The CopyPros talk about Copywriting for Television Ads: From Attention to Action. Part 1

ROYAL PALM BEACH, Fla. - July 19, 2017 - PRLog -- Despite inroads made by a $77 billion social media advertising industry, good old fashioned television spots still account for another $75 billion, amounting to one-third of the total advertising expenditures.

Yet merely buying the advertising space is not enough to ensure your message will be effective. You need the right message to convey, convince and close. Placed at the right time, your spot will get noticed.

Forbes Magazine's Steve Olenski writes "What gets people coming back and becoming loyal customers is a) a quality product, service or ware and b) sold at a good price." While there is a famous success story for breaking every bit of the following advice, the reason they are famous is because they are rare. Convey value in your message by answering these questions and you are sure to succeed. Here's how…

1.     What do you offer that people want or need?

2.     Who are you talking to…?

3.     Where can you effectively find them?

4.     When will they be receptive to your message?

5.     Why should they get it from you?

6.     How should they respond?

What do you offer that people want or need?

Start with a situation analysis describing what you offer that people want or need. This includes what sets you apart from the competition, distinctive characteristics and the truly unique selling point, as well as positioning and branding statements. Review your other advertising, collateral and promotional materials and make a list of mandatory information that must be included in each ad.

Who are you talking to?

Describe both the demographics and psychographics of the audience's wants or needs that you plan to fulfill. Remember that your target audience and your target market may be different. Decision influencers should also be considered.

Where can you effectively find them?

There are a number of different television stations and programs that will appeal to your audience. You should determine which programs are the right fit for the message you will convey and the audience you want to reach.

When will they be receptive to your message?

Consider the time of day that you want to reach your audience. Witty beer commercials don't usually sponsor Good Morning America. After you find a home for your TV spots, repetition is the key to your successful television campaign.

Why should they get it from you?

When you have done all these steps, you are ready to get started writing your spot. Now it is like you are on an elevator with a prospect and you can tell them your story, but with television they are riding only as far as the second floor and they are texting on their phone at the same time. You have to cut through the clutter and grab their attention quickly. Build interest with facts about the features and benefits you offer that fulfill their needs and desires.

In our next issue we will look at step six, where we get our audience to respond. For more great articles like this and for membership information visit the blog: Quill Tips of The American Society of Professional Copywriters: The CopyPros, at http://www.TheCopyPros.org