Yes, viewers and potential customers watch TV all the time. No, they don’t give their 100% attention.
It’s a well-known fact that for an average audience, they only watch TV because of a specific TV show or catch-up on breaking news and latest happenings. For some, they turn on their television sets to keep them company.
Commercial breaks, on the other hand, is another story. It’s the only time for them to run back to their errands or to switch to other channels to see what else is on. Since it’s a little challenging to get the viewers’ attention during breaks, you need to make sure that your advertisement must be attention-grabbing, clear, direct, selling message.
Unlike other TV commercials concentrating on branding or creating an image, a direct TV commercial seeks to generate action from its audience. Decide what you want your viewers to do and focus the entire script in provoking that action. That’s our goal.
While there is no concrete formula in creating a DRTV commercial spot, there are some pointers that you need to remember to generate orders from your audience. Read up and get started.
Get your viewer’s attention
Research shows that the first 5 seconds are the most crucial moments of your ad. Don’t go saving your punches because the first 5 seconds of the airing is the highest you can get. If you can’t make it in, then you haven’t punched too hard. Break through the fog and grab the viewer!
Present the problem right away
Even a 2-minute ad can pass by so quickly; no more time for dilly-dallying. One of the best ways to get your customer’s attention is by presenting the problem right away. Showing them an old way of doing something is the oldest trick in the book; and, it always works! Universally experienced problems are the best; the more common and troublesome, the better.
Give them the solution
Now that you’ve presented the problem, show how your product and services is the solution! Show before and after; show results; show benefits. An immediate, simple demonstration that will dramatize everything will earn you their trust and attention.
Make and guarantee your offer
Give the price, clear ordering instruction, and call to action. You can add extra incentives such as premiums to increase the offer’s value and make it irresistible. If you want a phone order, push your toll-free number hard. Say it often as possible so that they can embed it in their memory and write it down. If you’re driving traffic to your store or website, specify the location or your web address.Since you’ve provided them an offer, keep in mind that there will be some doubts on the customer’s end. Putting an unconditional money-back guarantee on your offer will lower doubts, or totally remove doubts at the moment of decision.
Don’t forget to add an urgent call to action
Most direct response TV commercial spots work because of impulse. Showing a sense urgency in your DRTV commercial will make your product seem important. Ending your commercial with “Buy Now,” “Call Now,” or “Hurry” will likely make your customers do something after watching the commercial, rather than not showing anything at all!
These tips may seem pretty basic, but following them never hurt anyone. Besides, they’re proven effective by a lot of successful commercials who has graced TV screens over the years. It is always best to reply on the expertise of a professional, experience tv commercial production company.