Hard-sell Commercials vs. Identity CommercialsBy: Kahlia Hannah
There is a man who owns a locally based chain of used computer stores in the city where I live. It is my personal opinion that he should be presented with an award for producing the most annoying television commercials in history. That award probably wouldn't mean much to him, as he is now a rich man who couldn't care less if his commercials are ridiculous. After all, those commercials made him the rich man he is today.
This man I speak of was a pioneer in the world of hard-sell commercials. His commercials were tacky, irritating, obvious and brass. They were also fact-based, convincing, high-energy and memorable.
Your hard-sell commercial does not need to encompass the entire range of adjectives I used to describe those particular hard-sell commercials.
The hard-sell commercial has a few common identifying traits that have nothing to do with being annoying.
We all like to dream, but most of us are grounded in reality. We may occasionally be taken in by the model with flowing, auburn hair who only spent five dollars on a box of store dye to achieve it, or the car full of partying teenagers who love their car so much they would rather remain in it than attend a party, but we will never believe it.
The reason hard-sell commercials work so well is that they promote the tangible, rational benefits of a product. It is difficult to promote the practical value of perfume or beer.
So when you decide to market using television commercials, remember who your audience is: people who have jobs and kids and responsibilities. In other words, real people who live in the real world.
© 2001, Kahlia Hannah
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