I often watch business owners and ad agencies make the same mistake, running 30 second direct response ads with a web address or 800 number up for three seconds.
When I watch TV I watch commercials and study their anatomy. Consistently I see TV ads without the necessary call to action time length both on national cable and local affiliates.
You need 12 seconds for your call to action tag screen so when you construct a great 60 second direct response ad you work backwards subtracting 12 seconds from 60 seconds then using just 48 seconds to get to the tag screen and close the sale.
It often takes me three weeks to construct a great 60 second ad. The tag screen is necessary so that you may use 12 seconds to repeat the 800 number three times and be specific with your 800 phone number rather than just saying call the 800 number on the screen. A blind person who is very successful told me she ordered from me due to my mention of the precise 800 number and that I repeated three times. I've never forgotten that, nor should you.
Repeat the 800 number three times at the end of the 60 second ad using 12 seconds for the tag screen. Don't buy 30 second ads at the start of a Direct Response TV campaign--it's not enough time to sell what you have to sell.
Video available at www.youtube.com/watch?v=xNkNLbDzhQk
written by Brad Richdale copyright 2011 all rights reserved
