Those print ads you’ve been running just aren’t getting enough attention, and you’ve decided it’s time for a commercial. Before we talk about what you’re going to do with the commercial, we should first talk about what you’re going to do in the commercial.
Below are a couple pointers, to get you started:
- Be 2/3rds Interesting.
For the most part, good commercials, are either sad and heartwarming or funny and ridiculous. You could split hairs here within the categories, but if you think about it in the broad sense, they almost always line up to be one of those two formats. One of these styles should ideally take up two thirds of your spot. This will make the majority of the piece emotional or funny, therefore encouraging them to watch more.
- Be Watchable.
This is speaking only from a technically perspective: clean audio, and good video. That’s the bare minimum. You should also consider color correction and equalizing your audio. If you don’t know what that is you should consider hiring a production company that does. No matter how good your hook is, or your first 10 seconds, if no one can watch it, no one will.
- Ask Last.
You have to earn your ask. You’ve entertained for 2/3rd’s, now it’s time to ask them to do something. What do you ask? Something simple. Go to this link, call this number, go to this place. Don’t ask more than one thing, keep it easy, keep it memorable. Make sure you have a place to take them. Ideally a landing page. Don’t waste all this free entertainment you’ve given out.
- Consider the Audience.
Who are you talking to? Who do you want to talk to? Will they like this? The humor and taste between generations and even between genders can be a pretty wide gap. I’ve seen plenty of spots that I hated, but I always think “well, maybe this wasn’t for me”. In which case, the spot would be doing it’s job. Make sure yours is doing its.
- Give Them a Reason to Keep Watching, Quickly.
You’ve got to do this in the first 10 to 15 seconds. Traditionally, a lot is written about in terms of overall video length. I’d argue that your video can be as long as you want, if you hook them fast. This spot from FiberFix is a good example. In the first five seconds they toss a car into a ravine protecting it with only duct tape, and it only gets better from there.
Good commercials are hard to make. They take time, and they take risks. Go and watch some of your favorites and get inspired. Now look at your company’s, how does it match up?