Writing VO for an Online, VOD, or Television Commercial

Crafting the perfect voiceover (VO) script for online, video on demand (VOD), or television commercials is essential for capturing your audience’s attention and delivering a compelling message. At Story Machine, we’ve honed a best practice format from years of experience in video production. This format ensures your VO script is engaging, informative, and effective. In this guide, we’ll walk you through our proven approach to writing VO scripts for commercials.

Best Practice Script Format

Our best practice script format follows a logical sequence to capture attention, address pain points, showcase features, communicate benefits, and guide the viewer towards a clear call to action (CTA).

1. Hook

The hook is your chance to grab the viewer’s attention within the first few seconds. In the competitive world of online and broadcast media, you need to make an immediate impact.

Tips for an Effective Hook:

  • Ask a Question: Pose a question that addresses a common problem or curiosity. E.g., “Tired of dull, tired-looking skin?”
  • Make a Bold Statement: Use a surprising or bold statement to pique interest. E.g., “This revolutionary serum can transform your skin in just 7 days!”
  • Create an Intriguing Scenario: Start with an engaging scenario that draws the viewer in. E.g., “Imagine waking up to radiant, glowing skin every morning.”

2. Pain Points

Identifying and addressing your audience’s pain points helps create a connection and demonstrates that you understand their struggles.

Tips for Highlighting Pain Points:

  • Be Relatable: Use language and scenarios that your audience can relate to. E.g., “We know how frustrating it is to deal with dry, uneven skin tones.”
  • Be Specific: Clearly outline the specific problems your product or service solves. E.g., “Say goodbye to fine lines and dark spots.”

3. Features

Once you’ve addressed the pain points, introduce the features of your product or service that address these issues.

Tips for Showcasing Features:

  • Highlight Key Features: Focus on the most impactful features that directly address the pain points. E.g., “Our serum is packed with Vitamin C and Hyaluronic Acid.”
  • Use Descriptive Language: Use vivid descriptions to make the features come alive. E.g., “This potent blend hydrates deeply and brightens your complexion.”

4. Benefits

Features tell, but benefits sell. Explain how these features improve the user’s life or solve their problems.

Tips for Communicating Benefits:

  • Focus on Outcomes: Explain the direct benefits and positive outcomes of using your product. E.g., “Enjoy smoother, more youthful-looking skin.”
  • Personal Experience: Share your own experience to add credibility. E.g., “I’ve noticed a dramatic improvement in my skin texture and tone.”

5. Call to Action (CTA)

End your script with a strong CTA that tells the viewer exactly what to do next. Make it clear, compelling, and urgent.

Tips for an Effective CTA:

  • Be Direct: Clearly state the action you want the viewer to take. E.g., “Click the link to get your glow on today!”
  • Create Urgency: Use time-sensitive language to encourage immediate action. E.g., “Limited time offer – don’t miss out!”
  • Offer an Incentive: Provide an extra incentive to act now. E.g., “Order now and receive a free skincare consultation!”

Example Script

Here’s an example script following the best practice format for a skincare product VO:

Hook: “Tired of dull, tired-looking skin?”

Pain Points: “We know how frustrating it is to deal with dry, uneven skin tones.”

Features: “Our serum is packed with Vitamin C and Hyaluronic Acid.”

Benefits: “Enjoy smoother, more youthful-looking skin.”

CTA: “Click the link to get your glow on today! Limited time offer – order now and receive a free skincare consultation!”

Writing an effective VO script for online, VOD, or television commercials involves capturing attention quickly, addressing the viewer’s pain points, showcasing your product’s features, communicating the benefits, and ending with a strong call to action. By following this best practice script format, you can create commercials that engage your audience and drive conversions.

Ready to get started?​

At Story Machine, we specialise in crafting engaging and high-quality commercials that deliver results. If you’re ready to elevate your video production, contact us today!

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By providing this information, you help us understand your vision and ensure we deliver a video that meets your expectations. Our team is here to guide you through this process, making it as smooth and stress-free as possible.

1. Project Objective:
Define what you want to achieve with your video. Is it brand awareness, product promotion, or customer engagement?

2. Target Audience:
Specify who you want to reach, considering demographics, interests, and behaviours.

3. Key Messages:
Outline the main points you want to communicate.

4. Style and Tone:
Describe the desired look, feel, and mood of the video. Include examples of references you love if possible.

5. Budget and Timeline:
Provide your budget range and any deadlines.

6. Deliverables:
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