How Come Your Television Commercials Are Not Working?
them.
Concentrate on a specific benefit and hammer it home. You can back this up with secondary benefits to help sweeten the deal. But remember: If everything is emphasized, nothing is emphasized.
You can’t be all things to all people. If you try, you’ll end up being nothing to everyone.
IS YOUR MESSAGE CLEAR?
It should be obvious. There are only four people in the world who really care about your commercial: You, the client, the guy who wrote it, and the guy who wrote its mother.
No one is watching television to see your ad. You have to attract viewers. The best way to do that is to make it clear that you have something they want.
Just make sure the “something” is relevant to what you are selling.
Do you have an important announcement for men with thinning hair? Make that announcement.
