A lot goes into planning events and special occasions. You need to get the perfect location, plan an itinerary, arrange for the food, and pray it doesn’t rain. We compiled six sample voice-over scripts to make it easier for you to market your event.
It’s obvious that if people don’t know about your special occasion, they won’t attend it, so what’s the best way to get your message across?
Start by Defining Your Goals
First, define your unique objectives. You might be the best event planner out there, but you need a solid strategy to sell your next occasion to the right audience.
This means knowing exactly what you want your voiceover script to achieve.
Your goals for the special event can be to:
- Increase sales
- Get as many people as possible to show up for your event
- Boost brand awareness
- Launch a new product or market a service
Either way, the goal of the script is to get you publicity. But knowing the exact goals you want to achieve will help you narrow down the information that should be on the voice-over script.
Know Your Audience
It is essential to know your audience as it will give you an idea of how to get their attention.
First, define the demographics you want to target in terms of age, gender, location, occupation, marital status, education level, and so on. Next, define the psychographics of this target audience in terms of attitudes, lifestyle, interests, social class, and personality.
All this information is essential because it helps you decide what voice you will use and what time you will run your commercials. If you have a young audience, for instance, you might want to use a teenage voice to connect to them.
Before people come to your special event, they need to know what they will walk away with. Essentially, it’s about answering the question ‘what’s in it for me?’
Give your audience a deal they can’t resist.
It’s not enough just to put a call to action at the end of the script if there is nothing else to persuade the listener. You might want people to visit your website or place a call after hearing your special event commercial – but why should they? What will they get in return?
After outlining the goals of your brand, you need to ensure that these goals align with the needs and interests of the target audience, otherwise, your special event script will be a swing and a miss.
Your potential customers should have an idea of the ‘reward’ to expect once they take action on the ad. Think of it as an incentive, and there are multiple ways you can convince your audience:
- Offering limited-time discounts will get your customers to sing up for your special event faster.
- You can also give special offers to the first 100 (or so) people to arrive at the event or call your company.
Knowing your audience also means customizing the ad for them.
Depending on who you want to attend your special event, you need to tweak the structure, tone, personality, and language in the script so it is appropriate for your customers.
Don’t Underestimate the Power of Publicity
For your special event to be successful, a lot of people need to know about it. More importantly, they need to be interested in attending your event.
For this to happen, your audience needs to perceive your event as something unique and special.
Events and Special Occasions Sample Scripts
A basic script addresses the who, why, what, where, and when of the event – and it also includes a call to action that tells the listener what to do next and where to find more information.
Depending on your audience, you can choose to write a comedic script, or go for a hurried and hard-hitting delivery that lets your listeners in on a ton of information in just a short while.
You can also choose the minimalist approach where the listeners don’t really know what the ad is about until the last few seconds.
Either way, remember to keep it simple.
Even if the ad is 60 seconds long, you only get enough time to highlight the main benefits of your event, which brings us to our next point:
Does the Length of the Script Matter?
There’s only so much you can say in 15 seconds, and you need to phrase it in a clear and concise manner. The message might be lost to your listeners if you use language that is too complicated, or if you wait too long to get to the point.
If you are confused about how long your script should be, we have some words of wisdom for you:
A voice-over script should be as long as it needs to be, but still as short as possible.
The length of your script depends on your budget, your message, and your marketing objectives. Maybe you are a new brand and you need to get your name out there, so you choose to go for a 60-second commercial that allows you to convey a rather complex message to your audience.
Or maybe you are an established business and all you need to do is promote a few products – so you go for a 30-second ad that just gives you enough time to persuade customers to act.
Just because a special event script is shorter doesn’t mean it is less effective.
As long as the script fulfills the marketing objectives of the event, then it has done exactly what it was intended to do. One 15-second script is worth four 60-second commercials but, measured in terms of communication, then the difference is far smaller.
Here is an example to illustrate:
Client: Full Moon Publishers
Voice Age: Young Adult
Gender: Male or Female
Job Description:
Full Moon Publishers is holding their annual writers’ convention and they need to get the word out to writers, publishers, consultants, bloggers, and anyone interested in networking within the writing industry.
Direction:
The script should be read in a conversational style.
The voice should be authoritative enough to get their attention, but friendly enough to draw them into the possibility of discovering new books and meeting other peers in the industry.
