Re-energising Your Script

I’ve discovered an epidemic – don’t worry, it’s not contagious! Update Inspiration Paralysis, or UIP, is where a long term client feels compelled to update their production, but becomes starved for dazzling new script ideas. The good news is there’s an antidote… and it comes in the form of our creative copywriters!

If you think you’re suffering from UIP, inoculate yourself by reading the below tips us copywriters use to refresh and re-energise tired scripts.

Tired tone?
Adjusting tone is one of the simplest ways to re-energise your production and keep your core ideas intact. Think about how you want your clients to perceive your business and what mood you want to inspire when your clients listen to your message.

Take this message, for example;

[Company name] has fast become one of Victoria’s most reputable commercial joinery fit-out companies in the construction industry, and we work with some of Australia’s largest builders, developers and architects.  

Look at the mood this message inspires. It’s casual and a little bit dry – a simple stating of facts. We can safely say this message doesn’t do a lot to arouse callers’ emotions. The below example is the same message, rewritten with a more emotive tone.

Some buildings are destined to be landmarks and some are talked about even before their doors open to the public – [Company name] sets these standards, so let us make your vision a reality.  Enquire about project development today.

This shift in tone alters how it’s perceived by the audience and impresses upon the client the true level of the business’ expertise.

What’s your angle?
Another way to re-energise your production is to change the way you frame information in messages. To do this, stop telling your clients why you’re so good or why you’re the experts and start demonstrating it by using examples. Take a moment to look at your current messages and think about what it is you’re promoting, at its basic level. Is it speed, price or availability and convenience? Once you’ve done that, offer your clients an example of how you do this.

For example:
We’re currently involved in some huge projects that draw on our decades of industry experience and ability to provide customised joinery solutions for our clients.  The best part is you can view our work for yourself today: we’ve just completed our work on [a], [b], [c] and [d].  Find out more in a moment.

The lengthy list of examples dilutes the whole impression! Rather than having one message with four points, and replace it with four messages with one powerful example each.

For example:
…first complex of its kind, boasting cutting-edge innovation and eco-friendly design right in the heart of Southbank.  [Company name] is proud to have played a part in this monumental development, providing a quality kitchen fit-out for 360 apartments.  This project allowed us to showcase the true scope of our design capabilities, as we produced over 20 varying kitchen layouts…

So there you have it. Overcoming Update Inspiration Paralysis is simple when you apply the above techniques to your production! If you’d like help on updating your next production, contact your Creative Coordinator – they help dozens of clients overcome UIP everyday!

– Carly Wise