How to Write a Commercial Voice Over Script (+5 Templates)

The world's best voice can't save a bad script; a good script sells even in an average read. Writing a commercial VO script isn't about elegant sentences — it's about **writing for the ear**, and the ear is far less patient than the eye. This guide covers structure, timing math, and how to get the best read out of your artist — with 5 fill-in templates at the end.

The golden rule: ~2.3 words per second

A comfortable English commercial read runs about 2.3 words per second. That means: **15-second spot ≈ 35 words · 30-second spot ≈ 70 words · 60-second spot ≈ 140 words.** The most common mistake is overwriting: cramming 90 words into 30 seconds leaves the artist breathless and the listener exhausted. Write 10% under the limit — for pauses, emphasis, and room for the brand to breathe.

Structure: Hook → Benefit → Proof → CTA

Hook (first 3 seconds): Open with the listener's problem, not your product. "Another shocking electricity bill?" — a question, a scene, or a bold claim. Attention lost in the first 3 seconds never comes back.

Benefit (one message): One spot carries one promise. Listing three features means none get remembered.

Proof (trust): A number, customer count, guarantee, or authority: "trusted by 10,000 businesses", "30-day no-questions returns".

CTA (clear action): "Visit our website for details" is weak. Action + incentive works: "Call today — your first month is free." On radio, always repeat the phone number twice.

5 techniques for ear-writing

1. Read it aloud. Time yourself reading every script out loud. Where your tongue trips or breath runs out, the artist's will too.

2. Short sentences. The ear can't track comma-chained clauses. Don't fear the period.

3. Spoken language. "Use" not "utilize"; "now" not "at your earliest convenience".

4. Flag pronunciation traps. Note brand-name pronunciation, foreign words, and how numbers should be read (one-ninety-nine or one-nine-nine?) at the top of the script.

5. Add a tone note. The same line can be read five ways. A one-line direction like "warm and energetic, like recommending to a neighbor" cuts revision rounds in half.

5 ready templates

1. Retail / discount (radio, ~20 sec): "[Problem/season hook]! [Store]'s [category] sale is on — a full [percent]% off, plus [extra incentive]. Through [date], while stocks last. [Store] — [tagline]!"

2. Service / corporate (TV, ~30 sec): "[Audience pain point]? For [number] years, [Brand] has been there with [benefit]. [Proof: customer count/guarantee]. [CTA]. [Brand] — [tagline]. [Website]."

3. App (social, ~15 sec): "Still stuck with [old way]? With [App], [benefit] fits in your pocket. Download now — [incentive] starts today. [App], on the app stores."

4. Emotional brand film (~45 sec): "[Emotional scene]... Some things never change: [value]. For [number] years, [Brand] has [mission]. Because we believe [belief statement]. [Brand] — [tagline]."

5. Local business (radio, ~20 sec): "Looking for [need] in [area]? [Business] serves you with [differentiator]. [Address/directions]. [Business] — [phone]. Once more: [phone]."

Script ready — now the right voice

Script tone and voice tone must match: an energetic discount script read by an authoritative documentary voice wastes both. Browse commercial specialists' demos at [VoiceBros commercial voice over](https://voicebros.com/en/commercial-voice-over), upload your script, and see exact word-based pricing — most artists deliver in 24 hours. For budgeting, keep the [voice over rates guide](https://voicebros.com/en/voice-over-rates) handy.

FAQ

How many words for a 30-second spot? 65-75 words is ideal; leave 10% headroom for emphasis and pauses.

Will the artist fix my script? Good artists flag pronunciation and flow issues, but the script's strategy (message, structure, CTA) is your job before ordering. For full script support, agree on it in the quote flow.

Can I reuse the same script across durations? Not directly — a 30-second script isn't squeezed into 15, it's rewritten. Keep the core message; cut proof and detail.