Ads Need To Sound Real To Persuade.
When you write ads for radio or television (including cable), or even the on hold messaging, make sure that the ads are written like you would speak. Very seldom do we actually speak the way we write and that makes our ads seem phony. Don't worry if grammar check doesn't agree with your written phrasing. Write it the way you speak. If someone writes it for you, edit it and add your style to it before you record.
Stay away from recorded conversation ads. Use notes and rehearse. Just talk and then have it edited. We have all heard the ads that sound read and poorly acted. Have you seen the ads with women discussing their feminine hygiene products and thought, "No one would talk about that."? If it is not realistic, consumers see right through it. Consumers do not like ads that sound like ads. Don't insult their intelligence. http//www.youtube.com/watch?v=58zhTjGBhW8
Please be believable. Check out the link to this TV ad. (it is a TV ad about feminine products, so if that would offend you, please don't watch.) Would the conversation happen like this?
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