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this is the most important component of the script writing process.
That is to always, always, remember, there must be a reason for every word. Most recorded messages consist of 160 words or less, so use them wisely.
The second crucial component is to remember that people most love to listen to WII-FM – you know, “What’s In It For Me”. As you consider every word, every sentence, make sure you present your ideas from the prospect’s standpoint – “you” language is much better than talking about “me”, or “our company”… Focus on the benefits to the listener, or on the problem that your service solves. Folks care much more about how they can benefit, than about how experienced or smart your staff is, or how solid your firm is. (These types of “credibility” statements are fine if used sparingly. Most credibility issues cannot possibly be
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