Cold Reading Copy Fundamentals for Commercials
Most commercial auditions don’t give you time to prepare.
You walk in.
You’re handed copy.
And you’re expected to deliver ~ immediately.
This is where many actors panic… and where working commercial actors quietly separate themselves.
In this breakdown, Coach Mike explains the cold reading fundamentals that casting directors expect you to understand ~ even when no one explains them in the room.
🎥 Watch the full video breakdown below, then read on for the key concepts every commercial actor must know.
The First Thing You Must Identify in Commercial Copy
When you’re handed copy at an audition, there is one question you must answer immediately:
Am I a customer — or am I a professional?
Almost every piece of commercial copy falls into one of two categories:
1. Problem → Solution Copy
2. Solution-Only Copy
If you don’t identify which one you’re reading, everything that follows ~ tone, pacing, energy ~ falls apart.
Problem → Solution Copy (You’re the Customer)
In problem → solution copy, the structure is simple:
The copy starts with a problem
The copy ends with a solution
You are almost always playing a customer
Example:
“I’ve tried other pain relief rubs, and they just don’t work fast enough… so I tried Bengay.”
This is not selling.
This is telling.
Casting often gives direction like:
“Don’t sell it”
“Throw it away”
“Talk like you’re telling a friend”
Why?
Because customers don’t sell products ~ they share experiences.
Your job here is to sound:
Conversational
Natural
Relatable
If you push too hard, casting will pull you back.
Solution-Only Copy (You’re the Professional)
Solution-based copy works differently.
There is no stated problem — only an answer.
Example:
“This year, you can quit smoking. Zyban is a prescription medication that helps reduce your urge to smoke.”
This copy is:
More technical
More presentational
More informational
Here, you are usually a:
Doctor
Business owner
Sales professional
Service representative
Casting may say:
“Make it more presentational”
“Pick up the energy”
“Sell it more”
Because professionals are expected to guide, inform, and lead.
Why Most Actors Get Cold Reads Wrong
Many actors approach commercial auditions like scene study.
They try to:
“Play a character”
Add emotion that isn’t in the copy
Perform instead of communicate
But in commercials, you’re almost always playing yourself — just framed as either a customer or a professional.
You’re not inventing a backstory.
You’re not building a character arc.
You’re revealing clarity.
That’s why cold reading fundamentals matter so much.
Casting Will Tell You Exactly What They Want — If You Listen
Casting directions often sound simple, but they’re incredibly specific.
Here’s what they usually mean:
“Make it more conversational”
→ You’re selling too much.“Make it more presentational”
→ Your energy is too low for a professional read.“Throw it away”
→ You’re over-emphasizing words.“Warm it up”
→ You sound mechanical, not human.
Great commercial actors don’t guess.
They listen, understand, and adjust.
Coach Mike calls this the Triad of Audition Excellence:
Listening
Understanding
Execution
Why This Matters More Than Ever
Commercial advertising has shifted heavily toward customer-based storytelling.
Audiences trust:
People who look like them
People who sound like them
People who feel real
That’s why everyday reads book more work — and why over-presentational performances get cut quickly.
If you don’t understand this shift, you’ll keep missing opportunities without knowing why.
The Real Truth About “Rejection”
One final mindset shift Coach Mike emphasizes:
If you do strong work and don’t book — you weren’t rejected.
They chose someone else.
That’s it.
Commercial casting moves fast.
They’re matching tone, energy, and type — not judging your worth.
The goal is to do your job well and leave the room clean.
“When you go on a casting, who you are is yourself. You’re either a professional or a customer - not a character.”
Are You Ready for Cold Reads?
If you’ve ever:
Felt unsure what casting wanted
Been told “don’t sell it” without understanding why
Struggled reading solo copy under pressure
These fundamentals are what you’re missing.
And they’re exactly what Coach Mike breaks down live inside the Free Zoom Audit Class ~ so actors can see where they stand before they walk into the room.
