RECESSION PROOF.. ADVERTISING

I voice a ton of commercials written by others and it just kills me to see clients being ripped off. For those of you who write the odd commercial, you’ve got to be rubbing your head these days. Your hearing the same thing from clients, “I’m going to cut back on my advertising”, “It’s not working for me”. I would hazard to guess that you’re writing the wrong type of ads. Ads that worked for your client 1 year ago won’t work in these times.
Folks today are buying with their head and not their heart. You can’t scream Sale, Sale, anymore. Trying to install a sense of “feeling” and talking to the right “intuitive” side of the brain won’t work. In these times buyers have switched to the “Thinking” side of the brain. So you have to give them clarity and direct information. Yes back to common sense and nothing but basic information will work in this economy, “touchy feely” is out.
If you’re a client, look for more bang for the buck. If an agency tells you that it’s going to take them a week to write a spot...you are being ripped off. Give them a deadline. Of course if you keep running back to them with changes, it will take that long. Remember, it’s tempting to put everything you do in one commercial...resist this NOW. Put one idea or thing in one commercial. This will not confuse the listener. In Radio at least and to some extent in Television, if you think you must advertise everything you do, get more than 1 ad done up and run them on a rotating basis. We offer 3 ad’s for the price of 2 and this way your potential customer won’t get bored with hearing or watching the same ad all the time. If you have any questions about this I’d be glad to talk to you further about your next successful ad campaign.
Bryan Cox
bigbry@sasktel.net


Find more demos like this on voiceover universe presents...