VO Pro Tip: Finding an "Arc" in Short Commercial Scripts

Published 10 days ago • 1 min read

Finding an Arc in Shorter Scripts

Hey Reader,

We’ve talked before about finding the "Why" behind a script, but once you know why you’re speaking, you need to decide where you’re going.

Even the shortest 30-second commercial has a narrative arc. If you read the entire script with the same energy from start to finish, you lose the listener. To keep them engaged, you need to identify the three "acts" of the spot:

1. The Hook (The Setup): The first few lines usually establish a problem, a question, or a relatability factor. Your energy here should match the "pre-solution" state. If the script is about a stressful morning, start with that slight tension in your voice. Things like stress, confusion, longing, disappointment can all be options to try to portray in setting up a script.

2. The Turn (The Solution): This is the most important part of the arc. It’s the moment the brand or product is introduced. There should be a perceptible "shift" in your tone here—a sense of relief, discovery, or excitement. It doesn't have to be a night and day difference from the preceding lines, but it should be something we can noticeably feel in the read.

3. The Button (The Resolution): The final line (often the tagline or call to action) shouldn't just be a repeat of the "Turn" energy. It’s the landing. It should feel settled, confident, and leave the listener with a final, lingering thought. End the script with some nice finality, especially if the last lines are the product name or tagline.

-Michael

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