So, you’ve decided to boost your business’s visibility via the medium of media. First of all, we commend your ambition.
But more importantly, a word of caution; using video to market your brand can leave you looking rather exposed if the output isn’t slick and seamless. That’s why, when creating a script for an ad, it’s important to get it written by a professional. The same way you’d hire an expert to put together videography, a photographer to capture imagery, or a graphic designer to put together a logo; you’re better off picking a professional when putting together your script.
Let’s take a closer look at some of the key reasons why…
Written Vs Spoken Language
One key reason why it’s important to get your voice over script written by a professional, is the fact that spoken language has a specific set of rules that differs greatly from written language.
For instance, spoken language utilises tone, speed, as well as pitch to improve how words are conveyed. Written language, while you may try your best to add punctuation and layout to indicate tonality, still may not be written ideally for speech.
Spoken language is often more informal and friendly in the tone it’s written in, whilst written language is moreso structured for the sake of formalities. Something that a professional will know the difference between.
Ease Of Flow
Another key difference between a novice and professionally written script is that a professional knows how to write voice over scripts that can fit within a 15, 30 or 60 second window.
This part is especially important. When it comes to audio advertising, as well as regular video ads you find on TV and social media, every word counts. Typical human error may make it so that there may be filler words, or simply be written in a way that doesn’t allow for a voice over to be flexible with timing.
Voice overs need to be clear and concise, meaning the scripts need to be even more to the point, so as to communicate your message as straight-forward as possible. The key is to keep it short and sweet, but knowing how short is the key difference between a professional and the inexperienced voice over script writers.
While it’s important to keep it short and sweet, it’s also of equal importance to ensure that you include pauses in the right place, to create the effect you desire.
Read: How to record better recruitment videos
Knowledge Of Ideal Word Count
Do you know how many words you’d need to fit a 30 second voice over script? What about for a 15 second one at double the speed? From the top of your head you’d likely find trouble in interpreting this yourself.
A script writing professional knows these like the back of their hand, as well as what speed works best for which purpose, whether you’re targeting a radio or TV audience, formal or informal.
This brings us onto our next, and final point…
Knowing How To Speak To Your Audience
Granted, as a CEO or higher-level management, you’re expected to already understand your target audience, but do you know how to speak to them? Not everyone does, which is why you’d hire customer service representatives, salespeople, etc.
In fact, it’s no surprise that many tend to opt for a professional voice over agency, especially when it comes to communicating with a target demographic and speaking their language. You may know what they need, but knowing how to communicate this to them makes all the difference.
Besides, you may be a genius in terms of creating solutions out of thin air, but creating a script designed to convert a wide demographic of people? That takes raw talent that, simply, not everyone has.
You may consider the option of a professional writing your script simply because they’re doing what they do best. This doesn’t mean that you don’t have a say in what the final written script looks like, but it’s always useful to have fresh, experienced eyes on it to ensure you’re on the right track.
Should I Write My Own Voice Over Script?
Unless you’ve got a knack for creative conversational writing, we recommend that you leave it to the professionals. Script writing is an art form in which the ‘artists’ are well-versed in a conversational style of writing, which may come naturally to some more than others.
If you’re still adamant on writing your own voice over script be sure to give it a go, just take these principles into consideration, so you can get the best result possible!