All 3 factors must be in place for your advert to work.

 

1./ An Interesting Offer
The more new, unique, unusual or different your offer is, the better. It should be something that sets it apart in its sector or compel someone to want to learn more.
It is always a good idea, irrespective of budget, to keep your offer focused around a single idea.
Television viewers are not interested in your company or your pedigree - that will come later. Right now, at the point of seeing your advertisement, they are only interested in themselves and what your product can do for them.
This is a factor that will soon strike you with television advertising - the immediacy of it.
If you're advertising golf balls - lo and behold the person who responds to your advert was just thinking of buying a new set of golf balls when they saw you.
If you're selling wigs - they were just about to buy a new wig when they saw your advert.
That's how it goes. Almost nobody responds to a tv advert with a view to doing something about it in six months time.
Because of the immediacy of television advertising, general adverts about who you are and what you do, how great you are, how your grandfather started the business and all that nonsense - all such back clapping is useless.
You have to hit home with something special, unique or different and then with the call to action - make it immediate.
 
Here are some examples that set out the difference between bad television advertising technigue and good television technique ...
(It's worth noting as you read these examples that they should be read by professional actors or actresses who have the ability to make tongue-twisters sound normal - where most of us would struggle.)
Instead of saying, "We're a pine furniture store in town and we have lots of pine furniture for you to choose from....
Try. "We're the leading Pine specialists in town and this weekend for one weekend only we're offering fantastic offers on all furniture. So get down to the Pine store this weekend...
Anyone thinking about Furniture will take note instinctively.
In a few short words, you've established who you are and what you do - but more importantly you've gone straight into - 'Fantastic offers' examples of which should now be shown in the advert.
 
Here are two other examples in different businesses.
Don't say - We're a recruitment consultancy based in London and we're looking for specialists in the field of accountancy who'd like to work in high powered environments...' yawn
Instead try, 'We're recruiting high flyers for the City right now. High salaries, high power and high rise for true accountancy professionals. Do your figures add up? If they do call xxx right now to get your name on the shortlist...'
- Gettit?
Believe me this advert will have otherwise dreary accountants ringing up saying 'Hello, I'd like to get my name on the shortlist please...
Example 3
Don't say - 'We at Brooms Motorfactors have been selling car parts in Stockton Langley for twenty years and we'd like to introduce you to the NEW Car Looks Good Hamper to make your car look good...yawn'
Instead try - 'Buff up your car with the Car Looks Good Hamper - a choice selection of the finest polishes and finishes packaged for you by Brooms of Stockton Langley. 20 years of making cars look good - and the men who drive them.
So call xxx for your Hamper while stocks last...and make your car look good...
Again, the offer is unique and it's only 'while stocks last'
Subliminally, this offer will also make the buyer look good...or at least that's the implication.
Having established the offer, the second part of your advertisement should take it into overdrive.

The CALL TO ACTION.
All adverts, whether on paper, the Internet or Television, that haven't got a call to action - are a WASTE OF MONEY.