Radio & TV Commercials - Art of Music

By Tom Gauger

For smaller companies, the task of creating a TV or radio spot seems daunting at best. With so much competition out there, some valid, and then others who have just set up shop half hazzardly with a mere presence on the web, trying to emulate what you have spent considerable time establishing, you wonder how do I break through and get my message out there to increase sales and credibility with the public and break free from all of these ya hoos?

For the majority of small business owners this is a common question and one that quite honestly is not that easy for many to answer. For some, there ad dollars are much better spent in print or direct mail, or in classifieds, but for many TV and radio advertising could really boost their bottom line and give them the credibility and visibility that could carry them to the next level if done right. And done right is the key.

Many would be business owners, looking for the best deals in areas of business and related expenses, short change themselves on one of the most critical areas of the commercial and that's the production element. Many think that if they can just get their name in the jingle with a few selling points and with their name and telephone number in there with that magical three times, that they are set to go. Unfortunately, what many don't realize is just how important really good music and jingle writing along with great copy is for a solid and profitable campaign. Notice I didn't say good, but really good. And quite honestly really good doesn't have to cost an arm and a leg, but the "we'll do a freebie or we can get it done for a couple of hundred dollars" isn't going to get it. While we're talking about it, you're more than likely much better off having a production company write you a custom jingle than the radio or cable rep telling you that there in-house voice over guy will do the trick - Usually not the case. You'll pay more, but more than likely your sales results will more than make up for a custom jingle.

Why is really good production so important? Because beyond the intrinsic value of a well crafted, rememberable and thought out commercial is the credibility factor. Ever listen to a local car dealership commercial and go this is so cheesy - The fact is we all have. The car dealerships spend so much on advertising that they blanket with all different forms of advertising and with lots of it. Obviously it is working to some degree for them or they wouldn't be doing it. But the question is, what's the credibility factor with those car dealerships? The answer is probably not so good. The next question more importantly is, do you have that kind of money to blanket and to be spending on advertising? If you're like the vast majority of us you don't, so you need a commercial that is not only remember able, driving traffic to your door step, but with the credibility of major league players in a cost effect way.

How do I establish the credibility factor and increase my sales in my radio and TV advertising? You do that by employing experienced media and music production houses that have your best interests in mind and not their sale or wallet, who are qualified to write effective copy and with production companies that absolutely do not cut corners. Check out which companies are being used by the small guy all the way up to the national brands - that will tell you a lot. You may still have to investigate further should their costs not be in line with your budget - but it will be a starting point. Here at ReelMusicianPro we pride ourselves on writing for the small business all the way up to national giants.

Even with the onset of the computer and fairly affordable music software out there, you'd be surprised at the incredible differences in quality and musicianship. Don't play around with the $300 special. Most of these music guys are writing from a bedroom or basement, don't have the expertise in marketing or music production and can't give you the marketing edge - Their price might be right, but you're far better off spending a few more dollars to get it done right with copy that draws and music that is sung far after the commercial has run. Chances are, a cheap and poorly written commercial will serve you no purpose and get you no closer to your goal of increased sales, visibility and credibility - it just won't happen. Basement productions sound basement, come across as basement and if you go that route, more than likely your results will be basement. Get your commercial done right and you will not only see your business grow in the short run, but in the long run as well.

About the Author

Mr Gauger is a former talent booking agent, booking some of the biggest stars in country music as well as an accomplished jingle writer. His writing experiences include major TV along with national TV commercials. You may contact the author at 615-300-5030 or tgauger@reelmusicianpro.com. Author's website http://www.reelmusicianpro.com