How to Get Commercials that WorkBy: Kevin Nunley
Anyone who has ever put down hard-earned dollars for commercials can tell you the difference between a good commercial and a bad one. Good commercials work. A few plays on the air and prospects are flooding through the doors and ringing the phone.
A bad commercial does just the opposite. It sits there. No response. No results. Only a painful invoice to pay 30 days later.
Whether you are advertising on television or radio (or even newspapers), a few simple guidelines can save you from the no-results commercial trap.
Make your offer attractive. All the advertising in the world won't attract buyers to a product or service that they don't need, is of poor quality, or is over priced. On the other hand, even a little advertising will bring surprising response for an offer that prospects immediately understand to be a very good value.
Put your commercials only on the stations and programs your prospects use. There's no point in wasting your message on people who wouldn't be interested in your product or service. Make your media choices match the audience you are trying to reach.
Make sure you commercial copy is well written. This last point could be the most important. A really well-written commercial will work just about anywhere. Surprisingly, copy writing is the one factor that is most often left to chance.
When George the tax accountant buys his radio commercials for the spring tax rush, he leaves the commercial copy up to the station's sales rep. Sure, George supplies the rep with a list of points he wants included, but it's the sales guy who actually puts his points to paper for the announcer to read. Some broadcast sales people are good writers. More than a few can't form a complete sentence. After all, they're sales people, not copywriters.
Insist on working closely with your ad sales rep. Write your own copy, get a ghost writer to help you, or stand over the shoulder of the sales rep while she writes it. Use these safeguards to insure effective copy.
© 2001, 2000, 1999, 1998, 1997, 1996 DrNunley.com.
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