Scripting for dynamic audio is slightly different from writing a traditional ad, but it’s straightforward once you know the basics. A well-formatted script is the key to a smooth recording session and a flawless final ad.
Here’s our simple checklist to get it right every time.
1. Keep an Eye on the Clock: #
With different versions, timing is everything. For a 30-second ad, aim for around 90 words, but the golden rule is this: always time your longest possible script. Read it aloud with a stopwatch to make sure it fits comfortably within your slot, leaving room for natural pauses.
2. Make It Sound Natural: #
The goal is to create an ad that sounds like it was recorded in one go. To achieve this, plan your script around natural break points – like where a voice artist would normally take a breath.
A quick tip: Where you can, write dynamic lines as full sentences. This helps the voice artist deliver them with a natural flow and energy, avoiding that awkward ‘slotted-in’ feeling.
3. Our Simple Formatting System: #
To keep things clear for everyone – from the creative team to the sound engineer – we use a simple system:
- Colour Coding: Blue text is for the parts that change (the dynamic lines). Black text is for the parts that always stay the same (the static lines).
- Numbering: Every line gets a number. Static lines end in “.0” (e.g., 2.0). Dynamic lines get their own number (e.g., 1.1, 1.2, 1.3, etc.). This makes it easy to see exactly what’s happening where, and is important later when loading audio into our Studio platform.
4. Don’t Forget Your Fallback Line: #
For every dynamic section, you’ll need a ‘default’ or ‘fallback’ line. This is the version that plays if, for any reason, we can’t get the listener’s data. It’s your safety net, ensuring the ad always makes perfect sense. Simply place it at the end of each dynamic block.
5. The Final Polish: #
Before you send the script over for recording, do one last check:
- Read it aloud again. Does every version sound natural and maintain a consistent tone?
- Count the syllables, not just the words. Sometimes a shorter looking line can take longer to say. Use a syllable counter to be sure which version is genuinely the longest.
- Pop the longest version on page one of your script. This helps everyone keep the timing front of mind.
And that’s it. By following these simple steps, you’ll deliver a script that’s perfectly prepped for production.
