Ideas on pitching a commercial script
ByCommercial advertisements are very important for the sales of product. While a short and intelligent commercial can work wonders for the product, a lame advertisement would do exactly the opposite. Each commercial has a story to tell, even in its 10 or 30 seconds life. Therefore it is a difficult task to write a script for commercial advertisements and even more difficult to pitch the script to the authority concerned. This report would point out some ways in which a scriptwriter can pitch his/her script for a commercial.
1.Research about the target product. The script should go according to the attributes of the product. There are certain values related to the product that the company generally upholds to its customers. These values are to be exhibited in the product’s advertisements. A thorough observation of the product’s previous advertisements would give a generic idea about what message is portrayed through the product. For example, baby soap would be associated with softness and safety, rather than fragrance and sensuality. Hence, these vital details about the product must be kept in mind.
2.Discussion with the client: It is a good idea to have a prior idea about what the client is looking for. The only idea behind pitching the script is to have the client interested. So, there must be flexibility in the script, and must essentially suit the clients needs.
3.Multiple ideas: There is a high possibility that a single idea might not suffice. Therefore, while pitching, more than one idea should be ready. A two or three sentence pitch should be prepared for each idea. It is not mandatory to have the complete script ready while pitching, but if a particular pitch is able to impress the client, then further explanation might be sought. The writer must be ready to detail on his ideas.
4.Open to feedback: The pitch must have scope to involve the client, either through questions or comments. In case of questions, they should be answered satisfactorily and in accordance to the idea, while comments must be noted and incorporated in the script with immediate effect. Suggestions are good sign and must be welcomed with open arms. It generally means that the client is impressed with the idea and wants to add some of his/her own ideas into it and might be ready to implement it.
What about you? What do you think?
When pitching ideas to a client, if I have generated a concept that I strongly like, and which I want the client to choose, then I will fully develop the concept. That is to say, I will write a complete script, then I will illustrate the script with storyboards, and then I will produce an HD video (as close to final-product as possible), in order to convince the client. When the client sees my work, of course I will make changes, or start from square-one, based on the client’s input.
For other concepts about which I do not feel strongly, I will write two- or three-sentence descriptions, accompanied by a few sketches, for clarification.
I have learned that the combination of a few roughly prepared ideas, along with one thoroughly-actualized concept, facilitates the decision-making process for the client, and it fosters the client’s trust in me.