Final Script

Final Script

Here is the way the final script looks. Try delivering it aloud as you read it. Now it is prepared for your easy delivery!

 

CUSTOMERS DON'T ALWAYS KNOW WHAT THEY WANT

ESPECIALLY BEFORE THEY SEE A NEW PRODUCT OR TECHNOLOGY.

 

FOR EXAMPLE, IMAGINE A MARKET RESEARCHER, 80 YEARS AGO,

TRYING TO GAUGE CUSTOMER REACTION TO A NEW PRODUCT,

THE AUTOMOBILE.

 

IF HE SIMPLY DESCRIBED THE PRODUCT,

THE CUSTOMER PROBABLY WOULD HAVE SAID THAT CARS:

WOULD BE TOO COSTLY AND DIFFICULT TO OPERATE,

WOULD GET STUCK IN THE MUD

AND WOULD GENERALLY BE UNRELIABLE.

 

THE RESEARCHER MIGHT HAVE CONCLUDED, JUSTIFIABLY,

THAT THE COMPETITION OF THAT TIME, THE HORSE,

WAS JUST TOO WELL SUITED TO CUSTOMER NEEDS

TO PERMIT SUCCESSFUL MARKET ENTRY.

 

THE PRODUCT, THE AUTOMOBILE, MIGHT HAVE BEEN LABELED:

A BAD PRODUCT,

A POOR RISK,

A BUMMER!

 

SO, OFTEN IT IS UP TO US TO DEVELOP A NEW TECHNOLOGY

THEN MARKET IT TO CREATE A CUSTOMER NEED.

First Draft

First Draft

Here is an example of the first draft with the symbols marked to indicate how you want the final script retyped.

 

       Customers do not always know what they want especially

before they see a new product or technology. For example, imagine

a market researcher, eighty years ago trying to gauge customer

reaction to a new product, the automobile. If he simply described

the product, the customer probably would have said that cars

would be too costly and difficult to operate,  would get stuck in the

mud  and would generally be unreliable.

 

       The researcher might have concluded, justifiably, that the

competition of that time, the horse, was just too well suited to

customer needs to permit successful market entry.

 

       The product, the automobile, might have been labeled   a bad

product,  a poor risk,  a bummer! So, often it is up to us to develop

a new technology then to market it to create a customer need.

 

Now, retype the script. Use large type, double-spaced for easy reading. End each page with the end of a paragraph, even if that means you have to leave a lot of space. This way, your page breaks will coincide with natural pauses. Number the pages, and leave them unstapled for ease of handling during delivery. 

Preparation Tips

Preparation Tips

With your first draft in hand, read each sentence aloud, noting your speaking and breathing patterns. As you do so, indicate natural pauses and points of emphasis on the draft, using the symbols shown below.

Where you need to:

Use this symbol:

Retype this way:

Pause for breath.

 

End a sentence.

Emphasize a point.

Use a contraction to sound more natural.

Set off a list for easy reading.

Indicate each item on the list.

Delete a letter, word or phrase.

(Slash)

 

(Period) 

(Underline)  know

(Arc)  do not

 

(Colon)

(Two slashes)

(Loop)  out

End the typed line here. Indent the next line 2 spaces.

Begin the new sentence at the margin.

Type a line under the word(s).

Type a contraction of the two words. (For example, do not becomes don’t.)

Type the colon and end the line here.

Indent the line 5 spaces.

Omit when retyping.