What Makes A Good Commercial?
On a local level, we’ve heard all kinds of thoughts and theories about what really makes a good commercial — especially on TV and radio.
Some people have said it’s all about the “unique selling proposition” or USP. Savvier and savvier consumers frequently don’t want to be “sold” or be told what to do — especially younger audiences. That said, an advertiser should really be very clear on what it is they do. Instead of a USP, maybe they focus on just “one thing.” It’s easy for an advertiser to say, “I want to tell everyone everything about me.” And, since they are so close to the product or company, they can’t always put themselves in the shoes of the consumer and end up bombarding them.
Others have said that it’s all about awareness. Sure, this makes sense. But, more times than not, the creative isn’t always in line with creating awareness. Sometimes it can be more of an annoyance. And it can be an expensive proposition if you’re hinging your future on thinking that if you get out there enough, people will, at some point, follow.
We’ve heard people say that urgency is good. In a retail environment, when there truly is something of value that is “available for a limited time,” it’s not a bad way to look at it. But, again, if you think that “yelling is selling,” you might end up turning more people away.
There is a definite art and science when it comes to all of this. But, we’ve found that they best commercials are those that, as Mark Silveria, author of “Ordinary Advertising. And How To Avoid It Like The Plague,” puts it, are ones that are “the truth, well told.”
Think about that for a second.
What is “your truth?”
Like a USP, it focuses on the most important part of your business but it takes it further. It demands that you think about not just “what” your business is about but rather “WHY” you are in the business you’re in. These are where the true, honest stories can come from and ultimately become part of your advertising. Tell your truth well and everything should work itself out — it’s up to you to determine what that truth is first.
Going through this exercise will also help you build ideas to create likability. The bridge to building trust is oftentimes likability. And once you figure out your core “truth,” you can start creating the commercials that everyone likes: ones that work.
Tags: advertising, blog, good advertising, media, run spot run
