So, you have a concept down that you believe is perfect, now it is time to write the script, but where do you begin? If you are a beginner, make sure you start on the right foot by getting a professional writing program (usually Final Draft or Movie Magic Screenwriter).
By getting a professional writing program you will develop good habits rather than bad ones and will assist members of your crew such as the first assistant director, unit production manager and other key department's heads to break down your script.
This is critical when budgeting, which will be in another article.
In writing the script, it's important to know who you are writing it for and for how long.
A commercial can be aired in a variety of lengths from; Twenty-seconds, thirty seconds and a minute in length.
So, there is no time to waste.
Come right out of the starting blocks with an impact.
Whether it's the location, spokesman or the product, present it right away and keep your audience involved.
Keep in mind the budget that has been in place when you are writing the commercial.
Don't put car explosions or major visual effects if you cannot afford it.
Keep it simple but effective if you have a small budget.
As a writer, don't be surprised if there are changes to the script once the director, producer or advertising agency has reviewed it.
It happens all the time.
So, leave the ego at home.
Depending where you are in the country, don't forget about the seasonal change.
Today, weather patterns are ever changing.
Plan for it.
Okay, now that you have a vision of how you will write your script, you decide to choose the beautiful setting of Hollywood California, where the celebrities, professional crews and locations are great.
Now, that you are making great progress on your writing, you suddenly come to a pause with a deep thought, and realize, you have just written the opening scene that involves a male celebrity spokesman, but don't know how to get one.
Getting that celebrity will be covered in the next few articles.
Now that you have the opening and it's impactful, what's next? How about statistics, surveys, demographics? Who is your target audience? After the opening, one should go for the kill and the writer needs to address this in a creative way (or not) and can be summed up with one question.
Why do I have to buy this product? You writers out there need to answer this question or you will lose the fight to your hard fought campaign.