01The six questions
- 1 · The pieceName the format (ad, corporate video, e-learning module, IVR menu, audio guide, podcast) and its length. Say what the listener should do or understand when it ends.
- 2 · The listenerDescribe the audience by situation, not demographics alone: a customer on hold, a new employee on day one, a viewer who starts with the sound off.
- 3 · The soundWords beat adjectives. Give two or three recordings you like and one you want to avoid, and say why. Add the pace you imagine and the relationship with the listener: an expert, a friendly colleague.
- 4 · The scriptSend the final text, or say which parts may still change. Mark names, brands and terms with their pronunciation. If the script will be translated, say so now.
- 5 · The placeVideo, web, phone line, in-store speaker, headphones. The place changes the mix and sometimes the voice.
- 6 · The deliveryAudio only or mixed with music, one version or alternates, which languages, which file type your editor or platform asks for. Say who approves and when.
02A worked example
This is the same brief for a seven-option phone menu. Replace each line with your own.
| Question | Answer |
|---|---|
| Piece | A seven-option phone menu for a service line, one prompt per option. |
| Listener | A caller who wants a person and has little patience. |
| Sound | Calm and clear, like a helpful receptionist. Avoid a cheerful sales tone. |
| Script | Attached. The brand name is said "[pronunciation to be added]". |
| Place | Phone line, so the files must suit telephony. |
| Delivery | One file per prompt, named by menu number, plus two alternates for the opening line. |
03What usually goes missing
- The place where the audio will play, which decides the mix.
- A single person who approves, so feedback arrives once.
- Pronunciation of names and brand terms.
- A decision on whether the voice may suggest small edits to the script that do not read well.