Fact: Nobody woke up this morning waiting to see your TV commercial.
Challenge: With thousands of messages fighting every day for consumers’ attention, why should they pay attention to yours?
1) Is your commercial “benefit” driven?
- Your commercial must provide consumers with “real” benefits. Hint: “Family owned and operated” is not one, nor are uncorroborated claims like “We won’t be undersold.”
- Remember it’s not what you want to say, but what your customers want to hear that’s important.
2) Does your commercial help differentiate your business from the competition?
- If you’re not unique on some dimension, you’re just a commodity. And commodities live and die on price only.
- Blending in will kill your margins and eventually your business model. Standing out ensures survival.
3) Is your commercial relevant to your target audience?
- TV advertising is not fairy dust … it can’t sell a product or service that consumers don’t want at prices they’re not willing to pay. TV advertising guarantees an audience – not success.
4) Is your commercial focused?
- All display is no display.
- When possible, boil the message down to one or two points of distinction.
- A good commercial is designed to engage and persuade, not serve as an owner’s manual.
5) Does your commercial support your brand position?
- Your commercial should reinforce the way you want consumers to think and feel about your brand.
- It’s not always what you say, but how you say it (tone & manner) that often separates retail brands.
6) Does your commercial move prospects to the next level?
- If it doesn’t then you don’t have a retail commercial, period.
- Decide what action you want prospects to take (call for an appointment, visit your website, shop your stores, etc.) and develop your commercial with that focus in mind.