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.