How Come Your Television Commercials Are Not Working?
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• You can make them an offer you know they will find irresistible
Your viewer must find something worth watching in the first few seconds of the ad.
If not, you’re gone.
DOES YOUR AD HAVE SELLING POWER?
You’re looking for big ideas, not gimmicks. Make sure nothing is done to endanger your sales pitch.
If someone says the commercial must be entertaining to sell, watch out . . . or better yet, run!
Ask them why. If the answer has anything to do with the MTV zappers, remind them of the goal: The goal is not to get people to watch but to get people to buy.
Emphasize your biggest, strongest buying point. Focus on the viewer’s wants and needs — not on your own.
Always keep in mind the viewer’s self-interest.
Viewers don’t care about you; they only want to know what’s in it for
