I was writing a script for a client recently and they were throwing a LOT of jargon around – and I didn’t understand anything that he had talked to me about in 2 minutes – I was struggling to grasp anything at all that they were on about – I thought to myself – how am I going to do this for him?
In any commercial script, it can be challenging to find a middle ground that you can use based on what your customers know and what your listeners know, and how you can incorporate that into your script.
Occasionally you are going to be skating on thin ice, especially when discussing the details of another person’s job, or their expertise, or processes involved – so it pays to be careful.
But firstly, you need to break down what it is EXACTLY that the client wants to advertise
Generally, people are happy to explain what they do and how they use their words.
It is a question of taking careful notes, reworking their words, and repeating the ideas back to them so you know you have the details down correctly – THEN hand it off to your copywriter to try to make sense of it all, and to appeal to the listener.
Have some confidence and trust in your listener.
But if you are not sure as a Sales Rep taking notes – then you can be sure that your copywriter won’t get it either.
So, my top tip – avoid the jargon – break it down – then trust your copywriter to understand and write something that will appeal to the client and to the listener.
