Have you ever seen someone on a TV commercial and said to
yourself, "Hey, I could do that"? Well, if what you saw
was a person doing a commercial for their own business, then maybe
you should do that.
Marketing pros tell us that when business owners can effectively
tell their own story, the consumer develops a personal connection
that frequently results in more sales. People like to do business
with people they know--even if only through television or
radio.
Just ask Sunny Kobe Cook, owner of Sleep Country USA, a 20-store
chain of mattress retailers. The Kent, Washington, entrepreneur has
been doing her own radio and TV commercials since 1991.
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"I started doing my own commercials for economic reasons--I
couldn't afford professional on-air talent," says Cook.
"It proved to be a wise decision. I'm recognized wherever
I go, and people feel like they know me--like I'm their
friend."
Starring in your own ads can add sincerity to your spots, create
recognition for your company and save you money. But before you
start, here are some things to consider:
1. Not everyone is cut out to be on camera or
radio. Some people have weak voices or don't photograph
well. Get a brutally honest assessment of how you look and sound
before you buy air time.
Ask people from your local TV or cable companies for feedback.
Set up a time to videotape yourself, and have the professionals
size up how well you did.
Most colleges and universities have speech or media departments
with instructors trained to help people get comfortable before an
audience. Take a class or get coaching from media consultants or
teachers.
Contact other entrepreneurs who have made their own commercials.
Ask how they got started and who helped them.
Although you have to look and sound presentable, don't feel
you have to come across as Hollywood slick. "It is more
important to be yourself and do the best you can," says Karen
Height, a producer with TCI Cablevision of Colorado Inc. in
Greeley, Colorado.
Beyond your appearance and voice, Cook notes, "[you'll
be] recognized everywhere--so if you're not prepared to
interact with people, whether at the grocery store or on an
airplane, don't do your own ads."
2. Expect to spend lots of time preparing.
You'll need copywriters and production people. Talk through
what it will take to film or record a spot for your company. Local
TV network or radio staffs, cable professionals and advertising
agencies can help you get started. Talk money upfront so you
won't get an unpleasant surprise later.
Provide as much information as possible for the people who will
produce the commercial. Make sure they know your main selling
points and who your customers are. Watch or listen to
competitors' ads, and try to be more creative. Invite
production people to visit your business--it can be a good source
of video ideas.
Get ad copy early so you have time to practice. Even if you feel
totally prepared, ask to have cue cards or a teleprompter available
for support.
3. Look good. When doing a TV commercial, dress
appropriately. If you're walking through a food production
line, a suit and tie won't look right. Conversely, if
you're promoting the conservative approach of your accounting
firm, a work shirt and jeans won't cut it. Get professional
help with hair and makeup.
4. Be knowledgeable. Although you have to trust
the professionals with the technical aspects, it helps to have a
basic knowledge of what makes a good commercial.
A successful commercial starts by grabbing attention and
creating visual or auditory impact. Beyond that, it generates
interest in your product or service.
Your commercial should spotlight something that sets you apart
from competitors. Finally, there should be a call to action,
motivating viewers or listeners to pick up the phone and order or
go to your business.
Keep the copy and the concept simple, and your ad will grab
viewers' attention, appeal to their needs, motivate them, and
connect with them on a personal level never before possible.
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