PageView
(Advertising)

How I Write Scripts for TV Ads

From avoiding common mistakes to leveraging visual storytelling, unlock the keys to TV advertising success.

Roy Williams
Roy Williams
June 14, 2024
How I Write Scripts for TV Ads

Notice that title. It does not say, “How to Write Scripts for TV Ads,” but, “How I Write…”

I have my own weird way of doing it.

TV writers use a split-page approach:
Camera instructions in the left column. Audio in the right column.

I chose not to do it that way.

Back when the world was young, Radio people told me that Radio scripts SHOULD ALWAYS BE TYPED IN ALL CAPITAL LETTERS.

I chose not to do it that way.

and then came the online people who told me to write everything in lower case letters because who has the time to press the shift key in this fast paced digital world are living in

Me. The answer is me. I have enough time to press the shift key.

Aaron Sorkin would have been a great Radio writer. Watch his TV series – The West Wing, Studio 60 on the Sunset Strip, The Newsroom, or Sports Night –  and you’ll hear dazzling dialogue, brilliant banter, and riveting repartee. Your imaginary people will begin talking like real people after you’ve studied his film scripts, A Few Good Men, The Social Network, Moneyball, and Steve Jobs.

Aaron Sorkin says, “Until the words are right, ain’t nothin’ right.”

Or at least that’s what he would say if he was from Texas.

Radio writers have five tools in their toolbox:

(A) choice of words
(B) tone of voice
(C) vocal inflection
(D) music
(E) special effects; such as the sound of a car starting, a door slamming, or a dog barking.

Television writers have all the radio tools available to them, as well as:

(F) facial expressions, hand gestures, and body language
(G) Screen text
(H) visual special effects; such as slow motion, disappearances, and backlighting.

The predictable mistakes made by Radio people writing TV ads are:

  1. They try to cram 30 seconds worth of words into a 30-second TV ad.
  2. They describe things they could easily have shown onscreen.
  3. They forget screen text is available.
  4. They use an omniscient voice-over when they could have shown us the person talking. The omniscient narrator – common in radio ads – doesn’t work so well on TV.

Make no mistake: bad writing is bad writing. A boring Radio ad will be a boring ad on TV.

Here’s how to turn a great Radio ad into a brilliant TV ad:

  1. Eliminate descriptions of actions.
    Show us those actions instead. Add action-instructions to your script, but in a different color than the black ink used for dialogue. If you need to make a cellphone video of yourself performing the actions so the director can see what you see in your mind, do it.
  2. Show us who is talking.
    Add instructions to your script regarding hand gestures, facial expressions, and body language, but use a different color than the black ink used for dialogue.
  3. Use screen text.
    Domain names, phone numbers, and store hours are more easily shown than spoken. But before you add screen text, ask, “Do we really need this?” And when you write the instructions for screen text, use a different color than the black ink used for dialogue.
  4. Use special effects to amplify what you want to make memorable.
    But be careful. The gratuitous use of special effects is the mark of an amateur. Before you use them, ask, “Do we really need these?” And print these instructions in a different color than the black we use for dialogue.

Color is a language that can be used to link, or separate.

In case I forgot to mention it, the only thing you should ever print in black is the dialogue. Special effects, screen text, and instructions to the actors and cameramen will be in a subordinate color of ink.

Because the dialogue – the words – are what matter most.

I believe Radio writers can learn to write TV ads a lot easier than
TV writers can learn to write Radio ads.

If you're struggling to craft killer direct response ads for your business, Ryan Chute from Wizard of Ads® can help. Book a call.

(Advertising)
(Ad Message)
(Ad Copy)
(Advertising Methods)
(Advertising Techniques)
(Tv Ad)
Roy Williams
Roy Williams

Roy H. Williams is the OG Marketing Strategist and Master Copywriter. He IS The Wizard of Ads™, and it is his proven methodology, principles, and framework that are used daily at the Wizard of Ads™.

Share this:
Previous
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

Why Wizard of Ads®?

Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:

Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.

Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.

Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.

Who Should Work with The Wizard of Ads®?

Wizard of Ads®  offers services that start with understanding your marketing challenges. 

We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.

Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.

What Do The Wizard of Ads® Actually Do?

Maximize Your Marketing Impact with Strategic Alignment. 

Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.

Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.

What can I expect working with The Wizard of Ads®?

Transform Your Brand with Our Proven Process.

Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.

Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.

What Does A Brand-Foward Strategy Do?

The Power of Strategic Marketing Investments

Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.

While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.

Ready to transform your world?

(do it - you
deserve this)