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How to Write Captivating Commercials and Promos

with Melissa Cassera

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  •   01 Class Introduction

    07:39

Class duration: 1h 41m

See all 11 lessons
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About The Class

Create Ads That Look Madison Avenue but Are Really DIY

Commercials, teasers and promos are a great way to publicize your business. But taking on the task of creating advertising that looks professional and grabs people’s attention can be intimidating. The last thing you want to do is put out ads that are amateurish or tacky.

The good news is you don’t have to hire an expensive agency to create compelling commercials. This class will walk you through all the steps of how to do it yourself, from coming up with a clever concept to producing your ad on a tight budget.

As a brand and marketing consultant for businesses and a successful writer for movies and TV, instructor Melissa Cassera will show you how to use screenwriting tools and techniques to develop dynamic, award-worthy promos that drive sales and win clients.

In this class, you’ll learn how to:

  • Understand visual engagement and why it’s important to show, not tell.
  • Create an effective hook so your audience will pay attention and remember your ad.
  • Add emotion to your commercial so it stands out from the rest.
  • Develop a commercial brief.
  • Avoid using clichés and go for the unexpected instead.
  • Strike the right balance between entertainment and sales pitch.
  • Write an awesome tagline.
  • Master the art of the tease to add an air of mystery without being confusing.
  • Incorporate audience involvement to increase engagement.

Topics Covered


Lesson Plan

  1. 01

    Class Introduction

    07:39
  2. 02

    Creating Your Promo Brief

    28:58
  3. 03

    Create an Unexpected Promo Concept

    05:59
  4. 04

    Strike a Balance Between Entertainment & Sales

    10:55
  5. 05

    Hook Your Audience

    05:58
  6. 06

    Strategies for “Showing” Instead of “Telling”

    04:08
  7. 07

    The Commercial Script

    11:36
  8. 08

    Mastering the Art of the “Tease”

    03:29
  9. 09

    Incorporate Audience Involvement Into Your Promos

    04:40
  10. 10

    Test Your Promos with Table Reads

    04:50
  11. 11

    Self-Produce vs. Outsource

    12:48

Meet Your Expert

Melissa Cassera

Melissa Cassera is an award-winning Business Strategist and Professional Screenwriter. She teaches entrepreneurs how to build an audience that is 100% obsessed with their work, while making every step feel like a total guilty pleasure. ... read more

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Bonus Material

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  • pdf Melissa Cassera - Creative Brief Outline

0% of students recommend this class.
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  • user e3c662

    May 2018

    just skip it

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