When putting together ads, getting your commercial scripts right is a non-negotiable.
Whether it’s on broadcast, cable, or streaming TV, on radio and podcasts, or across social media, the number of commercials you’ll see and hear on a daily basis is typically in the hundreds, if not more.
So, how do you make your ads rise up through all that noise? Well, one of the most effective ways is with killer commercial scripts.
Of course, easier said than done, right?
Many radio and TV commercials rely on generic, worn-out tropes that don’t do enough to get people interested.
It’s not that they specifically opt to do this. But writing a great commercial script can be difficult, even if you know your product or service inside out.
In this article, we’ll give you some tips to develop more effective ads that can actually hold the audience’s attention.
We’ll also explain how to find a voice actor who can add value to your brand.
While every organization is different, these tactics will help almost any brand optimize its commercials and achieve its marketing goals.
Start from a Clear Message
Commercials give you a limited amount of time to communicate a message that your audience will remember.
With that in mind, the core brand message should be front and center in all your commercial scripts.
If you’re running an ad for Black Friday sales, you’ll need to include the discounts and any notable products that are on sale.
At the same time, you also need to sell your brand on a psychological level.
Nobody is perfectly logical, and consumers generally make purchase decisions based on emotions rather than cold analytics.
By the end of the ad, your viewers or listeners should have a positive association with your brand image, mission, and values.
Remember that your brand messages don’t always need to be explicitly written into your commercial scripts.
Being too explicit with your messaging may make the ad seem too obvious and predictable.
Esurance, for example, made a big advertising splash by hiring The Office star John Krasinki for their commercial voice overs.
They leveraged his existing reputation and persona to lend their brand more credibility, and it aligned perfectly with their core messages.
The script is written in a simple, casual tone that fits his character and highlights the key benefits of Esurance in a limited word count.
While not all brands can hire celebrity voice actors, this example demonstrates the importance of matching your script and voice actors to your brand’s overall message.
2. Keep Your Commercial Scripts Concise
Every commercial script needs some creativity and flair to the final product, but you probably won’t have time to stray very far from the core message.
This is especially true in 2025, with short-form ads becoming more common on YouTube and other online platforms.
It can be incredibly tricky to develop effective content for a 15-second (or shorter) ad slot.
One way to get over this issue is to use Voice Crafters’ 100% FREE AI copywriter tool.
Quick and easy to use, not only will this help you shape your ideas into an exciting draft but you can direct the tool to keep the copy concise by noting the exact length in seconds that you want your script to be.
You may worry that your copy is too short, but if it’s written in such a way that it immediately captures attention, then it’s achieving your main aim.
Always include a strong call-to-action (CTA) directing viewers to your website or a phone number where they can learn more about your company.
3. Be Mindful of Word Count
The length of the ad slot will determine how many words you can fit into your script.
In general, voice actors will say about 100-150 words per minute.
Naturally, this number will vary dramatically depending on their speaking style as well as the content of your ad.
Just because a voice actor can read out the entire script in time doesn’t mean they should.
It’s often better to cut extraneous content entirely so that you can focus more on the main points.
A rushed or hurried tone will turn viewers off and negate any benefit of a longer script.
As demonstrated above, a leisurely pace can be highly effective, and your audience can only absorb a certain amount of information in a single ad.
Some of the most effective ads use almost no words at all — less is often more when it comes to commercials.
The famous “No Words” NHL commercial from 2010 illustrates the impossibility of using words to describe certain emotions.
4. Anticipate Questions and Concerns in Your Commercial Scripts
Unless you work for a major brand, your commercial audience probably won’t be very familiar with you.
Since commercials only travel in one direction, you need to proactively cover any questions viewers may have.
First, consider what a lead might be interested in.
This starts with the basics:
- Your products or services
- Why you’re better than the alternatives
- Any specific call to action such as a new product, special discount, or exclusive content
You should have these core takeaways in mind before you start writing the script.
The YouTube Premium ad below illustrates how to build a commercial around anticipated questions and concerns.
In just a few seconds, it highlights one of the platform’s key features: playing audio while the app is closed.
Amanda’s voice over provides a bright, lighthearted tone that aligns with the simple message.
This provides a perfect answer to the question “why should I switch to YouTube Premium” without any unnecessary details.
5. Commercial Scripts Don’t Always Have to Be Funny
We’ve all seen surprisingly clever commercials, but humor doesn’t always come off as intended.
In some cases, it can be a crutch that marketers rely on when they don’t have any better ideas.
Think about it.
For every funny ad that’s genuinely well-written, dozens more fall flat.
Keep in mind that an ad can have a handful of jokes or puns without being too reliant on humor.
Overwriting is one of the most common mistakes in video and radio ads.
It’s more likely to turn viewers and listeners away than it is to actually attract their interest.
You don’t need incredible jokes or cutting-edge effects to craft great commercial scripts.
The Quizno’s rat commercial is one of the best-known examples of a funny ad that backfired.
Again, humor can be effective when used in the right ways, but it can also be boring or even grating.
6. Run a Table Read in Advance
Writing a script down on paper is one thing, but hearing how it sounds out loud is another.
It’s easy to assume your script is golden just because it reads well silently.
Even if you use our free AI copywriter for your commercial scripts, make sure to do at least one table read and see how the text flows when it’s being read by a real voice actor.
This will help you notice any awkward moments or pauses that could hurt the ad’s pacing.
Keep in mind that your script needs to include directions, including set, wardrobe, and shot changes along with the voice over script.
Every word and visual detail should be scripted and rehearsed before you begin recording.
7. Focus on Concrete Benefits
Another common mistake is focusing on the brand itself rather than what it means to viewers.
It’s crucial to recognize the distinction between features and benefits.
The average user isn’t likely to understand the difference between a computer with 8 GB of RAM and one with 16.
Twice as much RAM sounds good, but it won’t connect unless you explain how it will improve their experience.
Rather than just showing the RAM difference itself, the manufacturer might show side-by-side video of each one loading.
Cutting loading times by 50% is an easier sell than simply doubling the technical specifications.
With that in mind, you should start by thinking about what the features mean for them.
The Sennheiser commercial below is an outstanding example of covering features in relation to their associated benefits.
For example, it explains that the “triple microphone array” leads to “excellent speech clarity” rather than simply highlighting the array itself.
It also covers a number of additional perks including noise cancellation, touchpad controls, and a smart pause option.
These details underline the reasons to switch to the Sennheiser PXC 550-II, and the sleek product shots match the brand’s luxury image.
Final Thoughts
Writing and formatting commercial scripts is more complicated than it sounds.
Effective video and audio advertising depends on expertise at every step of the process.
We’ll help you find the best voice talent for your commercial and can guide you in all other aspects, from scriptwriting to editing, to ensure you create a compelling final product.
As I said, writing and formatting commercial scripts isn’t always simple, but Voice Crafters goes out of its way to make it easy!
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