Voiceover Script Success Series #5

We continue with the ever-critical work of understanding the script.  I have switched it up this time to work with a corporate narration voice over, as many of you know that corporate narration is a fruitful niche in the voiceover market.  Understanding corporate narration scripts is often times even more important that the work of analyzing commercial scripts, as the corporate spots can often be a bit more humorless, a little less “emotional”, a lot drier.  More than ever, you need to not fall into the pit with that energy, but find a way to lift it up and give it life, while at the same time maintaining the integrity of the subject matter and it’s tone.  Corporate narration does NOT have to be delivered completely “professionally” and “polished.”  As we all know, the best public speakers out there skillfully combine some very important qualities: compelling and interesting, intelligent, and most importantly – a sense of speaking “off the cuff” and “unrehearsed.”  Corporate narration CAN be conversational.  Conversational does not need to mean unintelligent.  Let’s look at this IBM SPOT:

 

IBM has earned a reputation for honest, ethical dealing in all aspects of its business. As a government contractor, the Systems Integration Division is dedicated to maintaining a similar reputation in the Federal procurement environment. The basis of this reputation is IBM’s conviction that ethical behavior and competitiveness are not mutually exclusive. What’s more, IBM has shown that a corporation can adhere to a set of consistent principles and still be flexible enough to meet changing business conditions. In fulfilling our goal of serving the national interest by offering equipment and services to the Federal government…

 

Ok, there’s plenty of good stuff to chew on from the get go.  IBM is starting off by making it clear that they position themselves as honest and ethical.  For drama, you could even choose to drive the point home with the ALL (…aspects of it’s business.)  On the second sentence they make it clear that they maintain this integrity even in their government contracts.  You would want SIMILAR to drive that point home and well as perhaps introduce the word FEDERAL to point to this next level of service where they stay consistent in their level of service.  Perhaps at the heart of all this is their next message, a summary:  ETHICAL BEHAVIOR and COMPETITIVENESS are NOT mutually exclusive.  They enhance this flattery by adding that they are able to maintain CONSISTENT PRINCIPLES while still demonstrating FLEXIBLE attitudes toward CHANGE.  More drama can be created by a focus on the word STILL.  The last sentence is cut off and I’m choosing to take a break and – be done J  But….one last note.  As always, this is a subjective task.  You may find other words that seem important and seem to demand emphasis.  I just leave you with this – the more words you punch, the less POW the others will have.  As they often say, “less is more.”  Find what’s important to YOU, and let that, and only that, shine.

 

IBM has earned a reputation for honest, ethical dealing in all aspects of its business. As a government contractor, the Systems Integration Division is dedicated to maintaining a similar reputation in the Federal procurement environment. The basis of this reputation is IBM’s conviction that ethical behavior and competitiveness are not mutually exclusive. What’s more, IBM has shown that a corporation can adhere to a set of consistent principles and still be flexible enough to meet changing business conditions. In fulfilling our goal of serving the national interest by offering equipment and services to the Federal government…

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