Talking To Your TV

Do you talk back to TV advertising? I do. There's one ad on air right now for Wachovia Securities that I find remarkably disconnected from what Wachovia has to offer. It asks, "What can we learn about investing from a pair of bicycle handlebars?" I always shout back, "NOTHING."

Surely the folks at Wachovia must do more than ponder such questions for their clients. I'm sure they have many special perspectives, experiences, and services to offer their clients. But you wouldn't know it to look at their TV ads.

On the other hand, UBS Pane Webber shows a financial consultant asking his client how comfortable he is if his portfolio sank 30% in the near term. His client realizes he may not have the stomach to be so aggressive. And therefore realizes he should assume a more conservative stance towards investments. I see this as good branding. I can relate to that client. And it underscores the essence of what UBS Pane Webber can do for me. Why do you hear "C'mon C'mon" over the musical signature at the end of the Xerox spots currently on air? How does that advance their message? To me it resonates neither with the preceding copy or the company. I've worked on Xerox as a copywriter. They're a very thoughtful company with well thought-out products. But I'm not getting that from their commercials nowadays. Everytime I hear "C'mon C'mon," I ask where are we going?

Don't Bore Me Into Submission

I'm not saying ads or commercials should simply give a rundown of benefits. No one will sit still for that anymore, unless they're already considering your firm or they are your competitor.

Branding needs to reach out to those who may not yet be in the buying cycle but are "wool-gathering" for that time when they are ready to purchase. Lots of ads are aimed at keeping investors, prospective investors or even employees in the fold. For other types of ads it's not appropriate to tout product benefits, like beer or jeans. These are more lifestyle ads that give the user permission to use your stuff.

Your brand essence has to be conveyed in an interesting and entertaining way. Many ads and spots simply run down the advantages. When I worked on Madison Avenue I occasionally would remark that all the copy points were there, alright, but no one will read or watch them, so what's the point?

Then there are those spots that are all entertainment and no substance, when substance is what's needed. It's easy to put down most advertising. We all do it. But striking that balance between holding the audience's attention and delivering to them a message that encapsulates your heart and soul or that of your product isn't easy.

Here are my Top Ten Tips to help you determine if your advertising correctly represents you and your offerings:

1. Who's the Hero? Ask yourself who is the hero, the commercial or your product? All too often, the ad agency's agenda is not in alignment with yours. The agency often wants new attention-getting spots on their reel so they can show off to prospects and win awards handed out by their peers (who have little or nothing to do with your audience).

2. Ads Out of Context: When presenting ads to a client, I always pasted them into the magazine in which they would appear so the client could then flip through and see how it looked in context. Lots of mediocre ads look great when they're presented on snazzy poster board and offered up with a flourish. Tell the agency to skip the dramatics.

3. Would You Read Your Own Ad? Pretend you don't know you, your company or your product. Then look at the proposed ad or TV spot. Remember, people see over 3,000 commercial messages a day. Will yours break through that clutter and leave the right impression?

4. Copy Talk: Does your copy talk to or at the audience? Whether the copy is for print, TV, or on the back of a matchbook, it needs to talk to the recipient, not at them, like nearly all ad copy does. If you wouldn't put the language from your ads in your mouth, something is probably wrong. Kill the hype. You don't like to be talked to that way, and everyone else is just like you in this respect.

5. Substance: Most ads are vacuous. Some need to be, given what they're selling, but most need to reward the target audience for paying attention.

6. Due Diligence: Do your copywriter and account person ask lots of questions? They should. Do they do research independent of asking you questions? They should do that, too. Lawyers call this performing their "due diligence." So many ads, especially B2B ads, are flip and tell me the creators of such were more interested in getting to the sushi bar on time rather than researching and representing the client's product appropriately.

7. Art Direction: Art direction isn't arbitrary. The legendary Helmut Krone, who brought the principles of Bauhaus (less is more) to advertising in the '50s, once told me there should be a logical or rational reason for everything on the page or in the spot. Otherwise, it's just up to the whim of the art director on your account. So ask your A.D. why he or she is using that type face or this type of lighting. He or she should welcome the questions and have answers for you.

8. The Art of No: If your agency agrees with everything you say, fire them. You don't need "Yes Men" or "Yes Women." You're paying the agency for a different point of view than yours. If you prove them wrong every now and again, good. It shows they have enough gumption to challenge you and get you out of your comfort zone.

9. Category Killers: What are your agency's bonafides in your category? They should know much of your business already before they get to you. Did they work on other accounts in your category or do they have staffers who have done so? Or are they fishing for freshwater fish in the ocean?

10. Brand Benchmarking: It's too easy to disparage the competitors' ads. Instead, look at them closely and figure out how they got to that particular execution. You may find hints as to where they're going. You may find they're not going anywhere. You also may find holes in their strategy that have your name written all over them.

11. Bonus Tip: Ask an impartial observer who's a professional in advertising what he or she thinks of your advertising. If you have a substantial ad budget in the millions, you can ask me this question and I will give you my top line and brutally frank opinion. CAUTION: When I do this, it is a no-holds-barred opinion. I'll do my best to poke holes. If it holds water, be very proud. But if I spring lots of leaks, start asking yourself and your agency serious questions. -LC