A couple nights ago as I was climbing into bed I got an email from my friend, Phil. He owns the brewpub where I frequently play guitar. He was sent a script proposal for a television ad and wanted my opinion. I read it and told him not to run that ad, and that I would respond more fully the next day. He has given me permission to publish here what I wrote in reply …
I looked over the ad script you sent me. It is typical of what I see from ad salespeople who were never given proper training into how to use their media best. It’s not their fault. They just end up writing ads that look and sound like every other boring, bland ad they have ever heard or seen. The thought process is, “If everyone else is doing it, it must work, right?” Wrong.
The script they gave you violates all the principles of the most effective ads.
To recap, they wrote this …
Spend your weekend nights at the Poison Frog Brewery, always offering a great atmosphere! Featuring great entertainment, wonderful inhouse brews, custom made glass mugs, and real poisonous frogs, The Poison Frog Brewery has it all. Overflow parking is across the street! The Poison Frog Brewery, come have a hopping good time!
The ad sounds like everyone else, doesn’t tell a story or speak to the heart, tries to make too many points, and is all about you instead of your customers. It doesn’t speak to the craft beer crowd, the live entertainment crowd, or the people who share your core values of Curious, Resourceful, Persevering, or Affectionate. None of that is going to garner any attention, let alone convince anyone to visit your brewery.
If you want to be noticed, remembered, and visited, you need an ad that speaks to the heart of your customer, makes only one point, and is interesting enough to get people to sit up and take notice.
In the copy above, the ad tries to make the points of:
- Great entertainment
- Wonderful inhouse brews
- Custom made glass mugs
- Real poisonous frogs
- Overflow parking
That’s too much information for one ad. The average viewer is lucky to remember one thing. The more you try to cram into the ad, the less likely he or she will remember anything at all. You’re better off choosing one of those points and crafting an ad around that while also tying in your core values.
For instance …
You’ve driven past this bright yellow building several times. You’ve even seen it before the frogs were painted on the wall. You know it’s a local brewery and pub, but the small parking lot doesn’t give the proper impression of what you’ll find inside … like master craft beers and meads brewed in house. When you drink one from your own custom-made mug, you’ll be glad you finally pulled in. Poison Frog Brewery. It’s hopping inside!
This speaks to the curious beer lover who hasn’t tried you yet. It gets all your info in, but under the guise of curiosity. The true point is that your place is worth the visit.
Here is another one, more aimed at the entertainment crowd.
You’ve been to bars with live entertainment. Not all are the same. In some, the band is too loud for you to hear the person across the table from you. In others, you have to hope you get a table close enough to see the singer. At Poison Frog Brewery, you’re always in view of the musicians, you’ll always be able to hear them and everyone who came with you, and with the talent we have in Jackson, you’ll always be entertained. Looking for a hopping good time? Check out Poison Frog Brewery.
Or you could take this more story-like approach …
A singer, a guitar, a microphone, and a stage. All the hours of practice and now his success depends on you. If you clap, sing along, or even just smile, you’ll make his night. In return he’ll rock your world. At Poison Frog Brewery, the musicians you see every Friday and Saturday night are there for one thing, to make sure you have a hopping good time.
Here is an ad approach using Perseverance and your overflow parking as the base …
You’ve always wanted to stop in, but the parking lot is small and often full. Fortunately there is extra parking across the street – and plenty of seating inside. Once inside you see why the lot is full You order one of our hand-crafted beers, your partner wants to try a mead. Ahhh … Worth the trip. Poison Frog Brewery. When the lot is full, it’s hopping inside!
Finally, here is the beer ad …
You drink craft beer because of the taste. You’re looking for the nuance, the little notes that excite your palate. As a master brewer, my job is to give you something exciting and pleasing to the palate. Did we always get it right? No. But the beers you’ll find today have been carefully honed to give you the perfect blend of flavor in every sip. It’s time you hop into Poison Frog Brewery.
This ad uses a little of the “downside” and speaks to those who have tried your brews in the past, before you had everything perfected. There are a lot of craft beer hounds who have either had a bad beer in the past or have heard about others having a bad beer. This admits that flaw and lets them know you’ve corrected it. Powerful language to gain their trust.
Notice how all the ads use the word “you”. Make your ads about the customer, not about yourself, and they’ll pay far more attention. Tell a story and they’ll remember. Speak to their heart, their values, and their needs and they’ll take action.
I know this is different from the script they gave you. They’ll have to be a little more creative with the video they shoot for the ad, but a good videographer can use these scripts to craft an amazing television ad that will move the needle.
Keep me posted on what you decide to do.
PS I publish this because many of you get the same bland, boring scripts from your ad salespeople. I want you to see the difference between the template-type, boiler-plate ads that are all about you and ads that speak to the heart of your customers. Unfortunately I only had about an hour to put that reply together so those scripts aren’t as tight as I would like them, but they are a far cry better than where he started. I’ll have more time to craft something powerful for his next ad. I’ll share it with you when I do. By the way, he went with the curious one and the perseverance one.