Unless you're selling air, check this out!

Anyone who owns or runs a business is constantly wondering....how do I reach more people?

More people probably isn't what you need....unless you're selling air.

For many products and services, share of wallet is better than share of market. For most, if not all, better prospects are a better path to more sales.

Better prospects come from better messages and better targeting.

And by surprising, delighting and engaging people.

I would be more than glad to help you surprise, delight and engage your prospects.

Give me a call, we'll talk.

Today's lesson: The Anatomy of a Commercial

Whether it be a radio or a TV commercial for your business, it's important that you understand the "Anatomy of a Commercial."

• The most important five seconds in a commercial...the opening hook. If you don't grab their attention from the get go, it's just that much harder to get them to listen or watch.
• Aim for the customer's hot button. Hit it and your half way home.
• Practice the Three D's---daring, different, direct.
• It's foolish to believe that a single commercial can tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros: They make a single point, powerfully.
• It all starts with the words. The copy must be in "people speak."
• Don't forget the target's ear and imagination. The right music, voice talent, inflection, sound effects, and believable, memorable and persuasive copy are all required to choreograph a successful commercial.

For more information about the "Recipe for an Effective Commercial"...give me a call, we'll talk.