Performance TV. Pro Tips. (Part 1)
Direct response advertising is a business of continuing education. With every new project and every creative execution, year after year, we see what wins. We also see what falls short. And along the way, we take note and learn from it all.
We identify what tactics best drive action. We recognize when ideas or approaches don’t go far enough to engage viewers. We see how the message, and the way it is structured, affects how people react. And we certainly understand that when generating a response, there are many paths to success. Winning ads come in all shapes, sizes and flavors. However, there are common elements you’ll likely find in each.
To help shed some light on our world, we’re putting together a series of articles offering “Helpful Tips for Performance TV.” This article is focused on Creative.
HOW TO bring emotion into your sell
Emotion is an essential part of any purchase. No matter how rational a thinker you may be, your heart always plays a role in any decision. With that said, the key to adding emotion into a direct-response ad is balance. If your story is all heart and no head, it will leave too many unknowns for the viewer.
The amount of emotion or feeling you put into a spot should vary depending on your product. At the minimal level, you can create the feeling you want through your choice of words and their tone. And don’t ever short-change your music and voiceover selections. They may play supporting roles, but can really make a meaningful difference.
HOW TO use humor to generate response
Humor can be a terrific device to engage your viewer. In most instances, humor is a wonderfully friendly and welcoming thing. If you’re a salesperson and your customer is smiling or laughing, that’s a win for you.
Now, when employing humor in a response-driven ad, you need to be mindful of the type of funny that you choose. Certain brands of comedy won’t help your objective. In fact, they’ll fight it. If you’re being funny simply for the sake of funny, you may get a laugh, but not a response. Your humor should advance your overall message. It should support your product and the reasons to purchase. Humor in which the viewer can relate is a good place to play in. Using humor as a way to amplify or exaggerate your product story can work really well, too. And of course, adding a light-hearted smile or a clever thought into your spot can really do wonders for how consumers will perceive your brand and feel about taking a next step.
HOW TO make an impact with your CTA
One of the most common missteps in a response ad is a poorly executed Call-To-Action (CTA). Think about it. You’ve engaged the viewer. You’ve wowed them with your message. They’re interested. Yet, without clear guidance on what to do next, you risk losing them. Without a compelling reason to act now, you risk losing them. With the wrong tone or a pushy invitation, you risk losing them.
To help drive action, be sure to give the viewer an unambiguous next step. Consider adding a sweetener, or offer, to prevent procrastination. And be nice and inviting about it. Also, it goes without saying: display your CTA on the screen. Make it easy for the viewer to know exactly where you want them to go.
Hopefully these tips provide some insight into the world of response. It’s not always a slam dunk over here. However, when you take your experiences (both good and bad) and learn from them, your chance of success is significantly increased.
For more on our creative approach, take a look at our reel or learn about Storyselling.