Low-budget, local TV ads don’t have to suck. Here’s some simple advice we give clients, that we hope helps:
- Focus on one idea. Clearly and concisely emphasize your key message or selling point, and what sets your product(s) or service(s) apart from others. Avoid trying to cram too much information in, or sending mixed messages. Edit ruthlessly and keep it simple. Otherwise, your primary objective may get lost in the clutter, and the viewer may not retain the information effectively.
- Target your audience and the desired response. Who do you want to notice and respond to your ad, and what do you want them to do after seeing or hearing it? What’s in it for them? Know who you’re talking to, and make sure your concept and script are appropriate, appealing and understandable to them.
- Make it memorable. Your ad needs to grab the audience’s attention and keep it. It should stand out from others. Formulaic, clichéd writing goes in one ear and out the other. (See what I mean?) Also remember that one of the most memorable elements should be your brand name. You may write the most creative script in history, but it won’t matter if no one remembers whose commercial it was.
- It’s not just what you say, it’s how you say it. Researchers tell us that only a small fraction of our communication success is based on the words we choose. We primarily convey information through tone, emotion and the use of visuals. So write to touch the audience’s heart, or make them laugh. Present it in a way that’s both credible and compelling. And if your script sounds cheesy or insincere, throw it away and start over.
