Promo scriptwriting is its own unique form of writing. While you may have nailed commercial scripts, narration scripts, etc., promo scripts are a whole new playing field. If you don’t know about promo scripts and how to write them, you could wind up writing an entirely different kind of script.
So, what is a promo script and how do you write one? Here is everything you need to know about promo scripting for voice-overs.
What Is a Promo Script?
A promo script is similar to commercial scripts, but they have some stark differences that make promos unique. Firstly, promo scripts are typically much shorter, being around 30-60 seconds long. They can be longer, but that runs the risk of changing the type of script. For example, it could easily turn into an explainer script instead of a promo one.
Next, promo scripts are almost like behind-the-scenes scripts. The goal of a promo script is not particularly to make a sale (though you should have a call to action in it). Promos focus more on what’s behind the feature, service, etc.
Essentially, the idea of a promo script is to promote, not to directly sell. For instance, Starbucks had a promo for Earth Month where they encouraged people to use their borrow and return cup system. It encouraged people to use said system because it can make the earth better.
Consequently, it will also encourage people to go to Starbucks, but it is not obviously stated in the promo. The main call to action focused on their new cup system, encouraging people to take part in helping the world for Earth Month.
So, the main parts of a promo script are to stay short, promote, and encourage. If you casually encourage a sale like what Starbucks does, then that’s a bonus but it is not a must. Otherwise, you’d be making a commercial script.
How to Write a Promo Script
Now that we know what makes a promo script a promo, we can get into how to write one. Here are some basic tips that you can implement while writing a promo script.
What Is Your Purpose?
Think about the reason you are writing a promo script. What exactly are you promoting? Are you promoting a course, an event, a business? Each of these things would have a different approach, so consider it wisely.
For instance, let us say that you are making a promo for a business. Since we are not directly selling the business’s products or services, what angle should we take? We would focus on their business ethics and happy employees. We could highlight what their business’s message is and what they believe in.
What if you need to make a promo script for an event? Instead of directly telling people to go, take a different approach. For instance, if the event is for charity, you can talk about what the charity is and how the event will help.
Avoid Overpromoting and Focus on the Goal
While you know the purpose of your promo, you should not go overboard. Let’s say that you have 20 seconds to promote a new computer. The computer likely has all new features, but you shouldn’t overstuff your promo script by listing every feature the computer has. Focus on the best, most interesting features that will fascinate your audience.
Ideally, you should also have one goal for your promo. Since promos are short, you don’t have a lot of time available, so it would be best to focus all that time on a single goal. That way, you would make the most out of your script rather than writing a low-impact one.
Consider the Audience
With any script, you always have to keep your audience in mind. Your audience greatly dictates how you write your script, especially for promo scripts. Promo scripts don’t directly sell, so you want to keep them engaging. Making a promo script engaging means catering to your audience appropriately.
For instance, let’s say your promo is for children. Children love to hear enthusiastic and happy voices. On the flip side, excessive excitement may not intrigue older audiences. Older audiences may prefer a more gentle yet engaging tone of words.
Offer Instant Gratification
Promos don’t usually offer you a lot of time to “reward” your listeners, which is perfectly fine. Most people prefer instant gratification because they want to get something nearly immediately. So, find a way to make your audience feel rewarded right away.
Remember how I mentioned earlier that you need to know your audience? This is a good way to know how you can give them something in your script. For instance, younger generations would probably enjoy a good laugh, so inserting a joke that they’d like would instantly make them enjoy your promo.
Add Personality
While it is a voice actor’s job to add spice to a script, you can certainly help them by offering a bit of personality with your words. Remember, no one wants to hear a robot constantly listing out facts. You need to engage them with a real personality to make them listen to your promo.
You can add personality by imagining that you are talking to your audience. Choose words and a tone that is relatable and conversational without being patronizing. You don’t want to sound like a tryhard, so make it as natural as possible.
Have a Call to Action
This is one of the most crucial parts of your promo script. You want your audience to take away something from your promo, so what do you want them to do? Do you want them to learn about your business’s message? Do you want them to be aware of your new policies?
Your call of action does not have to be obvious. For instance, you can restate your business’s new policy at the end of the promo so they remember it. If you want to encourage people to visit a physical shop or website, you can mention your contact details quickly.
Promo Script Examples
If you feel like you’re still stuck on ideas then you probably need a bit of inspiration. Here are some examples of promo scripts that can help get motivated to write.
Script 1
This script is a general script about a school, so the target audience will be parents. The focus of the script is on the school’s new learning programme. The tone of the script is fairly upbeat and conversational.
“Does your child have trouble reading or solving math problems? Well, the __________ can help with our latest learning programme.
We have qualified teachers that know how to help children overcome obstacles with ease to develop their minds.
Our goal is to help your child learn how to do math problems and read while having fun!
You can choose what times best suit your child – weekday nights, after school, or even on the weekends.
Got more questions? Call us at _____ to schedule an appointment. We are next to _____. Your child’s education is the foundation for their future, so it is time to invest in it.
Script 2
This script is a general script for an upcoming ballet performance. The focus of the script is to inform people of the performance without directly selling it. The script’s tone inviting and captivating.
You probably know it and have probably seen it, but you have never experienced it like this before.
Be prepared to be amazed by a new take on a classic and amazing love story in the world, Romeo and Juliet.
This performance features music materfully played by ______ Orchestra, perfectly performed by the _____________, and choreographed expertly by world-renowned __________.
______________’s rendition of Romeo and Juliet will be on ____________ at the _________.
You can get tickets from _________.
Do you have any must-know tips everyone should know about promo scriptwriting? Be sure to share them in the comment section below!
