Tag Archives: tips

Babes ‘N Donuts – Scion IQ Commercial Review – Advertising Expert Tim Burt Critiques

What do car tricks and pastry have in common? Donuts. Isn’t that clever. Here’s the latest “banned” auto commercial due to…well… After watching this “ad” (because its run time is approximately 37 seconds, it wouldn’t be for broadcast television), here … Continue reading

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Don’t Say This Bad Word In Your Commercial – Part 1 – Commercial Advertising Expert Tim Burt Explains

There are a few hard-and-fast rules in commercial advertising. Occasionally, some can be “bended”, but this one can’t. I’ve heard it called by two different names, but both carry the same meaning: Paralysis By Analysis Choice Paralyzes Response Simply put: … Continue reading

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TV Commercial Fail: FedEx “Auto Repair Shop”. Tim Burt Critiques

When you absolutely, positively have to have a misguided, lame advertisement….watch this 2011 commercial for FedEx: The first time I saw this my initial reaction was it was for Google or another search engine company. THE ISSUE When the “shop … Continue reading

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A Common Advertising Mistake To Avoid: Arrogance. Tim Burt Explains

Here’s a virtually sure-fire way to drive potential customers away from your business: arrogance (but not to be confused with ego). For example: “At ABC Orange Juice, our juice is the best. We use only the ripest Florida oranges, hand … Continue reading

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What People Hear Vs. What Is Actually Said In Commercials – AKA “The Phantom Message”

We’ve all heard commercials where the offer you perceive is not actually the message trying to be communicated. HOW AND WHY THIS HAPPENS It all stems from my first rule of advertising: Every good commercial or advertisement is rooted in … Continue reading

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Recipe Ingredient #10 To Make A Bad Radio Or Television Commercial: Asking A Dumb Question

A common misconception among copywriters is: “Don’t start off a commercial with a question. If the listener/viewer answers ‘no’, you’ve lost them“.   I agree with that to a point. But there’s one very important word missing from the first … Continue reading

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Recipe Ingredient #9 To Make A Bad Radio Or Television Commercial: Script By Committee

What happens when too many people¬†offer opinions into a script? (note: This is most common with commercials in the medical field.) MYTH All decision-making employees should have an opinion on what the commercial should “say”…which leads to… Trying to cram … Continue reading

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