Start Swell End Well
Catch their attention in your first sentence. You don’t even have to say anything that has much to do with the rest of the commercial. You can start with a Question? Some Fun Facts, Something cute you heard at the supermarket, even a bit of Gargibly-Gook. Whatever it is, make it catch your listeners attention. One of my favorite spots I wrote 15 years ago still stands out today. It started with Plastic or Paper? That ever so hard to decide question at the cash register. (Many) Almost all can relate. And I bet it caught their attention. You could even use it in 2018. In Hawaii they charge 15cents per bag no matter what your answer is, so maybe in 2018 it’s Do you want a bag with your 18 pieces of hard to carry items? One time, they didn’t ask me and I didn’t ask them for a bag. I walked out with 9 very awkward items to carry to my car, then up to my condo. Was pretty whack!
Whatever your first sentence is, take time and make it a VERY good first sentence.
Same goes for the end of your commercial. Give it some action. For More information go to Advertising in Hawaii Dot Com. To Get your Fifteen Dollar Discount coupon, find us on Google. Make it something the consumer can and wants to do. Make sure it’s something worthwhile and easy to do.
The beginning and the end of your commercial is the most important portion of your whole script. Make it Sizzle. Catch their attention at the beginning, get them to do something at the End. Start Swell and End Well.
Stand out with Sound! Writing for Radio Tip #388