Includes a Sample Commercial

When we think of PowerPoint we think of business meetings where a boring succession of facts are presented in a mind numbing succession.

PowerPoint Presentations deliver sales messages in retail stores, doctor's offices, business offices, fund raising events, anywhere people wait.

PowerPoint now allows audio messages.

PowerPoint can be set up in movie format.

Customers are pre conditioned to watch commercials

The message is passively reinforced while the customer shops

The PowerPoint Presentation can be mobile

The commercial can be changed without breaking your budget

The cost is low

A television

A cheap computer tower

Cables

PowerPoint

Power

A commercial playing on a television screen is far more effective than having a clerk ?intrude? into the customer's privacy to ask ?May I help you??

How to Create a Commercial

1. Start with a Bang!

Don't start by telling the people things they already know. Don't introduce yourself.

Do catch the audience's attention with

a random idea

suggest a benefits

2. Tell a story

Television commercials are written in story format, because stories keep people's attention.

Write the story first, then work the commercial into it

People remember messages given in sequence.

It is easy to incorporate the rule of three

3. Use Suspense not Mystery

Introduce characters

Make them people the audience will care about

Introduce a problem,

This should be something pulled from the daily headlines

Introduce a solution.

Do not keep the solution a secret from the audience. Everyone but the main characters should be able to guess the solution.

4. They are not interested in YOUR solutions but THEIR WANTS

Focus on the client ? not your company's great reputation

Focus on the client ? not how you excel over the competition

Focus on the client ? not why they should stay at your store

Make them feel the pain of their problem ? then offer a solution

Why did your clients chose you?

5. Risk Sales

If there is no risk to purchasing then there is no reason to say ?I'll think about it.?

Introduce the risks involved with not taking action

Use the commercial to remove the customer's fear of change

6. Get Personal

Give testimonials

Ask for feedback

Build the Customer's Expectations

This is the second stage of Risk Reduction

7. Wrap up with a Twist

Be inventive

Be amazing

8. Product

Know your product.

Your company may sell suits, but the product the customer is looking for might be

Image

Prestige

Economy

Success

Comfort

Status Symbol

____(a)____ is the customer's reason for buying a ____(b)______. The commercial should focus on (b) not (a).

Nokia, Harley Davidson,

Elements of a Good Commercial

80% images 20% words

Repeat the message 3 times

Elements of a Good Commercial

Do not use the commercial to tell the customer facts that are in your brochure

?We were established in 1996?

?We served over 2500 happy customers.?

?We offer personal attention and a money back guarantee.?

Do not use the commercial to preach

?Did you know that most childhood illness can be eliminated by a change in diet??

?A routine engine tune up can reduce gas consumption.?

Do not use the commercial to ask for a sale

?Ask our representative how we can save you money.?

?Ask about our lay away plan?

?Don't wait until it is too late to . . .?