Your customers and prospects aren't waiting to see or read your ad. They're waiting for the television or radio program. Or to get to the next page of their magazine or newspaper. Or to find out some information on a web site. So the key goal of any ad is deceptively simple: Get noticed.
After your ad gets noticed, it better damn well give your customers or prospects something they can use, even if it's a particular emotion about you and what you're selling.
And while you're at it, the ad better make them like you, even if you're piling on the opposition product or service or advocacy stance.
If you hire a spokesperson, make sure he or she fits your product or service. Catherine Deneuve sold millions of gallons of Chanel No. 5 (See #27 in "Drew Babb's 100 Greatest TV Spots of All Time"). But she was a dud when she tried to sell Mercury automobiles. She was glorious. But she didn't fit.
Speaking of branding a commercial, I'm very old school. I insist on having customers and prospects see and hear my clients' name. Nothing infuriates me more than a spot with a silent logo at the end.
I believe your ads and campaigns should share a single, powerful vision. As somebody smart once asked, "Look at the parks and public squares of this nation. Ever seen a statue to a committee?
Finally, if you want to get noticed, be liked, be remembered and sell your product or point of view, I believe you ought to talk to me.
