By Jeffrey Hedquist
When you write your radio commercial from a specific point of view you give it focus. The more specific it is, the more believable the spot can be. That perspective might be of someone who lives right smack in the middle of your demographic/psychographic bell curve. It might be a real or fictional character related in some way to your intended audience — a spouse, distant relative, paper boy, driving instructor, English teacher, parent, boss, future offspring, or doctor.
Remember that whether you’re using a narrative, dialogue, or multi-voice ensemble for the spot, it’s still a story — a story about the listener.
How would the person whose point of view you’ve adopted describe the experience of visiting and buying from the advertiser? In your imagination (or in real life), take your sister to the advertiser’s place of business. How would she describe her experience? As you write, become her. Create a conversation she might have in her head, or with store employees, or other customers, or with her friends as she relates the experience. What’s her speech pattern like? Does she have any phrases that she repeats? How old does she sound?
What would your Uncle Ned would think if he went to Discount Software City? If Mr. Jenkins, your driving instructor could see the hot car you’re thinking of buying at ABC Motors, what do you think he’d say? If you took your grandmother into the store where you buy CDs and let her listen to the music, what would her reaction be? Imagine the person you love opening a present from you. They peel back the wrapping and gaze. They smile. Their eyes may fill with tears. What would they say or think?
Those are the words that will bring your story to life, and touch the hearts of your listeners.
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© 2001 Hedquist Productions, Inc.
