In New York magazine, musician Jack Antonoff (Bleachers, Fun) is quoted as saying “At some point you’re going to have to play back the mixes on your phone, just to get a sense of how the track is going to sound to people out there in the world.”

He takes into account how people listen to his music and you need to consider how we listen to your commercials.

#24. Write so we get the message, where ever we’re listening.

You, your client and the producer are in a studio with great speakers and perfect audio, focusing all your attention on every second.

We sort of kind of pay attention as your commercial plays in the background while we’re in the car, at work or doing chores.

That means, you gotta break through with something that’s easy to comprehend.

You’re going to want to avoid convoluted situations, complex stories, too much information, foreign concepts … it can all be too hard to understand.

Keep it simple. Accessible.

Repeat yourself, use sound effects, use silence. Use music on a talk station, avoid it on a music station. Do whatever you can to connect with us, no matter where we’re listening.

Questions or comments? John@jjwriter.com.

Pin It on Pinterest

Shares
Share This
%d bloggers like this:

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close