Most companies look at television commercials as
an advertising vehicle for "the other guy." The
corporate giant. The big business with lots of
disposable cash. In fact, TV is a very affordable
medium that can
increase your company's profits greatly.
Before you make an investment in television
advertising, there are certain key elements you need
to consider. Once you understand the process of
writing, creating and producing a commercial, you're
ready to hit the airwaves.
Effective TV commercials merge video and
audio into a powerful sales tool. But don't
think one is more important than the other. Audio
and video go hand-in-hand.
For example, turn down the volume on any
commercial. You should be able to identify the
benefits of purchasing a product just from the
video.
The same holds true for audio. Close your eyes
and listen to the announcer. If the audio doesn't
explain the product in detail, then the commercial
isn't effective. Potential customers should be able
to hear your message even if they're not in the room
to see it.
Always use a strong audio and video combination
when creating your own commercial.
Say you're selling a handheld vacuum cleaner.
Your video could actually demonstrate the product
vacuuming the stairs, hard to reach places and
inside a car. You'd also use video to show someone
struggling with a regular, bulky vacuum cleaner -
fussing with cords and heavy equipment.
Use your audio to explain the advantages of
owning your product. You'd use words like
"convenient, portable, lightweight."
However, there are no words more important than
your
call to action. What do you want your viewer to
do? Tell them to call now. Order now. Visit their
local dealer.
Your video must match your audio to drive home
your selling points. For instance, you wouldn't want
to see video of a woman struggling with a large
vacuum cleaner while you hear audio claiming, "Our
handheld vacuum cleaner is great for cleaning the
inside of your car!"
Your message gets distorted. The viewer gets
confused. And you lose the sale.
Think of television as an intimate medium. If
you're advertising a restaurant, don't just use a
shot of your building's exterior. Use a close-up of
your food in your commercial. And show people eating
your food. If you're producing a
Public Service Announcement (PSA) about drunk
driving, don't just use a shot of a crowd of people
at a funeral. Show a tear streaming down a child's
face.
Combining sight and sound should spark your
viewers' emotions and help them identify with your
product. And if they can identify with your product,
you're more likely to get the sale!
