Let's look at some of the basics of both.
The purpose of the opening is to draw the audience in, capture their attention and their imagination. Once attracted, the audience should be taken on a journey from some starting point to a desired ending point, having changed from the opening state. When complete, the message or theme should be clear in the audience's minds.
That's really a description of any novel, short story, song, play, movie, television program, and, yes, even a commercial.
You may ask, "What lesson could a stupid advertisement hold for me, a bard of the theater?" Good question.
Here are some of the basics of advertising copywriting. (Writing advertising copy is called copywriting -- not to be confused with registering your work with a copyright.)
In his book, World's Best-Kept Copywriting Secrets, Bob Bly lays out copywriting fundamentals that in many ways sound like crafting a play. Two sections are named, "The Fundamentals of Persuasive Writing" and "Reach Your Prospects on a Deeper Level." Here are a few of his tips, questions, and suggestions, which I've paraphrased for stage use.
Know Your Audience
Who would attend your play? What motivates this audience? What are their main concerns? What other types of entertainment would they normally seek?
By 'audience,' this means more than the people filling seats; it is also readers at the publishing house or theater, directors, or any other people involved in reading your script during the decision-making process.
Determine Your Objective
Before you begin writing, determine what you are writing about. Do you want your audience to be moved? To be compelled? To laugh out loud? To go on an adventure? Get the theme clearly in your mind so it is portrayed throughout your script.
Get Attention
If a script doesn't grab the reader in the first few pages, it is likely to be tossed into the slush pile. Unless the opening scene gets the attention of the reader, the rest of the play may never be seen.
Arouse Curiosity and Invite Participation
Having captured the audience's attention, you then need to retain it. Keep the momentum going, peel back the layers of character and plot, and make the audience feel a part of the ride by identification with the characters and situations.
Go To Page: 1 2
