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30 Second Storytelling

30 Second Storytelling. Developing, Scripting and Producing a Radio Commercial. Radio Commercials. Commercials are advertisements They inform the listeners about a product or service Good commercials are memorable Listeners remember the product and benefits of using it.

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30 Second Storytelling

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  1. 30 Second Storytelling Developing, Scripting and Producing a Radio Commercial

  2. Radio Commercials • Commercials are advertisements • They inform the listeners about a product or service • Good commercials are memorable • Listeners remember the product and benefits of using it. • Memorable commercials are based on good creative • Combining words, vocal delivery and production value (music/sfx) to bring messages to life • Good creative is • Interesting, Compelling, and Entertaining!

  3. Developing Your Commercial • One: Select your product or service • Two: Gather as much info to “sell” as possible • Three: Develop a memorable “concept” • Four: Script the words, music & SFX • Five: Record & edit

  4. Rules • Describing a product is boring. Come up with a creative concept • Nothing is too crazy, or silly. Rules don’t apply to creative! • Use attention getters – music, SFX, unusual voices (characters) • Keep words simple • Sell your product early and often • Write for the ear – conversationally • Punctuate your copy (inflection, pauses, SFX) • Have a definite end with a call to action (tell me what to do next)

  5. Your commercial should … • Make the listener aware • Peak their interest • Develop their desire • Call them to action • Get stuck in their head

  6. Information to Sell Creative Concept Decided Let’s Script … • Rule of thumb: • :30 = 7-8 lines or words • Include words, music, SFX, setting, read style direction in script • Rehearse to ensure the script is the proper length • Record voice(s) • Gather production work parts that are complimentary • Edit and mix voice(s) the work parts • Keep it tight and moving forward

  7. Gathering Info Start with informational one sheet copy points • Biz Name: Sweetwater Village Community • Target: Individuals and families 35-55 • Direction: Upbeat; fun; cheerful • Address: Historic Hailey • Phone: 888-794-2453 / Web: sweetwaterhailey.com • Product: Housing development features “new urbanism” neighborhood styling that includes 6 different types of 2 or 3 bedroom luxury homes; front porches; sidewalks; a central park; clubhouse; 24-hour fitness center; movie theater; heated swimming pool; hot tub; outdoor fireplace & grill and WiFi, and more. • What Makes Them Different: Affordable luxury; high quality, durable, sustainable structures set in a real neighborhood setting; multi-functional clubhouse features a variety of amenities. • Incentives: Prices start at $150,000; model homes open 7 days; on-site sales office open 7 days. • Benefits: Multiple on-site amenities; affordable luxury; community-oriented neighborhood setting only 5 minutes from the airport and centrally located to Sun Valley and its year-round events. • Slogan:“Home Sweet Home” • Must Be In Ad:“Your sales team, Karen & Sue, Sweetwater Community Realty”

  8. Spot Audio: The Script Read type: Upbeat. Bright. Cheery. Friendly. Welcoming MUSIC:UPBEAT & FRIENDLY MUSIC STARTS COLD ANNCR: IMAGINE, OWNING YOUR OWN LUXERIOUS HOME IN A NEW URBANIZM DEVELOPMENT WHERE A PARK, CLUBHOUSE, FITNESS CENTER, AND MOVIE THEATER ARE AT YOUR DOOR. SFX: Door Bell ANNCR: WELCOME TO SWEET WATER VILLAGE IN HISTORIC HAILEY! IF YOU WANT HIGH QUALITY, AFFORDABLE LUXERY IN A NEIGHBORHOOD SETTING, SWEET WATER VILLAGE OFFERS 6 DIFFERENT 2 OR 3 BEDROOM HOMES WITH FRONT PORCHES, HEATED POOL, WIFI AND MUCH MORE. CENTRALLY LOCATED TO SUN VALLEY AND 5 MINUTES FROM THE AIRPORT. PRICES START AT JUST 150. VISIT YOUR ON-SITE SALES TEAM, KAREN OR SUE, WITH SWEETWATER REALTY. 888-794-2453, OR ONLINE AT SWEET WATER HAILEY DOT COM. SWEET WATER VILLAGE … SFX: Door Bell ANNCR: YOUR HOME SWEET HOME MUSIC:UPBEAT & FRIENDLY MUSIC FADES QUICKLY

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