How to Write Captivating Commercials and Promos

Lesson 5/11 - Hook Your Audience


How to Write Captivating Commercials and Promos


Lesson Info

Hook Your Audience

So, let's talk about writing a commercial tagline that hooks your audience. So, taglines hook your audience and they make them crave more. Yay! We all want that, right? We want them to crave our offers. So, a couple of tagline musts. So, clear always beats clever. I can't tell you how many folks will write these taglines that are so freaking complex, no one even knows what they're talking about. Or they will sit on their tagline and never come up with one because it feels like I want it to sound better. It needs to sound better. And at the end of the day, it really kinda doesn't. It just needs to be clear. So don't ever try to be so fancy with your wording that it's actually taking away the clarity of what you're selling and what you're doing. So, also realize your tagline is a teaser to your offer. So, a tagline is not gonna sell, like it's not like I read your tagline and I'm buying. There's not that direct pathway. So, also a reason not to get hung up on your tagline because it's no...

t the endgame. It's not like they're gonna read that and check out or buy, right? Nope, this is just a teaser. It's just a teaser. All you want them to do is keep engaging, keep reading, keep learning more. Have a conversation with you, whatever that next step is. That's all you need from this. And I find simple and straight forward works best for small business. Established brands can be way more esoteric for taglines. So, if you think of some big brand taglines, we all will have them popping in our mind. A lot of times they're not so straight forward. If you didn't know that global brand, you would have no idea what that tagline meant. Fine, but we all know those global brands. They spend billions so that we do. As small business owners, we are not spending billions of dollars so we can't afford to have those Nike-esque taglines. Nobody's gonna know what the heck that means. So, we just have to be more straight forward. So, remember, just clear always beats clever. And then also try to highlight the main benefit of your offer in your tagline. So, what is the benefit? What are people taking away from this? That's really important for your tagline. And here's a couple of quickie examples. So, this is my lovely client, Shelley Cohen. She is a stylist. And she was promoting a five day class, which was basically about making over your morning. And she just used take your mornings from frazzled to fabulous. Simple. Everybody knows what the heck that is. There's nothing about that that you'd be like, I'm really confused (laughs) what that means, right, clear as day. So, super, super, super easy. I also like what she uses in her image, read this if you hate mornings, because that's really great. Her people, her ideal clients say that all the time. So, it's a great little even teaser leading into her taglines. That was kinda genius to do both. But just see how simple that is. She didn't try to get fancy. Read this if you hate mornings. It can't get any simpler than that. So, here are a couple of things that you can think about when you're writing taglines. Here's a couple of fill in the blanks, if you will. So, you can talk about, you're going to take somebody from this space to this space. I'm gonna take you from frazzled to fabulous. That's just like Shelley's example. So, if that's what you do, you take somebody from pain to pain free in Nikki's example. So, again, keep it freaking simple, as simple as possible. I can teach you how to boom! How easy is that? And you just plug in. If you're a teacher or an author, someone that educates other people, and your offer is around that, you have a class or a book or a workshop, perfect. This is the easiest tagline you can possibly have. There's no excuses. You can also just plug in whatever your offer is, you know, maybe class or service or workshop for people who blank. That's where you would fill in exactly what we did in the creative brief. So, how your people are feeling, what they're struggling with. For people who have pain, for people who are sick of their spiritual path. For people who can't figure out their business systems. For people who wanna write a book. Whatever, right, everybody can fit into that. For this one, get more blank and less blank. So if they want more of something and less of something else. I want more pleasure, less stress. Right, like, how easy is that? So, again you're just plugging things in from your creative brief and playing with these as taglines. You can also do blank starts here. So, this could be more of a fun one, like fun starts here. Pleasure starts here. Healing starts here. I mean anything can plug into that as well. And this is kind of a riff on the other one, for people who blank, but this is just, like, your offer for people who want more of something. So, in let's say, Laren's example, maybe not the best, because I don't think they need more stuff assaulting them. That's their problem to begin with. They probably need less of some things, so, that you would either need to change or maybe that's not the right one for you. But some people might want more nostalgia in their life. And so, if that's what you're bringing that's it. Want more traditions. Want more family time. Wanna capture more moments. They want more flexibility in their business. They want more leadership. So if that fits for you, you can totally use that. But these are just some fun plug and play tagline templates. If they speak to you. And also feel free to go off on your own and do whatever you want. This is just to help ya a little bit.

Class Description

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.