yourself, “Why do humans need water to survive?” or “What is the purpose of using the Internet?” It is a very obvious statement, but it is mostly undervalued and taken for granted more times than one could count.
There are actually numerous purposes why a commercial speech should be well-written down to the last sentence or phrase. Let’s first start with the very obvious answer: to gain an audience or a market. Like writing a good novel, dialogue needs to flow smoothly and should easily connect with the readers.
The dialogue in a commercial speech should capture the audience’s attention within the first five seconds of the commercial. The longer the time the commercial wants to present what it really wants to portray or sell, the more the viewer or listener becomes disinterested. Take note that commercials are only placeholders in videos, shows, and other multimedia platforms, so they should immediately catch the attention of the viewer or listener.
The second purpose of why commercial speeches should be well-composed is for the product or service being advertised in the commercial will be profitable. Commercials are not free and businesses don’t want to risk advertising their product through a commercial in which the views and listeners don’t convert into sales for their product. Unfortunately, third-party companies who specialize in creating various commercials do not charge cheap, and most companies do not have their own in-house multimedia department to create their own commercials which can significantly cut down their advertising costs.
The last purpose why a commercial speech should be well-written is to retain or improve company integrity. Let’s be honest, companies would purposely go into bankruptcy if they wanted to create a commercial that would immediately destroy their integrity as a business organization. Take this line from a bank commercial for example, “We are not really investing the money you deposited, we just give them to our managers and senior officers for their vacation fund.” Even though the previous statement is only 20 words long, it has permanently damaged the reputation of the bank. Depositors would immediately withdraw all of their funds in a matter of seconds after seeing or hearing the commercial.
So how do you exactly write a commercial speech? Listed below are some tips and guidelines to help you.
Every composition always begins with a concept or an inspiration, like in a movie, song, or novel. Commercial speeches are no different, as you want to conceptualize what you want to present in the commercial through writing the commercial speech. Take note that when your are conceptualizing, you should give focus to the product or service.
Ask yourself these questions when you will be creating a concept for your commercial speech: “How does the product or service work?” “Who are the product’s main customers?” and “How does the product benefit the customers?” Don’t veer away too much from your product as it defeats the purpose of the commercial speech. Take for example creating a commercial speech for a shampoo; you focus more on the dandruff and other scalp and hair disorders than the shampoo itself.
You don’t have to be Steven Spielberg, J.R.R. Tolkien, or Martin Scorsese to create an effective commercial speech. You may reach their success someday, but every success always starts with something small. You can start your path to success by writing an effective commercial speech.
Some of the best commercial speeches may have simple yet interesting and alluring dialogue, but all of them incorporate the most basic speech writing and English language essentials. Before you even attempt to write any composition, you should have a strong grasp on the English language. Identifying and being able to master parts of speech (nouns, pronouns, verbs, adjectives, adverbs, prepositions, conjunctions, interjections) and sentence writing (subject-verb agreement, phrases and clauses, dependent and independent clauses) should be your top priority before you write a commercial speech.
Take note that releasing a commercial with bad dialogue and poorly constructed phrases and sentences will only bring negative results to the product and to your company.
Part of conceptualizing is to create multiple drafts or versions of the commercial speech. It may take a long time for you and your team to compose a high-quality speech, but the payoff will be much more greater and your company will surely benefit from a well-written commercial speech.
Having multiple drafts creates options for your company to choose the best one that connects to the audience better. Revisions will also be easier for multiple drafts as you or your team won’t have to start from scratch if revisions will be made.
Before you convert your commercial speech into an actual commercial, do a table read or act out the speech in front of people, preferably company personnel and a select number of customers. Similar to making multiple drafts, this ensures that the commercial speech is approved by the top brass of the company before it is incorporated in the commercial.
If you are a business owner or the CEO, present first the commercial speech to your business partners and a select number of customers. Even if the sample size is only small, you are already getting a reaction and most likely you will receive comments and constructive criticism. This ensures to that you still have time to revise to your speech before it will be incorporated to the actual commercial.
Considering all the points discussed above, here are a few examples of commercial speech excerpts you can use when you will be writing your own commercial speech. Take note that the examples below are not entire speeches, but only sections or portions of commercial speeches.
I am not a role model. I am not paid to be a role model. I get paid to wreak havoc on the basketball court. Parents should be role models. Just because I dunk the basketball, doesn’t mean I should raise your kids.
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They say don’t practice shots you don’t use in the game. They say don’t pre-game to slow jams. They say don’t eat seafood in Oklahoma. They say don’t be a tram distraction. They say a lot of things. Don’t do they, do you.
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We hope you found this article to be informative and helpful when you will be making your own commercial speech. As previously mentioned, the best commercials (Internet, television, or radio commercials) contain the best dialogue, and they are a result of a well-written commercial speech.
Effective commercial speeches do not only result in increased visibility for your company but increased profitability as well. If a business is doing well financially, then it will be able to achieve long-term sustainability.