Imagine you are ready to give the greatest expression of your life, one that could make or break your career. Now, imagine only 30 seconds to get your message. This is the challenge faced by companies that advertise during the Super Bowl. Not only are advertising very expensive but are also classified and judged by an audience of critics. I have no idea what the magic formula for success but I noticed certain patterns that suggest ways to improve theircommunication.
Do not Get Too Cute: A lot of failed Internet companies tried to be as wacky as possible. The problem was they forgot to promote what they offer to consumers. Everyone remembers something extravagant for the post (animals behave like people were very popular a few years ago) but then had no idea what it was. Memorable is only good if there is something about the product recall.
The excitement is good: Get your audience to move and pullon them. These are usually some of the simplest business, but more effective. Fundamentally based on a problem, or understand the situation. For example, what parent does not feel guilty for not being able to read a story to their children because they have to work? Enter Company XYZ, which you can read for you baby with a phone / video hook. The product is intended to help you do something that makes life better.
Remember that you compete with all this:Many of these commercials are designed in a conference room, by the space of peace, and evaluated by managers who watch points in total silence. Somewhere along the way, you forgot that the public will do lots of things, if it is running in the bathroom, preparing food, or talking with friends. Holding people's attention and making them forget what they are doing is the key to be memorable. Never assume that the audience is glued to your every word.