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The Explosive Power of Spots

The Power of Commercials

Madison Avenue advertising agencies spend billions each year on producing and broadcasting spots, and the fact is, in our society, some commercials have been elevated to the status of cultural icons. Why? Five important reasons:

1. The Power of Focus- Commercials focus millions of people's attention for 30 to 60 seconds. With arresting visuals, powerful music, and creative style, they can make a strong impression by hitting hard and making an impact. That's why advertisers are willing to pay $2.2 million per 30 second spot for the Super Bowl - because that 30 seconds of focus can dramatically change behavior.

2. Flexibility- You can place them in a greater variety of time slots. 30 minute programs are harder to place, but spots can be dropped anywhere. Experiment for maximum effect with your spots, and try to reach different audiences at different time periods.

3. Expense- Spots are much less expensive than producing and broadcasting full length programs. So before you try a 30 minute "infomercial" style program, experiment with a 30 or 60 second spot first.

4. High Production Value- The shorter length allows for concentrated creativity and quality. In the spot world, every second counts, so directors try to make each shot more powerful than he could in a full length program.

5. Cultural Impact- Commercials are a part of the fabric of our culture. Spots are celebrated, honored, and have become cultural icons. In fact, the Museum of Modern Art in New York City has a permanent collection of each year's best commercials. This is a modern marketplace of ideas where people discuss, debate, and mix it up. Highly creative spots are often the number one water cooler conversation subject in offices across in America.

Secrets of a Good Commercial

The next time you produce a spot, work on these seven "commandments":

1. Make sure it is believable and compelling. The spot should sell, but it should sell with truth and honesty.

2. Entertainment is good, but make sure it's more motivational than entertaining. Entertainment is important and often causes people to recall the spot, but is a secondary goal.

3. Describe the competitive advantage. Don't leave your audience confused about what the product offers.

4. Create strong visuals. On TV, visuals are far more important than sound. In fact, some researchers report that up to 85% of the message is visual, rather than aural.

5. Create high production value. Nobody overtly pays attention to production values, unless they stink.

6. Create a desire. At the end, no one should care about the TV spot; but they should want the product.

7. Focus on advancing the sale, not being "cute". Think product and benefit.

Effective commercials can create awareness, a higher profile, and powerful impact. Explore the possibilities that explosive spots can give your church, ministry, or organization.