TV Advertising – it is the fastest way to take a business from OK to Out of This World. However, the moment this topic comes up is the moment that fear instantly fills the conversation. The FEAR of COST.
TV is affordable if it is done correctly. There are many attorneys who have tried TV ads on their own, and have failed. It isn’t that TV didn’t work for them, but rather that they did not have the education to get it done right. When cash is invested and results are not immediate, the decision is usually made to steer clear forever. Yet, when a plan is built around a commercial, the results will create a pathway for loads of leads each month.
First, having your book completed is step one. Combining a book with TV investment is a winning combination. The next step is to create your segment or commercial’s script. There are three fundamental parts: the commercial’s length; the type of commercial or its anatomy–pieces that make up the commercial — and the mediums of commercials.
Let’s break each of these into its own segment, commercial spots and the time each requires to have it created.
Commercials are offered in 15-second spots with 15 being the shortest. Most run in 15 or 30-second spots, after 15, there are 30-second, 60-second, 75-second, 90-seconds, 120 seconds (two-minute) or 30-minute infomercials. There are circumstances that call for an infomercial when a great amount of content exists to explain. Paid segments are a nice place when aiming at lead generation goals. What is limiting is the fact that paid segments do not exist in every market.
As your investment grows in television, your broker will have a slush fund and an inventory of your commercials loaded in the TV producer’s cadre. This way, if a remnant spot becomes available, the producer may be able to squeeze your commercial into that remnant spot. When you begin working in TV locally, you will find that producers like taking care of local people. This is why having a broad inventory available is critical because it is easier for that producer to help you out with taking advantage of these spots.
When getting started, aim to record at least three different types of inventory at the same time—a 30-second; a 60-second; and a 120-second spot. A good book “Buy Now“ written by Rich Cesari, is a great marketing tool that covers various commercials. They are experts in the field. If paid segments are available in your local markets, and they do differ from market to market, they are worth looking into. We have four or five segment opportunities in the Phoenix market—in LA, for example, there are NO paid segments.
What is a paid segment? It’s when you pay for time of a local host of a local morning show to interview you about the services you are promoting or a book you have written. If your practice area requires a little more time to explain how your service works, a paid segment works better than the 30-second or 60-second commercial.
If your market has paid segments, research the demographics of each one to make a decision about which would match your audience best. You contract with the station to be on the show and become a guest. During this interview, you discuss your book, why you wrote it and how you can solve people’s problems. When you are introduced as an author you immediately are designated as an expert. This process helps you immediately gain credibility. Plus you do not have to produce the commercial, they do. You will have access to the recording to use as you please afterwards too. All you do is pay a fee. You use their cameras, their stage, and their editing. What’s more, this is done much more inexpensively than doing it yourself.
The only negative to paid segments is that while you can use it over and over again, you can only use it on their station. Eventually, they will want you to refresh the interview too.
Commercials are offered in 15-second spots with 15 being the shortest. Most run in 15 or 30-second spots, after 15, there are 30-second, 60-second, 75-second, 90-seconds, 120 seconds (two-minute) or 30-minute infomercials. There are circumstances that call for an infomercial when a great amount of content exists to explain. Paid segments are a nice place when aiming at lead generation goals. What is limiting is the fact that paid segments do not exist in every market.
When you work with TV media buyers, they will tell you it takes time. While it does take time to become a household word, it’s merely a side benefit. Your commercial will generate leads and interest for you. Your book as a magnet will assure that you connect with the leads correctly and can convert them into prospects that come in for an appointment.
The bottom line is not to steer away from TV because you either are afraid of it or feel you are too green in the business to achieve it. Set aside some time to research the TV landscape in your market and begin a plan. Your investment will pay off.
