A successful commercial, whether written for TV, radio, the Internet or print media, must cause or inspire the viewer, hearer or reader to do something. If the consumer does not act upon the message, generating a positive result for the advertiser, it doesn’t matter how creative, funny or fact-filled the message is: it has failed.

Too many ads shoot to tickle your funny-bone. The ad makes you laugh, but five minutes after the ad has aired you don’t remember the product. Other failed ads are informational and fact-filled pieces that fail to inspire, or worse yet, half of the commercial is a legal disclaimer, meant to satisfy the advertiser’s attorney. Uninspired, boring commercials won’t move the meter, either.

To write a successful commercial, you must first start with who is your customer. Put yourself in the customer’s shoes, and think about the percieved needs, wants or fears of that person, and how your product or service can address the the user’s desire at their most basic level. Why should this person want or need my product or service?

It is a colossal mistake to think that everyone on the planet will want or need your product. With the exception of toilet paper, there are very few products that every single person on the planet must have. Be realistic! Know who needs what you have to sell and market to them aggressively.

What problem does your product or service solve? If you can articulate that message in one sentence, you are halfway home already! Once you have identified how your product or service can change the life of the customer, write a “hook” for your script that addresses their need, want or fear.

The remainder of the ad supports your “hook” and will fall into place as you describe the benefits of your product or service. Each ad must have a strong “call to action”. This is the point in the ad where you tell the customer where or how to get the product or service you are offering. It is important that you only direct your customer to do ONE thing, such as, “Call this number.”, “Go online to this website.” or “Visit one of our 10 locations.”

A final note: Stay away from tired cliche lines, such as: “Conveniently located.” or “Our people make the difference!” Today’s saavy consumer will only think your ad is cheesy or lame. Be original.