You’re about to meet your ideal customer and you only have 30 seconds to tell them everything about your business.  What do you say?  Do you start by telling them how you’re family owned?  

Maybe give them your phone number?  Is it a good idea to blurt out the name of your business?  Should you just tell them a joke and ask them to like you on Facebook?

This is the challenge faced by advertising copywriters every day.

On one hand, writing relevant copy is an arduous task that requires a tremendous amount of work and research.  On the other hand, the framework is repeatable and predictable.

Here is a basic and repeatable process for writing relevant copy each and every time you attempt it:

  1. Identify the goal of the commercial.  There should be one goal, one call to action.  Is it to generate leads?  Is it to inform?  Should your message generate a phone call?  A purchase? A store visit?  A website visit?  A Facebook like?  Perhaps you simply want the prospect to be more aware of your brand.  While it’s impossible to measure the results of brand awareness advertising, those with the deepest advertising pockets do this type of advertising all the time.
  2.  Identify the target audience.  In my article The Secrets To Human Behavior, I begin discussing the process of building an avatar.  An avatar is a probable purchaser.  In the case of writing a commercial message, you will be trying to create a clear picture of who will you be talking to.  The words you use and manner of speaking will be completely different if you are talking to C-level executives about HR services than if you are talking to bodybuilders about protein powders or supplements.
  3.  Identify one thing that makes your offering different.  Sure, there are many things that separate your business from other businesses.  List them and write a message for each unique offering, one Unique Selling Point (USP) per commercial message.  If you’re struggling to identify your USP, simply ask yourself why your prospect should engage your business rather than your direct competitor.
  4.  Can you offer proof that your prospect will benefit by engaging with your business?  Perhaps a testimonial can be included.
  5.  What objection will the prospect have to respond to the call to action?  Can the objection be overcome in advance?  Don’t ignore the elephant in the room.
  6.  Can you include an irresistible offer in your message?  Keep your target audience in mind.  What is irresistible to one person or group may be a waste of time to another.  For example, a completely free pedicure has almost no appeal to me, but a free silk tie with the purchase of a dress shirt might give me a reason to respond.

When you take the time to examine the answers to these questions as you begin to write any commercial message the resulting commercial will be more relevant and more clear…

The title of this article encourages you to seize your 30-second opportunity. Recognize that every script you write is an opportunity to talk to your ideal customer.  Every word is valuable.  Don’t waste them.