I was going to write a nice article about how to write a nice commercial that will produce nice results for your nice client. But, I was distracted by a nice cup of coffee.
So instead I set aside my extra large, steaming hot, foamy, almond milk latte in its rustic ceramic mug and decided to write a thoughtful article that will give you actionable insight on how to write descriptive copy for commercials that will help you paint more vivid mental pictures and therefore generate genuine interest and curiosity from qualified prospects about your client’s business.
You may have already guessed that the word to never use in your commercial copy is:
What is nice?
If you’re tempted to describe something as nice, ask yourself, “What makes it nice?”
There is always a better word or phrase to use other than nice. Nice means nothing. It’s your responsibility to use words that paint pictures sell. The column on the right evokes emotion. My wife, who doesn’t like eggs benedict, proofread this and said that her mouth began watering when reading this description. Does the listener’s mouth start watering when they hear your copy? It should.
Can you just use synonym for nice? Sometimes. Is a “pleasant view” a better description than a “nice view?” Barely. Is there emotion in the description? Does it make you long to see the view? What would you give up to see a “pleasant view?” Compare that to this description:
Is there emotion in that description? What would you give up to experience it? Does it create a desire inside you that is palpable?
I am challenging you to be thoughtful and imaginative when writing copy. It will become easier as you experiment with it. You will begin to see opportunities to be more descriptive in everyday conversations as well as writing copy that conveys emotion. If you’re not already a wordsmith, use Google, use a thesaurus, ask a friend, talk to your peers, ask your Facebook friends, send me an email for suggestions.
As Maya Angelou said, “People will remember how you made them feel.”
So, get out there and make them feel.
(Editor’s note: he didn’t put aside his delicious latte to write this, he just drank it more slowly.)
Glen Pavlovich, the founder of Pavlovich Marketing began his career in advertising and marketing in 1989 when he began a career in radio. Immediately his study of markets, messages, audience building and the full marketing arsenal began.
For the last 28 years he has continued to help multiple businesses with their advertising campaigns, websites, e-commerce and business management, all the while learning about new marketing vehicles, trends, target audiences and message crafting.
In 2008 Glen opened Commercials By The Dozen providing commercial production to radio stations and video production agencies. Putting his marketing knowledge to work, this company maintains a generous stable of ongoing clients and continues to thrive.
Now with the full team of web developers, writers, graphic artists, SEO specialists and mobile app developers Pavlovich Marketing serves businesses of all sizes with all aspects of customer engagement.
Glen and the rest of the team at Pavlovich Marketing are ready to help you achieve your goals.
Whether it’s perfecting your message or attracting new clients and customers, Pavlovich Marketing will identify the trends, target the audiences and craft the messages to make your business excel.
Call or contact us today to get started.