Take a guess:
No matter what you pick, did you notice all of the choices are over half? That’s a lot of people to start winning their belief and trust back – one person at a time.
I blame that high number on businesses owners who may be experts in their field but don’t know a damn thing about marketing. Sorry, but using your kids, pets, family members and other ego-strokes in your commercials are a waste of money. Given our nation’s current economic predicament, can you afford to throw cash away?
The public at large has endured years of ever-degrading quality in ads. So much so, it’s now lampooned (hello Saturday Night Live’s parody commercials in every episode. -which I admire). So why should they believe your commercial when it’s no better than the other garbage ads they see hundreds or thousands of times a day? They won’t.
The two “B’s” of any effective commercial are 1) Benefits and 2) Believability.
(I’d like you to write down your answers to the next set of questions I’m going to ask.)
Let’s break these down: first, benefits. How is your product going to change/improve the life of the customer?
Secondly, believability. WHY should the consumer believe you and your message?
That second answer inevitably leads back to a bigger question – what makes your business different than your direct competitor?
You should have just written down the core of your commercials’ message: what makes you different? That’s what you should be presenting in your commercials.
Notice how we haven’t mentioned anything about your “friendly knowledgeable staff”, or “convenient location” (btw – it isn’t…I’ll explain why in a future post).
Those cliches have helped devolve media advertising – most notably radio and tv – to the point that anyone thinks they can write a “commercial”. My counter-argument to that: I don’t take my car to Jiffy Lube and then demand that I change my car’s oil.
You want an effective commercial? Leave that to the expert.
By the way, the answer is “C”.