Words that soak into your ears are whispered: We’re all to familiar with advertising messages that shout at us, but words softly whispered leave an impression on our heart. Are there times when advertising messages need to be shouted? Yes. A “going out of business,” message is a time to shout.
Words that are whispered are best when they are also brief. Less is more. It requires you to keep drilling down to use the most remarkable and memorable words. Even if you are going to end up with a sixty-second message or long-form video, begin with a ten-second template as it forces you to condense your work. Powerful scripts are rewritten and condensed.
The Pledge of Allegiance is 15 seconds of spoken word. Repeat it to yourself and “see” how the pledge forms powerful visuals.
Whispering, short scripts require discipline. By using this technique, you will break through the clutter in our over-messaged culture. I wish that I could have my post shorter.