Conveniently Located?

Happy Thursday Creative Types!

I write dozens of scripts each month and I would like to say I have learned a few things along the way.  For a script to be effective it must generate a positive consumer reaction,meaning the listener or viewer must have received information that they find compelling enough to react to the advertising message.

Top 3 things that are not compelling:

1) Conveniently Located.  Really….yours or theirs?

2) Family owned and operated.  Nice quality but is this a value proposition?

3) Bonded and insured.   Okay…pay your premiums and you too can be bonded and insured.

Three things I like to understand about an advertiser before I write their script…..I like to call this the BIG 3.

1) What is their personality? Do they claim to be upbeat and personable yet when you visit their store it is dreary and the employees are rude? Understanding the business, how it operates and most of all the consumer experience will give you valuable intel.

2) What is their message? This is subjective but make sure they have something to say worthwhile.  If they are planning on offering a 5% discount to the 100th customer you should probably advise them to save their money.

3) How will they measure their results? Expectations, expectations, expectations (say it with a Gomer Pyle voice it’s much more effective).  Whenever I hear “I tried TV or I tried Radio and it didn’t work I know for sure that somebody didn’t set EXPECTATIONS! TV and Radio do work when used properly.

LAST BUT CERTAINLY NOT LEAST.   Find out what your client is doing with the rest of their marketing.  Try to create synergy.  If you have several advertising mediums all singing the same tune then your client will see results!

Keep these things in mind and you will find that writing creative and effective scripts is not only doable but it is easy.

Tomorrow I want to address the concept of active and passive consumerism.  Not sure I know what that means but we’ll take a whack at it.

Until then.

~The Head Who~