You want more than “good enough”, you want effective.
Here are a few of the rules, guidelines, and techniques I follow
to make sure your commercials not only sound good, they work.
Let's get started with improving the quality of your copy. Your job is to motivate the audience to buy the product or service you're selling. While there are no "iron-clad, you have to do it this way" rules, these proven tips, guidelines, techniques, and...Read More
#4: Give your listeners the basic information they need. You can craft words like Michelangelo used a chisel and create a masterpiece but if the listener doesn't know the why, what and how of what you’re selling, it's not going to be as effective. Make sure these...Read More
The word ambiguous only has one meaning, abbreviated is 11 letters long and why does lisp have an "s" in it? That was random. Which works because this week's tips may seem random but they are all about what NOT to do. #5. Don't use "WWW DOT". #6. Avoid "LOCATED...Read More
I once saw a sign on Highway 29 in Wisconsin that advertised "Sign Painting". It was horribly painted and pretty ugly. I'm guessing it didn't get them much business. #8. Style can say as much as substance. Sometimes how a commercial sounds (or a sign looks) is as...Read More
This is an extension of the last tip. How your commercial sounds can be just as important as what you say. To that end, length matters. #9. A :15 is usually 45-50 words, :30, 85-90 and a :60, 175-180. Stay in your lane. Of course, Mississippi Veterinarian...Read More
Like all the copywriting tips, rules, guidelines, techniques, and philosophies so far, this tip is not the truth, the whole truth and nothing but the truth. Your mileage may vary. Still, if you're reluctantly writing copy, you might was well do what's worked for me...Read More
Writing advice from self appointed "experts" is worthless. Unless it comes from me. Well, that doesn't make any sense. If you accept the first premise, it's a little harder to believe the second. But, unfortunately, commercials often focus on the competitor's...Read More
I'm stealing this week's tip from an advertising legend. For the education. If you haven't heard of Dick Orkin, look him up. #12. Give your audience a personal, emotional benefit so they know WHY to buy. Mr. Orkin: Push advertisers away from defining their business...Read More
sense. logical week's just This and tip makes is* Our minds are associative in nature, so the order in which we receive information helps determine our perceptions. #13. Make sure your information is presented in the right order. We're driving, thinking about...Read More
A buffet gives you a lot to eat, a fine meal offers a dining experience to savor. Put too much information in your commercial, we'll forget most of it. Share one main message, we'll remember all of it. This week's copywriting tip: #14. Make your one main message...Read More