Scripts are better when you write for the ear, says expert

June 23, 2011 - PRLog -- Plainfield, Indiana - Most scripts and phone messages aren’t as effective as they could be because the people who develop them are writing for the wrong medium, says veteran copywriter and marketing consultant Scott Flood of Scott Flood Writing.

“Too many scripts and phone messages are written to be read by the eye, rather than read aloud,” Flood explains. “People who are accustomed to writing for the eye often don’t realize that writing for the ear demands an entirely different approach. Following a few simple guidelines can make your on-hold messages, sales presentations, and other spoken communication far more compelling and effective.”

“For example, even if your message is intended for an audience of thousands, write it to just one person,” suggests Flood. “If you find that difficult, imagine that your mother is going to be listening, and write your copy to her. When you write with a single listener in mind, your copy will be more personal and engaging.”

He also suggests that writers pay more attention to conveying the message than to being grammatically perfect. “You’re not writing term papers, and your English teacher won’t be peering over your shoulder. The more conversational your copy, the easier it will be for the listener to retain your message. It’s okay to use contractions and fragments.”

Finally, Flood recommends reading the script aloud before using it. “If you find yourself running out of breath in mid-sentence, or stumbling over the words you’ve chosen, rewrite it. After all, if you already know what it says and are having trouble saying it, how will it sound to someone hearing it for the first time?”

Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations."The Smarter Strategy for Selecting Suppliers" can be downloaded at http://sfwriting.com/freeguide.

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About Scott Flood Writing: Scott Flood Writing (www.sfwriting.com) provides effective print and online copy to companies and other organizations."The Smarter Strategy for Selecting Suppliers" can be downloaded at http://sfwriting.com/freeguide