Modern business owners know that in order to get ahead and stay ahead, marketing skills are a must. While you’ll find pages and pages of content across the internet about how effective digital marketing is, we’re here to talk about a more traditional way of getting consumers’ attention – TV commercials.
However, keep in mind that a video commercial can be used on local TV, digital networks, or online. Regardless of where you plan to publish your ad, you need to take time to learn how to make a good commercial. Otherwise, you risk blowing a large part of your marketing budget on an ineffective advertisement.
How to Make a Good Commercial
When it comes to making a good commercial, there are several factors you need to consider to ensure you’re optimizing your reach and impact. You need to think about your brand, your audience, and the message you’re trying to get across. Furthermore, you need to figure out the most effective way to get your target audience’s attention.
1. Use the Element of Surprise
While not all TV viewers are fans of shock value, it is effective. In terms of learning how to make a good commercial, it’s not about scaring your viewers or shocking them with disturbing images, violence, or sexual content.
However, you can use the element of surprise to your advantage by showing audiences something they don’t expect to see. For example, start the commercial out slow, even boring. However, within the first three seconds, make a strong, explosive pivot in the other direction.
2. Focus on Keeping People’s Attention
Once you’ve gained viewers’ attention, the key is hanging onto it. A few decades ago, the average TV commercial was a minute long. However, businesses soon realized that the average attention span (for commercials) was much shorter.
Now, most commercials are 30 seconds or shorter, though many businesses are experimenting with various lengths anywhere from five to 90 seconds. Ultimately, the longer your commercial, the more it will cost to run. Regardless, to be effective and worth your investment, your commercial has to be engaging enough to hold viewers’ attention.
3. Send a Clear Message
Part of learning how to make a good commercial means learning how to state your message clearly and concisely. Many advertisers try to pack too much information into a single commercial, which can lead to confusion and obscurity in the minds of consumers.
Instead, put your efforts into one message and make sure it’s stated clearly.
4. Build Brand Awareness
One of the most important purposes of advertising is creating brand awareness. Consumers need to be able to recognize your company when they see it. It needs to become familiar to them.
For example, when a child skins their knee, people immediately think, “Get a Band-Aid.” However, Band-Aid is a brand, not a product. The product is an adhesive bandage, yet we all think “Band-Aid” because of the company’s incredible brand awareness and marketing.
5. Know Your Audience
One of the most important factors in learning how to make a good commercial is catering to your audience. Your target audience will be based on your brand, your products and services, and your message.
While you can’t necessarily pick who sees your TV commercial on local channels, you can opt for connected TV OTT advertising. This type of advertising focuses on advertising through digital channels, which makes it easier to target specific demographics.
6. Be Yourself
In today’s world, social media is king. While this can be good for business and, in some ways, communication, it can provide a platform for people to be disingenuous.
On social media, people show the world what they want them to see, which is usually a false representation of their real lives. As a society, we’ve grown somewhat tired of this modality of socialization.
Consumers grave authenticity. Learning how to make a good commercial means being genuine.
Some people will love you. Others won’t, and that’s okay.
7. Tell a Compelling Story
There’s a reason the people you’re trying to reach through a TV commercial are already watching TV – we love stories. We love to follow dramas, sports, comedies, or whatever our drug of choice.
People like to witness things unfold and follow progress, becoming emotionally attached to the shows they view. Therefore, you must tap into that desire through your commercial.
You have under a minute to present a compelling story with a clear message and gain the affection of your audience.
8. Focus on Quality
The industry of technology literally advances every day. Consumers are drawn to the newest, best, and highest quality when it comes to their phones, tablets, laptops, TVs, etc.
Knowing this, it’s vital to ensure your TV commercial is also of the highest quality. Film your commercial in 4K HD, and for goodness sake, don’t use your phone. Hiring a professional videographer may set you back some, but the quality of your commercial will speak volumes to your audience.
9. Create Something Memorable
Learning how to make a good TV commercial means learning how to stay lodged in the minds of consumers. That way, when they think about the products and services you offer, you will be their immediate solution.
Some businesses come up with catchy jingles, others with ridiculous (but memorable) mascots. Figure out what you can present in your commercial that will stick with consumers.
10. Be Consistent
Finally, to make an impact on any type of marketing, you must be consistent. You could make the absolute best commercial the world has ever seen, yet if it only runs for a week, no one will ever know your name.
Make sure your commercial is running consistently for a matter of months. Additionally, make sure all your commercials are congruent with one another. Consider running a series of commercials that all build off the same message.
Find More Advice and Information
Now that you know how to make a good commercial, are you ready to start writing the script? Take your time and remember what we talked about. Remember to think about your ideal audience and the message you want to spread to them.