Who are your prospective customers and how would you describe them as individuals?
- If you don't know this already, you should.
- Your TV spot should be targeted at a specific audience.
- Create a profile of your typical customer and sell to that person.
- Think of yourself as an educator instead of a sales rep. Who would you rather listen to?
- Market the benefits of your product or services, not features.
- Effective TV spots are about one concept or idea, not details.
- People make buying decisions mostly on emotional feelings, not logic.
- Don't try to cover all the bases or cram too much into one TV spot.
What specific action do you want the viewer to take after watching your TV commercial?
- Ask for the sale.
- Make contact information very clear.
- Have multiple contact channels for further info on your product or service.
- Ask questions that can only be answered with a "yes".
How much is it worth to your business for the viewer to take the action you want them to take?
- Spend enough on your TV spot so that it is original and of high quality.
- Work hardest on the concept and what idea it communicates to the viewer.
- A good idea written on a napkin with a crayon is worth more than a poor idea written with $25,000 worth of neon.
- A great concept can be trumped by poor execution.
What is the most beneficial characteristic of your product or service?
- A service or product's features can be compared, customer benefits can't.
- Your business is unique, so point that out.
- Don't compare your business to others.
- Be positive, take the high road, and compete fairly.
