How to write a script for an advertisement

DSM Digital school of marketing - script for an advertisement

Advertisements have quite a few components including a slogan, script, visuals, the trademark, and the layout. And while some people might argue the visuals are the most crucial component of an advertisement, there wouldn’t even be an advertisement without the script.

As a person who owns a small business, it is possible that you may already know the significance of an engaging ad script. Although employing a creative team to write one for you may not be in keeping with your budget, it is possible for you to take your advertising campaign into your own hands. Your vast product knowledge, and a feel for the needs of your target market, can help you turn out great ad copy.

The goal of an advertisement script is to have a well-thought-out vehicle to craft advertisements that sell. But how exactly do you write an excellent script for an advertisement?

Writing an excellent advertisement script


You can’t write a script without researching what exactly your clients want and what they respond to. You need to know what their pain points are, what kind of offer to make through the advertisement and which solutions they are looking for.

Review the Mission of the Company

Everything that a business does circles back to its mission as well as its cultural brand. Take a moment to review the organisation’s mission statement in order to make sure that the ideas you create don’t clash with the corporate culture.

Keep an eye on the competition

Monitor what competition is doing. This will help you get ideas for what to do with your own advertising scripts. Take a look at what everyone else is doing to determine if you will do something similar or completely different.

Gather the troops

If you can’t afford to pay a creative team, then get your team together and start brainstorming. Summon your inner creatives and write a script that will wow your clients and sell your product or service.

Put your best foot forward

Write an advertising script with exciting, powerful, concise wording. Start your advertisement with the most powerful statement to catch and hold your audience’s attention. You want them to remember and talk about your advertisement for a long time.

Tell them what they need to know

There’s nothing worse than creating a fantastic advertisement, only to leave the clients hanging at the end with no details on how to buy. Give them all the information they need and have a strong call to action such as ‘Call us’ or ‘Visit our website’.

How to write a great call to action

  1. Use a powerful command verb to start your call-to-action (CTA)

Let your audience know precisely what you want them to do. Don’t waste time. Start the CTA with the desired action.

  1. Use words that evoke emotion or enthusiasm

You want to be able to evoke a powerful response in your audience because they are enthusiasm. If your CTA is ticks these boxes then your audience will be enthusiastic alongside you.

  1. Give your audience an understanding of why they should take the desired action

Tell them what’s in it for them. This will tie in profoundly with your value proposition or alternatively your unique selling point (USP).

  1. Make FOMO work for you

The new-found concept of fear of missing out, otherwise known as FOMO, is a very effective way of motivating people. When people think they may lose out on a chance that might not happen, they’ll be mighty quick to hop on the bandwagon.

  1. Know how your audience accesses the Internet

Customise your CTA based on the device being used by your audience to access your website. G

  1. Get a little creative

Keep your CTA’s fresh and interesting as you should be doing with your ad copy in general.

  1. Use numbers when it’s appropriate

We respond well to seeing numbers as it helps us to determine whether or not it’s worth splurging on items we desperately want.

Get in touch with the Digital School of Marketing

If you are passionate about creating content, are in love with developing new ideas as well as selling your ideas to the public, become a digital copywriter with DSM’s Digital Copywriting and Content Marketing Course!

In this qualification, we’ll teach you how to market and sell your story through creative and enticing mediums. In addition, we’ll teach you how these into the greater context of digital marketing and brand communications strategy.

DSM Digital school of marketing - Copywriting and content marketing course registration