You have a brilliant creative idea. Now, how do you make it dynamic? It’s not about adding complexity, it’s about adding layers of relevance. Here’s our simple, creative-led approach.
1. First, Nail Your Core Idea #
Before you think about any triggers, what is the single most important thing you want to say? This is your creative anchor. It’s the message that needs to work perfectly on its own, delivering the core benefit of your product or brand. Every dynamic version we create will pivot from this central thought, so it needs to be strong.
2. Find Your Moments of Relevance #
Now for the fun part. Put yourself in your listener’s shoes and ask: what’s happening in their world right now?
- When are they listening? Is it a frantic Monday morning or a relaxed Saturday afternoon? Their mindset will be completely different.
- Where are they? Are they driving through central London, or on a train in the Scottish Highlands?
- What’s the weather like? Is it the first sunny day of spring, or a miserable, rainy Tuesday?
The goal here isn’t just to list contexts, but to find the moments where your message can become genuinely more helpful or meaningful.
3. Choose Your Creative Triggers #
Based on those moments, pick the one or two data triggers that will have the biggest impact. Remember, less is almost always more.
Here’s how to think about it:
- For a Retailer: Use Location to make visiting a store feel effortless by referencing the one just around the corner. Or use Time of Day to offer the perfect solution for their lunchtime craving or their journey home.
- For Automotive: Use Day of the Week to switch between the practical benefits for a weekday commute and the feeling of freedom on a weekend road trip.
- For a Food Brand: Use Weather to offer the perfect antidote – a hot, comforting soup on a cold day, or a refreshing iced drink when the sun is out.
4. Scripting Your Variations #
Now it’s time to write. For each trigger, you’ll create different lines of copy. The key is to make every single one feel natural and intentional. A quick checklist for every line you write:
- Does it sound natural? We want seamless audio, not a message that sounds like it has been ‘plugged in’.
- Is it the right length? Keeping the timing consistent across all variations is crucial for a smooth edit.
- Does it connect to the core idea? Every variation should be a new door into the same central message.
- Have you got a fallback line? Always have a great ‘default’ option ready for moments when data isn’t available.
5. The ‘Read It Aloud’ Test #
This is the most important step. Mix and match your different variations and read the full scripts aloud. Do they always flow? Does any combination feel awkward or forced? This simple test is the best way to check your work and ensure every listener gets a perfectly polished, premium audio experience.
