Writing The Ad Is Easy

If You Have A Good Strategy

I have been asked several times lately to help teach better copy writing for commercials. Truth is, I am no more than average when it come to the writing of commercials. I strive every day to be better.

What I am good at is developing a strategy. When you find a good strategy, the commercials almost write themselves.

Uncover what the goal of the advertising is and matching it with why consumers will care enough to buy. Sounds simple, huh? It should be. Much too often commercials are focused on the advertiser and not what the consumers care about. Here are a few simple questions to ask prior to writing that next commercial.

1. Why Advertise? What is the advertiser hoping to accomplish with this commercial?

2. Is there a demand for the product or service? Why?

3. Why will the consumer care about the message you are writing?

4. Who is the competition?

5. How does the advertiser compare, good and bad to the competition?

6. How will you measure the success?

7. What is the time horizon?

8. If the advertiser meets a potential customer on the street, what would they say in :60 seconds to convince them to use their product or service?

9. Can any competitors say the same things?

10. At the end of the day, what does the advertiser want to be known for? Why?

These are just a few starters that will get you on the right path to developing a solid strategy. Once these are answered, a picture should start coming into focus.

Shoot me an email if you want to discuss further. Let's get rid of bad ads, one customer at a time!

Come On In

The Water's Fine

The message in church this Sunday was called "Coming To Grips With Our Power Shortage". Now, not to get religiony here, but this particular message applies to many of our lives and careers. (It was a great message and you can hear it online at www.lfmc.org)

There were several messages in the sermon, but I really want to focus on one portion. It was called How To Appropriate Power.

a. Admit Our Lack Of Power (In whatever area of our life we are struggling) Basically, admit that you need help. Without this admission, your are doomed to a life of dointg the same things over!

b. Believe In Faith in what you are doing. Just let go and do it no matter what past experience has shown and what your mind and heart says.

c. Act In Faith. Immaturity is living by our feelings. Maturity is living by our commitment. Sometimes you just have to do what you know is right and believe in the process. A perfect example is in this verse from The Book Of Joshua (3:13-16)

"When the priests who carry the Covenant Box of the Lord of all the earth put their feet in the water, the Jordan will stop flowing, and the water coming downstream will pile up in one place.".....the river was in flood...As soon as the priests stepped into the river, the water stopped flowing and piled up...and the people were able to cross near Jericho.

Point is, the step had to be taken BEFORE the water stopped flowing. That is a bit of a nervous moment. It required total belief in the process. Too much of the time, we don't believe enough belief to take the required steps to success in career or relationship. Even when we know it is the right thing to do.

Saying that you believe is one thing. Stepping into the water is truly another. Do you really believe? I mean really? Let me know if this hits home with you.

Step into the water.

Commit To It

That Includes Your Marketing Plan

I see it time and time again. An advertiser launch a very solid campaign with a good message. In his or her mind is some arbitrary time line and criteria to judge it's effectiveness. They have already begun thinking what to do with their advertising dollars when this doesn't live up to what they expect.

This is complete hogwash. (i know, strong words)If the strategy is good today and the message conveys the strategy, commit to it. Without a timeline. It will work. Do not judge it based on if people say they heard or saw it, but if revenue increases. That is all that really matters.

Too many advertisers think that they should be able to determine a consumer's time of need. Nope. You can't. Just be prepared when the need arises!

Matter of fact, most advertising campaigns work exponentially better in their second or third year. Most advertisers skip out between 13 weeks and a year searching for the magic advertising elixir to solve all of their challenges overnight.

Today's picture is a good illustration. When the business started, they did not put up a tent, planning to move and set up elsewhere if this business didn't work and try something else. Don't treat advertising that way!