Sound Communication: The Holdcom Blog

Audio Marketing Script Tip: Write for the Ear

Message On Hold Scripts: Write for the ear - Boy holding his earsWhen writing scripts for Messages On Hold, IVR Announcements, or other audio marketing programs, you'll often be told that you should “write for the ear.” Writing a script is different than writing printed materials because scripts are meant to be heard and printed materials are intended to be read silently. How can you successfully tailor your writing to be read out loud? Follow these tips to ensure your scripts are successfully written:

  1. Give the right amount of information. Your audience will only hear your message once, in a short period of time. If you try to cram too much information into a short time frame, your audience can become overloaded, and your message will be lost. If you don't present enough information, your listeners might be bored. How much information is right? Decide how long your program will be, then make sure you write the appropriate words per minute.

  2. Write a great hook. If you don't write a great introduction, listeners will tune out and ignore your message. A good introduction includes verbs and adjectives, like a call to action.

  3. “Wrap” your message. Once you've written your introduction and other content, wrap your message up with similar content. This will make the audio message sound complete.

  4. Be relatable. Understand your customers and how they think, speak, and listen. With this in mind, you'll be able to write message that will appeal to and reach your audience. When in doubt, write short sentences with simple syntax: Subject verb Object (Sally walks to the park).

  5. Use contractions. Speech is generally less formal than writing. A key element of informal speech is the use of contractions. When possible, use "it's," "aren't" or "we're" 

  6. Read your work out loud. Eventually, your script will be read out loud when it is recorded for your marketing campaign. One you've written, revised, and edited your script, read it aloud. If possible, read it to someone else or have someone read it to you. This way, you will hear the message as your target audience will, and you'll be able to see how your writing sounds.   

Writing for the ear can help you to create audio messages that are clear, concise, and appealing to your audience. To get the most out of audio programs, a well written script is the first step. By focusing on how words will be heard, not just read, you can help your targets receive your message.


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