At Media in a Box we love broadcast media and work with some of the top TV and audio producers in the UK.
If you are thinking of commissioning a TV or radio commercial, here are some tips for getting the best and most effective commercial you can:
- You need a writer that fully understands the media they are writing for. Radio in particular, relies on the talent, skill and salesmanship of the writer. The very best writers have strong broadcast experience but also a good understanding of direct response.
- As a client you need to allow the writer to do their job. A good writer will listen to your suggestions, but will write what they feel is necessary to drive the response you need. Don’t get in the way and don’t write by committee. Let them do the job you are paying them for.
- You need a production company that ‘hear’ the script and can bring it to life with relevant voices, music and effects. Matching the tone and style of your business to the creative. Again, do not get in their way.
- Remember you may not be your own target audience. You may not like everything about the commercial, the music or voice-over, but you are not selling to you. Think about your target audience is this something that is going to strike a chord with them?
- Give yourself time to sell. Most radio and TV spots are 30’, but will that duration give you enough room to really sell your product or service? Give the commercial enough room to breathe and deliver your sales message in an effective way. A 30’ commercial campaign may appear cheaper but if your commercial is not selling your product or service in an effective way due to time constraints it is probably a false economy. Allow your writer and production team to advice on the best duration to get your message across.
- Always keep it simple. One sales message for each commercial. Don’t be tempted to deliver a ‘shopping list’ of your products or services. Get the audience’s attention, deliver your sales message and tell them how they can contact you.
- Put your selling idea first. Your product or service should be the star. It should dominate the whole creative process. Don’t be hoodwinked into thinking that creativity with a capital C is the number 1 way to get noticed. If you can remove the product or service from the copy and still have a complete concept it is not a selling tool.
- Use humour carefully. From a selling point of view use of comedy can be very hit and miss. The audience may not think it is funny and you lose the selling message amid the groans.
- Establish your name identification early and often. Follow the advice of speech makers; Tell them what you’re going to tell them, tell them, tell them what you’ve just told them.
- Steer clear of conversational scripts, they are rarely effective. There are loads of these style adverts out there and the reality is no one talks like that in real life. When did you last give someone the name of the business, the cost, the location, the parking options and a run down of other services available, when someone compliments your new haircut?
- Don’t ever start a commercial with a question, because if the answer is not the one you’re hoping for you’ve immediately lost that potential customer. For instance; ‘Thinking of buying double glazing? No I’m not actually and now I’ve zoned out as nothing you are going to say to me is going to be relevant.
- And finally and most obviously, use a clear call to action. Tell the listener/viewer what you want them to do next. Go to our website, call us now, visit us now – whatever it is, make sure it is really clear and concise, you haven’t paid for this commercial to keep them entertained, you are trying to sell.
If you would like to start a conversation about how Media in a Box might help you in creating successful radio or TV commercials, contact firstname.lastname@example.org.