Making Better TV Commercials

By Michael Keesee, Wizard of Ads Partner

Here's a secret from the best producers of television advertising: write the words first. Then match the visuals to reinforce your message.

I can prove it. Turn off the sound and see which ads make sense. Then turn the sound up and try it again without looking at the screen. Most of the time the audio alone can carry the message. Most of the time the picture alone can't.

Many will claim television's power is in its pictures. They're wrong. Television's power is in it's ability to demonstrate.

Show the six-year-old making toaster waffles, or the clean dishes coming out of the dishwasher. Show how easy the prepackaged skillet breakfast is to prepare, or how even your arthritic Grandmother can open jars with the new cap snaffler.

Show people using your product or service and having great results, but match that picture to the selling message your words have already created. If your words alone don't carry the message, better rewrite until it does.