As you’re reviewing direct response TV ideas, scripts and storyboards, ask yourself these questions to make sure you’re making the most of every second:
Do I grab the viewer’s attention immediately?
You have less than 60 seconds to get the viewer to go from “I don’t care” to “I’ve got to call.” Make sure you open your spot with an element that gets the eyes back on the screen.
Have I set up the right situation for a response?
The best way to get the phone to ring is to show instantly and dramatically that calling will solve a problem. Set up your spot so the viewer knows right away what the problem is, and make them feel it in their gut!
Have I told them what to do early?
You can’t afford to wait until the final seconds of your ad to call for a response. That would be wasting expensive air time. Get your offer, benefit and call to action in within the first 15 seconds of the script. And remember what Grandma always said, “Three times for the average mind.” Get your call to action into the voiceover at least three times.
Are you visually relevant to your audience?
If your spot doesn’t look relevant, or watchable to your audience, it won’t communicate to them. Make sure your visual execution engages the right people. For instance, a lot of swooping shots or fast cuts for the senior audience will just serve to alienate them, but that same look might work very nicely for twenty-somethings.