The Problem In Every Commercial Script

Hey, there!

I teach, in my Voicing Commercials – Part 1 and Voicing Commercials – Part 2 classes three simple things that will change how you audition for commercials forever.

The first one’s a problem.

Determine that problem and solve it, and the clouds will part, the sun will shine brightly, and your auditions become extraordinary.

Here’s how.

Now, it’s not a problem with the writing or production of the script, but the problem you’ll solve for the listener or viewer every time the commercial you voice is heard. If you understand this going in, your auditions and performance will be greatly enhanced.

(In another episode, I talk about analyzing the job the listener is trying to accomplish, and how knowing what that job is is so crucial. And in yet another episode, I talk about analyzing the copy you’re about to voice, and identifying the secret you’ll reveal to the listener or viewer. All three of these things work in unison with each other, and complement each other.)

I show you that once you reveal that secret, it will solve a problem for the listener or viewer, a problem that they may not even know they have. And it helps them accomplish their job.

There’s really no reason to advertise a product that doesn’t solve some problem: you’re fat, your clothes are dirty, your ketchup is runny, your car is a rust-bucket, your mobile phone isn’t so smart.

Whatever your problem is, a commercial will give you a solution to that problem.

Once you identify the problem being solved in the commercial, and you make that your mission, you move away from cosmetic concerns, like trying to make the words sound good or your voice deeper or sexier or more friendly.

You instantly start thinking about the more concrete, authentic mission of telling the story of how your product or service can solve that problem.

And sometimes, the listener or viewer realizes they have the problem during the very moment of you giving them the solution. They might not have noticed that their towels aren’t very soft when they come out of the dryer, or that their computer is as slow as it is, or that their teeth aren’t as white as they’d like them to be.

Identifying the problem before you start to voice the copy, and knowing that what you say will help solve that problem, will instantly deepen and solidify your approach to that voicing job, and connect you fully to the product or service you’re describing.

Look for the problem, and how it gets solved, as soon as you pick up the copy.

Hope this helps.


7 Responses to The Problem In Every Commercial Script

  1. Una Love November 9, 2013 at 10:18 am #

    Thanks David, great article! Connecting to the listener – the commercial’s ideal client, will definitely bring authenticity to our work.

  2. Todd Cattell November 11, 2013 at 3:55 pm #

    So true. Identifying the problem and putting one’s focus on being the solution, takes the attenion off of self, the nerves vanish and it is all about getting the job done!

  3. K.K. Ryder April 17, 2016 at 2:21 am #

    I agree wholeheartedly – this is such a fresh approach – I’ll DO IT every time now—-it’s kind of like when approaching a lyric to sing—if you read over the lines one at a time-you can really get into the emotion of the song-and let that emotion carry you through instead of worrying about your breathing and how you should attack each word- therefore as UNA LOVE said…you will bring authenticity to the work! Thanks David…as always…U-Rock!

  4. Paul Rousse April 17, 2016 at 7:18 am #

    Thanks David. What yo say makes so much sense!

  5. Mike Sakellarides April 17, 2016 at 8:27 am #

    Great advice! Every month we conduct free Member Orientation meetings at L.A.’s SAG-AFTRA. We speak to all of our union’s performer categories. I’m a career broadcaster on the panel, but I’ve also worked in TV commercials, theatrical, and episodic TV. The actors’ eyes light up when I say they have an advantage over the broadcasters because they understand motivation while the announcers are pre-occupied with mic placement and modulation. Understanding “what do I want?” trumps vocal chops every time.

  6. ChetHanson April 17, 2016 at 2:55 pm #

    You have an exceptionally high batting average. Thanks,


  1. The Job In Every Commercial Script - - February 12, 2018

    […] the secret you’ll reveal to the listener or viewer. And in yet another episode, I talk about the problem the listener has that you’ll solve when you reveal that secret to the listener or viewer. All three of these […]

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