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HPK'S BLOG

VO4TA: Imply

Sometimes you can think a word or insert a phrase in your mind as missing text to create specificity in the read.  

 

Script:  There are other oils with 1 gram of saturated fat per serving. But Mazola Right Blend is a unique combination of pure canola and corn oils.

 

What if you THOUGHT a phrase in the beginning of this copy?  

 

Example:  [Now, I know that] There are other oils with one gram of saturated fat per serving. But Mazola Right Blend is a unique...

 

Or:  [So, you’re saying that] There are other oils with one gram of saturated fat per serving. But Mazola...

 

Or how about this:  [Honey, you told me] There are other oils with one gram of saturated fat….

 

The words you choose has a lot to do with the direction.  

Direction adjectives like “authoritative”, “warm” or “relatable” are often easily expedited by creating a silent phrase to reflect those ideas.    

 

Let’s look at another.  

 

Script:  We’ve topped our toppings! New Sundae Syrups from Smucker’s. Our No-Mess Cap means you can have all of the gooey goodness of our ice cream toppings - with none of the sticky mess!

 

Example:  [Hey!  Everyone!] We’ve topped our toppings! New Sundae Syrups from Smucker’s. Our No-Mess Cap means….

 

Or:  [Guess what!] We’ve topped our toppings! New Sundae Syrups from Smucker’s….

 

Or even:  [I didn’t think we could, but… ] We’ve topped our toppings!

 

Hugh P. Klitzke blogs at voiceoverfortheactor.com.

 

And you can even talk to one person.  

 

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This is a personal weblog.  The opinions and ideas expressed here are my own and are not those of any of my employers.

 

Comments Section

Excellent point High, thanks very much!
 

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