TV Advertising
What are the key messages / selling points?
The challenge for this type of TV advert is to find the selling hooks that will make people positively respond. If all you want to do is get them to pick up a phone to a call centre or go online to find out more, there’s no point in filling the ad with unnecessary detail.
The audience just want to know that there is a “solution” to some shortcoming in their lives that can be met by getting on the phone, on the Net or going out and buying the product or service.
Usually, less is more! Making too many points or giving out too much information can more often confuse or simply “suffocate” the audience.
Remember, if the audience hasn’t digested the key information (in particular, how to buy the product or service), then there’s little point of having it at all.
Try and condense what you want to say into a maximum of 3 key and simple messages.