The Three Elements Of A Commercial Script
When an author starts a book he lays down the outline. Your outline for a commercial script is ready made and it’s three easy elements.
1. Set up the problem (or create the need)
2. Solve the problem (or fill the need)
3. Tell them where to get the solution to the problem or fulfill the need
Sounds pretty simple, but let’s take a little closer look.
Set Up The Problem
When I start out a commercial I often use a question to set up the problem.
“Are you tired of your car running rough and sounding like the winner of a tractor pull?”
I’ve taken a page from the potential customers’ life and laid it out in front of them. Of course they are tired of that issue, but they may not know if they can afford the solution or if maybe, they can do it themselves.
Solve The Problem
Make it easy, hand them the solution.
“Your car is a fairly complex machine. Lots of things can make it perform poorly. An expert can quickly isolate and solve your problem. At Regal Automotive, we have the diagnostic tools and trained mechanics to do it. We’ll smooth out your engine and quiet your exhaust, quickly. We even offer financing if your budget is tight.”
Tell them Where To Find The Solution
Now, it’s all about making it easy for them to contact or find you.
“Regal Automotive, at twelve twenty-two Highland Road in Palmyra. Find us on line at Regal Automotive dot com.”
Is this going to win “funniest Super Bowl Commercial” of the year? No, and it doesn’t need to. You’re solving someone’s problem. If fact you’ve solved the car owner’s problem and the repair shop’s problem too. The car gets fixed for the car owner, and the business owner gets a new customer. By the way, did you count the words? That commercial is 92 words long and will come in right under 30 seconds.
1. Set up the problem
2. Solve the problem
3. Tell them where to get the solution
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Simply follow the three easy steps, and you'll write a commercial that sells every time!
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