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“It
looked great on paper…” -
famous
last words, and particularly vexing when you find yourself applying the
statement to that troublesome spot that just isn’t coming out right!
Here are a few quick tips that may help “grease the wheels’.
Read
your copy out loud and time it with a stopwatch.
Copy that seems fine when read
silently may not work as well when spoken. You can read silently
approximately three times faster than you are going to want it voiced if
you are trying to communicate an emotion and not just deliver a ton of
cold hard facts. You’re trying to evoke a vivid,
to the point, emotional picture, not bombard the listener with data.
Are you writing for a 30 second spot? Then don’t try to cram in 90
seconds worth of words! The chances of anyone understanding or retaining a
message delivered at that speed are nil... and chances are the
listener will "tune out" when assaulted by a hurricane of words.
Copy delivered relatively slowly
will not just make the message easier to hear; it will underscore the
importance of each and every word. Allow the talent room to read with
expression. A good rule of thumb is a "reading rate" of about
145 words-per-minute. Pay attention to your word count. Here are some
guidelines:
- :15 sec = 36
words
- :30 sec = 72 words
- :60 sec = 145 words
Your copy should sound natural, the way speech sounds when you’re
talking to a real person. In conversation your tone will vary, depending
on whether it’s a formal or an informal setting, your relationship
to the other person, and the emotional character or tone of the exchange. The same should be true in your copy; regardless of
tone, always strive for that “conversational” quality. This doesn't
mean just laid-back and relaxed, it means "real": Your
copy can be exciting if that's the concept; if the scenario calls for a
character to exhibit exaggerated emotions to make a point, go for it. Caricature implies ludicrous exaggeration of the characteristic features of a subject,
sometimes used for comic effect, and is best used in contrast to
some connection with the real world, be it a straight-man or just perhaps
some common-sense concept. The idea in general is to not be affected or
artificial, and to relate to your intended listener in a manner likely to
be received. We want to be listened to, not just heard!
Avoid tongue twisters unless they’re an integral part of your
creative concept: i.e., you’re
specifically and intentionally using them as an attention getting
device, or comic relief for the spot. They can creep in unexpectedly,
so if you find one rearing its ugly head, try to re-word it.
Watch out for long,
complex sentences with several modifying clauses.
You don't want to make the hearer work to get the message. (Remember the “Conversational” rule. And it’s always nice to
allow the talent to breathe once in a while!)
Include
any special instructions for the talent such as phonetic pronunciation of
unfamiliar terms and delivery style: e.g. Casual, Friendly, Fast-Paced,
Exciting, Authoritative, etc.
So… keep it simple and keep it real!
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