Writing an Audio/Visual (AV) script template can be a nerve-racking undertaking. Your message may be simple, but getting it down to one-minute timing can be an intimidating thing.
Don’t worry. As with any creative endeavor, you just need to lock down your structure. This is what a trusty AV script template (or audio visual template) does: it arranges the sights and sounds of your idea into a linear flow.
In today’s post, we’ll go end-to-end on how to write a commercial script. And you’ll find a free AV script template below to capture your idea right away.
WRITE A COMMERCIAL SCRIPT
How to write a commercial script?
When crafting a commercial, it’s important to know where you’re going. Otherwise, even if you’re super-clear on what you want to accomplish, small creative choices can detour your vision.
How to create and populate an AV Script Template
Thankfully, it’s simple to learn how to write a commercial script. A two-column script template is all you need to get started (which is true in documentaries and music videos too).
But before filling out your video script template, keep a few things in mind:
Concept your Script
1. Start with what your saying
Get yourself (and team) really clear about your video’s intentions.
If you are working with a creative team or client, you might consider starting with a creative brief. This will hammer out the general goals and execution for everyone to sign off on.
If that isn’t necessary, boil your concept down to its core messaging. What is the call to action you’re driving toward? What should the audience take away?
Consider this recent spot from McDonald’s. The intention is straightforward: convince people to buy those tasty Crispy Tenders. The chicken tenders drive the concept: grandmas love chicken good enough to “pass as their own.”
If the concept also featured, say, new dipping sauces, it would have been different. Grandmas are probably more known for their homemade chicken recipes than their dipping sauces.
If you aren’t extremely specific, your concept can go off course easily.
Understand your Target audience
2. Be the Audience
You’ll also want to be extremely clear who your target audience is.
Do you need more than a two-column script template?
It seems natural that an audio-video script require only two columns. But some prefer to use a three-column script template (or more) to capture additional information.
This might include shot numbers, timecodes, or additional graphics and audio.
If those are vital to your concept, then right-click on the column in the Google Docs script template and select one of the “insert row” options to add a new column you AV script template.
Otherwise, stick with the two-column script template.
revise your av script template
Read your AV script template aloud
Writing something and acting it out are two very different things. If your commercial requires voice-over or dialogue, consider hosting a table read. Hearing the words spoken will better inform if everything is clear, economic and hitting the right tone.
Use it as an opportunity to make your final tweaks and revisions to your video script template. Soon enough, you’ll get the sign-offs you need and move into pre-production.
Enter your email to download your FREE AV Script Template.
How to make a Commercial by Mastering Persuasive Ads in 5 Steps
As you solidify your AV script template, drive toward what your viewer is taking away. Whether it’s information or a specific product, build to a call-to-action they can’t refuse.
And remember what radio personality Ira Glass said: “your taste is why your work disappoints you.” Don’t get discouraged if your video script template doesn’t take shape immediately. Patiently whittle that bad boy down until you achieve your vision.