Monthly Archives: November 2010

Creating a GREAT commercial to showcase your products, services and/or ideas online (like a RBM internet tv channel) or on television is the quickest way to reach your target audience. Use a professional agency or production firm whenever possible to create your script and storyline and produce your video.  It will make the difference between an  OK commercial and a GREAT commercial.

First, lets define exactly what every commercial should accomplish, here’s my short list:

• Connect with the viewer on an emotional level (happiness, sympathy, intrigue, etc…)
• Communicate exactly what your product, service or idea is
• Leave a positive, lasting impression of your product, service or idea
• Call to action–prompt your audience to buy your product, service or idea

Why Connect?
It is very important to connect with your audience on an emotional level since you are asking them to purchase your product or sign up for your service.  The best way to connect is to use real people in real settings. Audiences do not relate to exteriors or interiors of buildings. They do relate to people so your focus should be on the person or persons in the commercial. This connection is what will drive them to take action.

Why Communicate?
People only buy what they perceive to be something that is going to make their life or someone else’s life better. Make sure your commercial is clear and simple so that they know what it is you are selling. Humor can be great in commercials when appropriate and funny but do not cloud the message by overdoing it with cheesy one-liners. If your commercial is only :30 focus on one product or service. Tell your audience about the positive qualities your product or service has. And, only make short mention of (or quick pan view) of other products or services you offer. Less is more when it comes to commercials.

Why a Lasting Impression?
Your goal should be to leave your audience with a positive, lasting impression so that when they think of your particular product or service they think of you. Taglines are helpful because they help people remember your company name and purpose. Keep it simple with 3 or 4 words or less. Depending on your product, customers may only purchase once a year or in an emergency which may be weeks or months after your commercial airs. If your commercial and tagline duplicates the superior quality your product or service you are selling then the two will connect and you will gain a customer.

Why Call to Action?
The purpose of your video commercial is to get your audience to either purchase your product or service or to subscribe to your idea so telling people how to do this is obviously very important. Tell people exactly what you want them to do and where or what they can do.  This is where the magic happens. If you have made a connection, left a lasting impression and been clear in your communication then your audience will naturally listen and act. Be sure to include your logo, tagline, website address and where they can get your product or service.

Video commercials can be a lot of fun to work on especially if you have the right team around you. GREAT commercials will definitely give you the leg up on your competition so prepare accordingly. Do your homework and make a list of things you like, talk about what you would like to focus on, set goals, create a budget and look at your competitor’s commercials. Then, meet with several agencies or production firms to discuss your ideas before you make a decision and/or produce your commercial. Above all, have fun and make the commercial a reflection of your personality and your business values.

Good luck! I can’t wait to see your new spot.

Interested in video technology to showcase your commercial videos? Internet TV Channels are available at www.RightBrainMedia.com or by contacting us today at 407-909-9718. We work with several agencies and production companies that can assist you in the production of your commercial.

Written by: Erika Rossi-Raia, Right Brain Media