Script Writing Guide
1. Start With One Clear Message
Before writing a single line, define the one thing the viewer should understand or feel by the end.
Ask:
What is this about at its core?
What should the audience walk away knowing, believing, or trusting?
Rule: If you can’t summarize the message in one sentence, the script will wander.
Example:
“This brand cares deeply about craft and long-term quality.”
2. Write the Way People Actually Speak
Voice-over should sound spoken, not written.
Guidelines:
Short sentences
Simple words
Natural pacing
Contractions are your friend
Read every line out loud as you write. If it feels stiff or awkward to say, it will feel worse to hear.
Tip: Write like you’re explaining something to one thoughtful person, not a room.
3. Anchor the Script in Process or Experience
Great VO scripts don’t make claims—they show how things are done.
Include:
Actions (“we prepare,” “we build,” “we refine”)
Observations (“quiet work,” “small details,” “daily decisions”)
Real-world context
This grounds the story and builds credibility without sounding salesy.
Example:
“Most of the work happens before anyone ever sees the final result.”
4. Build Momentum, Not Length
A strong voice-over moves forward. Each line should add something new, not repeat the last idea.
Structure:
Opening: Set context
Middle: Expand or reveal process
Ending: Land the meaning
Cut anything that:
Repeats an idea
Explains too much
Sounds like marketing fluff
Rule: If a line doesn’t move the story forward, it goes.
5. End With Meaning, Not a Sales Pitch
The best voice-overs don’t “close”—they leave the audience with clarity or feeling.
Good endings:
Reinforce values
Acknowledge effort or care
Point to what matters most
Avoid:
Hard calls to action
Buzzwords
Over-explaining
Example:
“Because quality isn’t accidental. It’s built—one decision at a time.”
When recording, plan on recording multiple takes
Choose a sound proof room, or a room with lots of furniture to soften the echo
Read it sentence by sentence, take your time and allow for cutting in between statement - don’t try to do it all in one take first try
Follow the script exactly until you have a usable set of recordings, then try one a little more off the cuff
Bonus Timing Guide (Helpful for Editing)
15–20 seconds: 35–50 words
30 seconds: 65–75 words
60 seconds: 130–150 words
