Three Simple Criteria for a Successful Ad

A rare occurrence happened to me recently. I watched a TV commercial for the first time and remembered it. The commercial was for Frog Tape. (Don't ask me why it is named that!) No, it is not tape for frogs; it is tape that you use to cover adjoining ceilings or walls prior to painting so that your paint does not dribble onto an area which you do not intend to be that color.

Not only did the commercial catch my attention, perhaps due to the name, it also held my attention throughout the entire commercial. I watched it from beginning to end.

Why?

First of all, it was very specific. The commercial used words well. Rather than deal in vague generalities by using words such as quality, best, or value, this commercial explained Frog Tape in very specific wording. "Frog Tape has a backing that works like a laminate, binding to the wall or ceiling and sealing off paint." That was such a powerful statement that I remember it clearly.

Those specific words were coupled with a demonstration of the tape on the wall. When the tape was removed after the painting was complete, no drippage was under the tape. That was compared to "other" tape which did not have Frog Tape's sealing properties. How the laminate bonded was also shown. This was excellent use of television which demonstrates the best of any medium because it uses visual and motion together.

The clincher as to why I remember the commercial is that it gave me a reason to buy. Painting requires a great deal of effort and is not a project that I relish. I like to move my painting process along smoothly so that I save time and stress. If I think that my painting is finished and then remove the tape to discover paint bleed, I am not happy. The commercial showed that happening. Therefore, at the end of the Frog Tape commercial, I said aloud, "I am getting Frog Tape for my next painting project."

This Frog Tape commercial sold me because it satisfied three simple criteria of a successful ad, whatever the medium. First, it used specific wording. Second, it employed the advertising medium well. Third, it gave the customer a reason to buy. The next time that you review an ad, hold it up against these three criteria.

Does your ad have all three?