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!
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