Your Best Script Writer: Message Creation to Message Delivery
by Steve Multer
Feb. 3, 2016
You’re planning a theatre presentation in your upcoming trade show booth. Or you need to produce a video module that creates buzz on the show floor. Maybe you want to maximize views on your product’s microsite, or you’re managing a partner conference where the right words can make the difference between exciting a reseller or losing a valued vendor. For all these channels and so many more, you need an effective, meaningful, engaging message at the core of your offering. Which means you need the best specialized corporate writer to both produce and deliver your script to your audience.
Event marketers are challenged daily to create opportunities and get their message out. As these tireless professionals take their valuable brands to customers, partners, media, and events week after week they face different audiences in a quest for bigger and bigger market share. But every outlet demands the same result: The message has to be on point, effective, and memorable.
Writers are everywhere, and every writer believes they’re the best. Every agency and vendor promises “great” writers, “experts” at creating the content you need for any occasion. How do you decide who to hire? They can’t all be the best, can they?
Marketing and event directors frequently choose whatever writer they can find just to get the job done and the next script completed. They’re own people rarely write well, and even if they do these valuable employees never have the time in their hectic calendars. A vendor can often be the best option, but only if it’s the right vendor.
Writers are often supplied or referred by your exhibit house or logistics provider, but those any-and-every project people rarely create the best possible scripts or understand best practice methods for reaching your specific audiences. With budgets tighter than ever and every event make-or-break, choose your creative vendor carefully to discover the best writer for you, for your budget, and your potential customer.
Begin your vetting process with specialization; not every writer can write every script. Someone who writes advertising copy or legal brochures won’t be equally successful with live presentation messaging because they don’t live and work in the live presentation world. A television or film writer looking to make a few extra bucks in corporate scripting doesn’t understand or care about your brand or customer enough to create your ideal solutions message.
Ideally, your writer should also be the person that actually delivers the message themselves, rather than being someone who creates words for others to speak. This is your most reliable path to messaging success.
If you ask only one question when choosing your content creation expert let it be this: “How often are you hired and re-hired to speak the words that you write?” If the answer is less than “Most of the time.” then you may want to seek out a different writer.
Trade shows and corporate events are unique. They pose challenges only a professional that’s immersed in the market can properly and easily address. A trade show booth is not a quiet keynote room, a microsite is not a 30-second television set, and a C-level interview is not the same as a man-on-the-street chat. Hire a professional who specializes in scripting for the market you serve, with years of experiences in the trade show and live event trenches.
Most staff and general writers work on a churn-n-burn cycle. They begin by asking generic questions of their client over the phone, then crank out a bland script that simply regurgitates each buzz word heard in the meeting into a somewhat speakable form. Next, they quickly offer a couple of minor revisions – designed not to make the message stronger or connect better with the desired audience but to appease the stakeholder – in hopes the client will sign off quickly. They bill for their time then immediately head off to the next churn-n-burn project. The faster they finish, the more they bill. No personal stake, no long-term interest in message success.
Your writer should be personally invested in the outcome of your message. Best practice suggests you work with a scripting professional who also delivers your message at the event they’re writing for; by securing both in one package you get the best possible result, save time and money, and know that your message and your messenger are a perfect match.
Trade shows, sales meetings, breakout sessions, VAR conferences, broadcasts, or webinars are vital tools in your marketing approach – your scripts for those events are some of the most powerful weapons in your marketing arsenal. Find the best writer to craft and hone those weapons and you’ll achieve solid ROI.
A truly great writer will deliver your message in a personal, memorable, understandable way. Their scripts will speak to your audience as people, not dollar signs, and treat your clients with respect and a true understanding of who they are and what they need. It takes a special skill that only a seasoned communicator can deliver. Your pro is out there – go find them.
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