Making a Commercial: Top Secrets You'll Wish You Knew Sooner

Chris Lambert

Chris Lambert About The Author

Apr 15, 2021 10:04:00 AM


Making a Commercial: Top Secrets You'll Wish You Knew Sooner

A well-produced TV commercial can make an impact and resonate with audiences. Regardless of the budget you're working with, you can still produce an ad that works for your business. The key is knowing how to create a commercial that connects with audiences and stays in their minds. There are specific effective techniques that you can use to help write, shoot, and launch successful TV commercials.

When making a TV commercial, tips to follow to help guarantee success include:

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Shorter Commercials Are Best, But Longer Has Its Place

One of the most important aspects of a commercial to consider is its length. Your commercials should play long enough to introduce people to your brand while remaining relatively brief and concise. Generally, 30 seconds is the optimal time for commercials, but longer commercials often generate more immediate responses. This makes shorter commercials more ideal for increasing brand awareness, while longer commercials or infomercials are better for selling specific offerings.

Ultimately, unless you want to sell products directly, shorter commercials are better. Before creating a TV commercial, consider how long it should be based on your goal.

Simple Is Very Effective

Screen Shot 2021-04-13 at 10.00.33 AMYour commercials should not only be short in most cases, but they should also be simple. Complex ads aren't always the best to create, as they could overload audiences with information and make your commercials less memorable. Even an ad that simply talks about a business can significantly impact and establish a strong connection with audiences.

In keeping your commercials simple but effective, take advantage of TV as a visual medium. For instance, you can show your store’s images, products, or your services results. In turn, you'll be able to cost-effectively use this medium and see what kind of ROI you can get from TV advertising. The more concisely and appealingly you present information about your business, the more impact your commercials will have.

Speaking to Your Audience Gets the Best Results

It's impossible to put your entire brand into one commercial that connects with every audience. This is why it's essential to narrow your message to your target audience if you want to get the best returns. When creating your first commercial, you might be tempted to broaden your appeal to everyone, but this is largely ineffective. Try to gain a deep understanding of your target audience, including specific segments, and tailor your messaging and creative elements to speak to them.

As you develop your commercial, it's also essential to keep in mind that your ad campaigns build on each other. Your commercials are merely a part of a larger overarching strategy, so keep that in mind as you plan. When combined with other ads, your commercials will contribute to a complete picture of your brand among audiences. As a result, prospective customers will come to understand your business more and more until they're ready to become customers.

Clarity Is Your Secret Weapon

Screen Shot 2021-04-13 at 10.00.44 AMEvery commercial you create should have a clear goal behind it. With a specific purpose behind each ad, they'll help you achieve your bigger marketing goals. Having objectives in place can also make sure you represent your business more clearly, creating a more memorable experience.

Furthermore, you can include a specific call-to-action that encourages a direct customer response based on your set goals. One way to make your calls-to-action easier to remember and drive responses is to create a memorable jingle or tagline. For example, when introducing people to your brand with the primary goal of boosting awareness, create a slogan that people can easily associate with you. If your goal is to encourage more people to reach out to you, turn your phone number into a short, catchy tune, if possible. If people can recall you long after seeing your ads at the right time, you may be the business they turn to as soon as they need you.

Feel free to get as creative as you can while retaining clarity in your ads, as this can help you stand out in your industry with your messaging. Otherwise, you may wind up lost in a sea of competitors.

Create Successful TV Commercials with the Right Strategy

With these secrets in mind, you'll have the chance to create high-quality commercials that build a lasting relationship with audiences. TV remains among the best media to connect with people of all demographics, with a broad reach and significant impact. 

If you want to connect with older audiences, they spend up to five to six hours watching TV per day, while connected TV ads through streaming services can reach younger audiences. If you're not taking advantage of TV with commercials, you're missing out on a potentially invaluable asset to your marketing strategies. Regardless of your budget or what you would like to achieve with your commercials, start investing in them as soon as possible to begin seeing the results you want.

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Topics: TV Advertising