10 Things to Avoid While Writing an Ad Script
Writing a good script can be a difficult task. It can be especially difficult if you are new to the field or have little experience with writing. A script is a foundation to a good video and has to be perfect, with strong characters and clear messaging.
When I first started working as a Script Writer, there were many things I wish I had avoided, which would have made my life easier and my work faster and more efficient.
Here’s a list of 10 things to avoid while writing an ad script, for your benefit. Hope this helps.
1. Avoid using bad grammar
This is the first rule of any writer. Bad grammar is a call-out for a bad writer. If you have a problem with spellings, like I do, get useful tools like Grammarly or Wordtune to enhance your writing wherever necessary. It is still better to be original in your writing. You need to recheck every sentence twice before you share a draft. Though it is absolutely important to avoid using bad grammar, it is equally important to play around with words, sentence structures and the language to find the tone that fits the brand.
A good writer will use their judgement wherever necessary instead of completely relying on language tools.
2. Do not skim on research.
Research is the most basic and important step to Script Writing. Thorough research is absolutely necessary if you wish to write a strong script. Research ensures that you are aware of everything related to the topic of your video and nothing is missed out. Before writing a script it is necessary to conduct a thorough research on the product or service that the client offers as well as the client themselves — their brand, other related products or services etc.
It is also important to take a quick look at the industry that the client is a part of and their immediate competitors. Nothing can replace research, it is one thing that cannot be omitted while writing a script.
3. Avoid Jargon wherever possible.
Unless your target audience are highly trained persons from the same industry, it is wise to avoid using jargon in your script. Most of the explainer videos you work on will have to be relatable in nature. Either to the general public or to a specific group of people. Using jargon makes the narrative distant and difficult to relate to.
Keeping the narrative or dialogues simple and concise will score a point with your viewers. This is not true when you work on technical topics. When working on complex and technical projects, using jargon is a must. But even then you have to be careful not to overdo the technical terms.
4. Stick to the requirements
It sometimes happens that the topic is so attractive or interesting that we lose ourselves in research. This is very visibly seen in scripts which have too much content for their given duration. Balance is key. The client generally has specific requirements or ideas they want to project through the video. It is of utmost importance to keep those ideas in mind.
What I do is create a list of those ideas in correspondence to the time requirement of the video and then conduct my research around that list. I also find it useful to come back to the list time and again to ensure I don’t get lost in the host of information that the internet generally has to offer.
5. Avoid lengthy visuals
When writing visual description, or visual treatment, it is necessary that the writing is kept to the point, adding description only where necessary. This gives the artist the freedom to explore the topic while keeping in line to the narrative of the script. Lengthy visuals also tend to confuse the clients. Remember, not everyone is capable of visualizing the written word. If the written visual description is kept concise, the client gets an accurate idea about the video.
It’s good practice to divide the visual description into three parts: Scene setting, Characters / illustrations and actions. It is also a good idea to provide as many references as possible in the form of images, videos, gifs or links.
6. Don’t be vague, be precise.
This happens when you have little to no information from the client about their product or service. Using words which would add no measurable value to the script should be avoided at all costs.
There are two options you can work on to overcome this, first — research more. Try looking at the competition and check more details on the overall industry. Second — work with the client to extract as much information as possible from them. Communicating well with the client will help you get a perfect, concise script. Let the client know why you need more information. Ask them questions, and keep asking questions till you get all the information you need.
Check the first draft itself for unnecessary sentences and content. If you find any, delete it and reform the overall narrative. I sometimes tend to write more than necessary, and then edit the narrative and keep editing till it reaches the point of perfection.
7. Beware of repetitive sentences
Repeating the same content using a variety of sentences over the narrative tends to make the narrative boring. Good writers tend to repeat a part of content, generally the Unique Selling Proposition (USP) of the brand so as to hammer the message on the target audience. But consider this — an explainer video is generally 60–90 seconds short. If you repeat the same things again and again (even two times) will put forth a negative message — that the brand doesn’t have anything else to offer. All the other points that you try to make will feel generic and be ignored in favor of the USP. This will in turn create a negative brand image. It is always better to show that you can offer ‘more’ than necessary instead of less.
8. Don’t forget supers
Supers save lives. For those readers who aren’t familiar with the term, ‘Supers’ are the text you see in the visuals, also known as ‘Text On Screen’. They are very helpful when you have too much content and too little time.
There is only so much you can add in the narrative without making it too informative and taking out the ‘conversational tone’ completely from the same. That’s where supers come in. You can add them to either highlight the same point that the narrative or dialogues make (to hammer in the message) or you can add any extra content related to the narrative. For example, the narrative can say: “We offer a range of services from script writing to creative direction” while visually through the use of supers + icons you can add the remaining services like: “Script Writing” “Consultancy Services” “Art Direction” “Motion Design” and “Creative Direction”. Using a combination of Supers and Narrative makes the video content rich.
9. Never finalize the first draft
If you are a writer, you are aware of this rule. If you are a new writer, it is best to be aware of this rule. Try this — write a draft you think is good to go, something you can most certainly send to the client without feeling embarrassed about. Now, don’t send it. Take two hours (that’s approximately the time I need) to clear your head. Work on a different project, take a walk (recommended by every writer I know), talk to people outside the project, read something, have some food and a nice glass of water and then come back to the draft. Read it again. Your perspective would have changed and you will end up sending a fresher, better script than the one you were so close to sending before.
What happens is, the two hour break gives you an objective, open minded outlook to the script. This is how the audience will look at the final video. It’s extra effort but it generally works.
10. Include the client where needed, they are NOT the enemies
This is one of the things I wished I knew and incorporated when I first started working as a professional script writer. When it comes to advertising, the client is often portrayed as the enemy. IT’S NOT TRUE.
Your job as a script writer will be much easier working with the client. And most of the clients you will have are reasonable, professional and understanding. Both you and the client have the same goal — to create a good video.
So if you have questions, ask them. Create a good bond with the client. Include them in the creative process wherever needed. If they become too intrusive, let them know kindly but firmly the results of such behavior and how it may affect your work. Most clients will back off without any issue.
