If you write scripts for ads, you have three audiences. The big challenge when scriptwriting is reaching each audience equally, and all at the same time. But it shouldn’t be too daunting. Just by knowing that you have multiple audiences, and who those audiences are, you have already taken one huge step toward writing better scripts. Over this article, we’ll talk through helpful ways to communicate with all three audiences at once. Let’s start by breaking down our readership.
Audience #1 – The Viewers
The first and most obvious audience when writing a script is the Viewers – the people at whom this ad is targeted. This is an ad for a sports team, so I’m writing this for that team’s fans. Yes, that is ⅓ of who you are writing for. Actually, that is 1/1 of who you are writing for, and every script requires 3/1 worth of targeted writing.
Once an audience is identified, it’s helpful to stop and ask, “What is my goal when reaching this audience?” When writing for the Viewers, the goal is usually somewhere between informing them, driving them to action, and making them feel positively about this brand/product. This is the audience that you are selling to. Knowing that, you can inform how you go about reaching them. However, since this audience is the one you want to drive to action, there’s a natural inclination for the Viewers to be your first thought. But focusing too strongly on the Viewers when you’re writing can lead to a few bad tendencies:
Cranking It Up To 11
It’s easy to pump up the tone/action when focusing on the Viewer. This isn’t an inherent negative, it often comes from wanting to make something memorable. But businesses have entire departments dedicated to maintaining a consistent brand image. Your script will have to use a voice that fits with that.
Shooting For The Stars
Your dream-ad has no budget. Your client’s ad does. Consider the framework that your client is working within, and make sure that what you are writing is feasible for them to pull off. That can mean everything from writing too many locations, including expensive set pieces, or even adding too many intricate motion graphics.
Audience #2 – The Client
The second audience is the Client. After all, it is their product, service, or business that you are promoting. And they’re likely the ones with the final say on what passes and what doesn’t. Let’s start by asking ourselves, “What is my goal when reaching the Client?” This answer is often the easiest, because they probably told you. The Client is likely the source of the information you’re referencing as you write: a creative brief, product information, a link to their website, reference videos, maybe just an informational phone call. With these resources, you know what they’re looking for. We want to explain our process to viewers in a one-minute animated video. Or We have a new service that we want our customers to know about.
Admittedly, sometimes it’s hard to discern the qualities that a Client wants to see in a video. Ideally, the Client gave you information on their desired style, usage, and messaging, which you can use to inform your writing. If they didn’t provide that information, then it’s worth asking for it. If they don’t have that information, then make your best guess and be ready for some rounds of revisions.
Before moving to the third audience, here are a few caveats that could be a sign of focusing too much on the Client in your writing:
Your Words, Not Mine
It’s tempting fall into a trap of just giving the Client exactly what they want – like using the Client’s exact verbiage and ideas to make sure they approve what you write. Sometimes that is called for. But don’t be afraid to really think through the best way to convey what they give you. You may think of something better than they did.
Messaging > Detail
The Client will naturally be more concerned with how their product/service is framed, the emotion/tone of the video, and the messaging, than with the production related details. Be conscious of balancing the messaging of the video with its practicality. Which leads us to our final audience.
Audience #3 – The Production Team
Your third audience is the Production Team – the people who will be shooting this script, bringing it to life. “What is my goal when reaching the Production Team?” The script you’re writing is an entirely different asset to the Production Team than to your other two audiences. To the Viewer, it’s an ad. To the Client, it’s a soon-to-be piece of branding material. To the Production Team, the script is the blueprint for the video. As with any good building plan, there are certain details that they must know to properly create this video.
But if the writer is caught up in reaching the Viewer and the Client, these details can go overlooked. The Kitchen in the first scene may be “beautiful” but what’s in it? Does it look modern or classic? What set dressing and props will the Team need to provide? This isn’t to say that you have to describe every inch of every scene in painstaking detail, but being conscious of your Production Team audience will prompt you to fill information in the script that will make their lives easier. However, there’s one issue to note when writing with a focus on the Production Team:
It’s Still Writing
While the script is a blueprint, you still want the Client to enjoy reading it. Especially if they don’t have a production background, their emotional/gut reaction to your writing might inform their feedback, and whether they approve what you’ve written. Work on ways to convey the nitty gritty details while maintaining a smooth, energized, and easy-to-read style.
It’s the writer’s job to speak to what each audience needs. The best possible case is to write for each audience simultaneously, without any audience realizing that there’s another one in mind. That way, the Viewer doesn’t see your ad as stale, the Client doesn’t reject your draft for missing their messaging, and the production team doesn’t scramble to fill in missed details.
So next time you’re writing a script for your client’s new ad, try to first consider your three audiences and what your goal is for reaching each of them. From there, a slew of methods can help you communicate with each one fluidly. I’ve even tried writing a draft and then reading it three times over, each time with one audience in mind. Sometimes it’s easy to consider all three at once. But by knowing who you’re writing for, you’re far more equipped to write an effective ad, facilitate a smooth shooting process, and, oh yes, create an enjoyable video.
Written by Stephen Kipp | Head Writer