Hard-sell Commercials vs. Identity CommercialsWritten by Kahlia Hannah
There is a man who owns a locally based chain of used computer stores in city where I live. It is my personal opinion that he should be presented with an award for producing most annoying television commercials in history. That award probably wouldn’t mean much to him, as he is now a rich man who couldn’t care less if his commercials are ridiculous. After all, those commercials made him rich man he is today.This man I speak of was a pioneer in world of hard-sell commercials. His commercials were tacky, irritating, obvious and brass. They were also fact-based, convincing, high-energy and memorable. Your hard-sell commercial does not need to encompass entire range of adjectives I used to describe those particular hard-sell commercials. The hard-sell commercial has a few common identifying traits that have nothing to do with being annoying. * They often include prices. * They show as much merchandise as possible. * They often tell of a promotional offer or sale. * The company or product name is usually on screen through entire commercial. These four traits are common for one reason; they increase sales. This is why: * The advertiser should include price if it is exceptionally low. Low priced items get customers off couch and into store. * Show potential customers some merchandise and they will often see something they want. You will also give people a sense of how much selection you offer. * Using promotional advertising creates a sense of urgency. People will have to buy your product within allotted amount of time. * If you keep your name on screen during entire commercial, people will see name even if they mute their television during commercials. They also become familiar with font, logo and color scheme you use, and will recognize it when they see it again.
| | A Great Press Release Can Really Get Your Business NoticedWritten by Alvin Apple
Getting a new business off ground is a daunting prospect. There are so many things to consider: office space, equipment, personnel, and all important advertising. Money is always tight in beginning, and quite often by time that last dollar is spent getting things up and running, advertising budget just isn't there. Not to worry. There are many great ways of getting word out about your business without spending a fortune. In particular, press releases have long been an effective way of letting public know that your business exists.Now a press release is not an ad, and any press release structured like an ad will be deleted in a second. The job of a press release is simply to alert media to something newsworthy about your business. It's a bit like fishing. Whether or not editor takes your bait depends on how you present your business, or even what kind of day editor is having. In end, it is entirely up to individual editors whether or not they use your story. When writing your press release, make it sound newsy. Don't start off with sales language. You can save blatant commercial stuff for end of release. Choose something interesting about your business and create a headline. "New Innovations in Gardening Produce Beautiful Crop of Strawberries," is much more likely to be read than, "Johnson's Nursery Grand Opening Special: 50% off on Strawberries." Get picture? After you've got a great headline, fill out your story with interesting facts about your business. Give a brief history of what led you to what you're doing now. Mention how needs of market are changing and how your business is a result of those changes. Try using quotes. Whatever you do, make it interesting, and stay away from blatant sales language or specific offers.
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