General Motors has had a tough few years. Have you seen the TV commercial where their CEO talks about paying back the government loan? He admits in that commercial that he knows that some Americans were skeptical of the loan and he goes further and says that he understands.
Burger King, who has a history of all over the road marketing, has a similar ad where the "king" is breaking into McDonald's Headquarters to get their blueprint for their sausage biscuit. The announcer says something to the effect of, original no - but it tastes great.
The trainer Chris Lytle introduced me to the saying - truth is better than creativity. Straight Forward honesty is refreshing in advertising...try it. Try these steps.
1. Write your commercial as if you were writing to your best friend. Be direct, clear and concise.
2. Stop worrying about what you know -- we don't know what you know, tell us all the reason why you do things.
3. Then let a few of your close customers read it and pay close attention to their reaction.
You will probably be surprised at what they didn't know about your business and they are your best customers. Then get to work putting that information into your advertising. Good Luck.
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