Happy September Voiceover Students! We now begin the application of all this talk I’ve been talking…understanding voice over scripts on a deeper level and using actual examples so you can apply the concepts specifically to their base point and truly “get it.” This is the crux of getting any job. You can’t get a voice over job until you “get” the script. Let’s get started by looking at this script for AmEx:
Introducing the new premier rewards Gold Card from American Express. The only charge card that earns triple points on airfare, double points on gas and groceries, a single point on everything else… points you can use for over a million rewards including travel on any airline, anytime… the annual fee for the first year is on us. And you can earn 10,000 bonus points with your first purchase……start earning brilliantly. Call 1-800-AXP-GOLD or visit AXPGOLD.COM to apply.
There’s a big picture and a little picture here. The big picture answers the questions of what you’re selling, and what tone/mood/personality you’re implementing to do that. The writer will give specs to give you most of that direction upfront. There’s a time though, where that’s not enough. So look at and try and get that “feeling” from it on your own. AmEx is offering a card that ups the benefits of the usual credit card. TRIPLE points on this, DOUBLE points on that. NO FEE the first year. 10,000 BONUS POINTS on your first purchase. This card rocks. Well, at least that’s what they’re going for. So YOU must rock it. Find what speaks loudest on each sentence and underline it. This is the “little picture.” When you home in on what’s most important on EACH line, you make a POINT, and then you don’t have to shout the whole script. You can have a gorgeous and subtle “I’m not trying too hard” read on most of it because you will gently push those point words on each sentence to give each line it’s meaningful moment. Try reading the script out loud without meaning, without analysis. Now see the revised version below and see the difference it makes and how much more connected you feel to the message.
Introducing the new premier rewards gold-card from American Express. The only charge card that earns triple points on airfare, double points on gas and groceries, a single point on everything else… points you can use for over a million rewards including travel on any airline, anytime… the annual fee for the first year is on us. And you can earn 10,000 bonus points with your first purchase……start earning brilliantly. Call 1-800-AXP-GOLD or visit AXPGOLD.COM to apply.
Keep in mind this is a guide for you to start seeing each single sentence as important and to start understanding that the writer writes each line with an intention. It doesn’t mean that your underlined choices will be the exact same. This is writing. Writing is an art. All art is subjective. This does, however, elevate your read to something beyond just a robotic running through of letters and words. It forces you to think and feel and emote.
In the next blog, stay tuned for more than just a revised underlined version of the script. We will go line by line and explain WHY those words were chosen. Baby steps.