Category: Radio
Industry: Events
Style: Authoritative, approachable
Language: English
15 second Sample Voice Over Script for Special Events:
Writers, readers, publishers, and consultants, what are you waiting for? The Fullmoon writers’ convention is happening this weekend! Come network with the best minds in the industry and stand a chance to win a prize! Registration details are available online at Fullmoon publishers dot com.
30 second Sample Voice Over Script for Special Events:
When great minds come together, expect a masterpiece, and this year at the Full Moon annual writers’ convention, you’ll get the chance to wine and dine with some of the greatest minds in the history of writing. Writers, readers, consultants, and publishers will be there. Register at Fullmoon publishers dot com and reserve your space today!
60 second Sample Voice Over Script for Special Events:
Have you recently written a book but don’t know how to publish it? Are you a first-time writer in need of training? Are you a publisher looking for the next Jane Austen? Join us at the annual FullMoon writers’ convention and stand a chance to walk away with a new client, a lucrative publishing deal, or a relevant skill. We also have room for die-hard fans looking to meet their favorite authors. People from all over the state are coming to connect and exchange ideas – this convention might just be the turning point your career needs. Register online at Fullmoon publishers dot com and stand a chance to take home a surprise gift!
Sequencing
You can choose to run a sequencing campaign that begins with longer scripts and incorporates the shorter commercials over the course of the day.
Learn more about scheduling and sequencing radio campaigns for special events here.
Use Visual Language
This is particularly important when you are writing a commercial script for radio. Use visual language to draw your audience into the world you have created for them.
Use the power of storytelling to your advantage.
Visual language is more engaging and more memorable. Rather than just writing for the ear, you need to write for the eye too – even if it is the eye of the mind. Awakening the imagination of your listeners is bound to make them listen to your script, and even attend the special event.
Here is how to use visual language in an effective way:
- Paint mental images in the listener’s imagination
- Connect using emotional commercials
- Use appealing sound effects and jingles
You should also write as you speak. Nobody wants to be announced to, even if your script calls for an announcer style of voice-over. Listeners prefer to be engaged as their peers would engage them. Your script should not sound too salesy or you run the risk of losing potential sales.
The Power of FOMO
You should aim to make your event so special that nobody wants to miss out on the fun. The fear of missing out is a powerful catalyst to get potential customers to pay attention to your commercial.
Once your audience senses a scarcity in production or service, they will be motivated to join in.
Always Start Strong
The first 3 to 4 seconds of the commercial are the most important because it is within that time that you will either grab the full attention of the listener or lose them completely.
Peak their interests right from the gate, especially if it is a shorter commercial.
Client: Horizon View
Voice Age: Young Adult
Gender: Male or Female
Job Description:
Horizon View dealership is having a weekend automotive sale for middle aged men. They have an array of vehicles including trucks, family vans, vintage cars, and sports cars.
Direction:
The read should not sound like an announcer, but it should be hard-hitting and thrilling to listen to.
Category: Radio
Industry: Events
Style: Cheerful, upbeat, friendly, hyped
Language: English
15 second Sample Voice Over Script for Special Events:
Family vans, vintage cars, sports cars, SUVs … we have it all at Horizon View dealership. Join us this weekend for an outrageous sale and drive off the lot with your dream car.
30 second Sample Voice Over Script for Special Events:
All the latest and hottest SUVs under one roof! And the best part is, you get to drive one of these powerful machines off the lot for half the price! These cars are literally flying off the shelf faster than a melting snow cone in hell! Don’t believe us? Come to Horizon View this weekend and see the outrageous deals for yourself!
60 second Sample Voice Over Script for Special Events:
Do you hear that? That’s the sound of the engine starting, and all you have to do is pick a destination. Do you want to drive cross country with your family? Go camping in the woods with the boys? We have what you are looking for at Horizon View; cars of all shapes and sizes, outrageous discounts of up to 50%; and it’s all happening this weekend! Don’t miss out on the chance to get your dream car for a ridiculously low price! The open road is waiting for you, and all you have to do is come to the Horizon View automotive sale for durable, reliable, and affordable vehicles.
Conclusion
These scripts are meant to give you an idea of what to say to your audience and how to package it in an enticing way. Voice artists can use these samples to practice as well.
