What can a 30 second TV spot accomplish? A radio spot? How about a half-page, full-color ad in a magazine? Or maybe a banner at a sports stadium?
The answer: Not everything.
An ad in any medium cannot completely communicate the full essence of your product or company. So stop trying to make it do just that. It inevitably leads to ads that really, really suck. Words get crammed into a tight space. Voice-overs talk faster and mix messages. And the only thing advertised is confusion.
So what can ads do?
The answer: Something. Specifically, something specific. So pick a specific message for a specific target, and you might actually get something out of that 30 seconds.
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