What Makes a Voice Over Script Engaging? (And How to Handle Bad Copy)

It’s Not Just Your Voice; It’s the Words on the Page

We’ve all been there. You open a new script from a client, your tea is hot, you're ready to knock it out of the park... and...

Thud.

The copy is awful. It’s a clunky, jargon-filled wall of text that sounds like it was written by a committee of robots.

As voice actors, we're not just narrators; we're storytellers. But when the story is bad, our job gets much harder.

But first, let’s define what a "good" script is. What's the anatomy of an engaging voice over script?

The Anatomy of an Engaging Script

A good script isn't just a collection of words; it's a blueprint for a performance. It has clear architecture. When I get a piece of copy that makes me smile, it almost always has these four things.

1. It’s Written for the Ear, Not the Eye Academic papers are written for the eye. Business reports are written for the eye. Great VO scripts are written for the ear. This means they use conversational language, active verbs, and contractions (like "it's" and "you're"). It sounds like one real person talking to another real person. If you read it aloud and it sounds like a textbook, it's not written for the ear.

2. It Has a Clear "Who" and "To Whom" An engaging script understands its personas. Who is speaking? Are they a trusted expert? A relatable friend? An enthusiastic coach? And just as importantly, who are they speaking to? A script for skeptical C-suite executives sounds completely different from one for new moms. When the copy has a clear point of view and a defined audience, it gives you, the actor, an immediate, playable character.

3. It Has a Single, Clear Message A script that tries to say ten things at once will say nothing at all. Great copy is focused. It has one—and only one—core message it's trying to get across. "Our new software saves you time." "This charity needs your help now." "This car is safe for your family." Every line should support that single message. This focus is what makes the script's ROI (Return on Investment) measurable for the client.

4. It Has a Strong Call to Action (CTA) The script was written for a reason. The client is paying for a result. An engaging script knows exactly what it wants the listener to do next. "Visit our website," "Call your representative," "Download the app today." The CTA is the entire business case for your voice over. A script without a clear CTA is just a monologue; a script with one is a piece of marketing.

When Good Voice Actors Get Bad Scripts

Okay, so that's a perfect script. You'll get one of those... maybe twice a year.

The rest of the time, you'll get copy that's clunky, confusing, or just plain boring. My old advice to "just pretend it's good" was a start, but it's not a strategy. When you're faced with bad copy, you have a choice. You can be a "voice monkey" who just reads the words, or you can be a "voice partner" who helps solve the problem.

This is your opportunity to manage risk and add value.

Your Action Plan for Bad Copy

Don't just sigh and hit record. Follow this plan...

1. Step 1: Diagnose the Core Message. Before you do anything, read the whole script. Buried in that mess of words is the one thing the client is trying to say. Find it. Is it "This is easy to use"? Is it "This is a limited-time offer"? Find that core message and make it your anchor. Your job is to deliver that message clearly, even if the words around it are fighting you.

2. Step 2: Ask Smart, Strategic Questions (If You Can). If it's a live session (or you have a good relationship with the client), don't say, "This script is terrible." That's arrogant. Instead, frame it as a collaborative partner:

   • "I'm seeing a couple of ways to interpret this line. Are you looking more for an energetic, sales-focused feel, or more of a helpful, explanatory tone?"

   • "This paragraph is really packed with info. Which specific point is the most important one for the audience to remember?"

3. Step 3: Offer the "As-Written" Safety Take. Clients are often attached to their "baby," even if it's an ugly baby. Never, ever not give them what they asked for. Your first take should be exactly as-written, read to the best of your ability. Say it clearly: "First, I'll give you a take exactly as the script is written."

4. Step 4: Provide the "Partner" Take. After you've given them their "safety take," offer your value-add. "I'd like to try one that's a bit more conversational. I'll break up that long sentence and add a pause to let the main point sink in. You can choose which one works best for you." This isn't you being a script doctor; it's you being an audio expert. You're using cadence, breath, and pauses to make their clunky copy flow. Nine times out of ten, they will be thrilled and will use your "partner" take.

You're a Problem-Solver, Not Just a Voice

A great, engaging script makes your job easy. A bad script is your chance to demonstrate your value.

Clients don't just pay for your voice; they pay for your expertise. They pay for you to take their jumbled message and turn it into a clear, compelling story. When you can do that, you're not a commodity they can replace. You're an indispensable part of their team.

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NEWS AND NOTES

All three audio books I narrated last month are now on sale! Here’s a clip from The Art Of Community.

HAPPY HAPPYS

Happy Relaxation Day and Tell A Joke Day! Why is 6 afraid of 7? Because 7 8 9! Get it?

QUOTE OF THE WEEK

I'm nothing more than a worker in a service occupation. It's like being a waiter or a gas-station attendant, but I'm waiting on six million people a week, if I'm lucky. Harrison Ford

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Thanks For Reading!

To learn more about me, hear some samples, or download my demos, just go to www.tomdheere.com.

Tom Dheere is a voice actor with over 25 years of experience narrating just about every type of voiceover you can think of. He also helps other voice talents navigate the voiceover industry as the VO Strategist. When not voicing or talking about voicing, he produces the sci-fi comic book Agent 1.22.