By now, if youve read any of our articles on advertising, you will notice a similar theme Get it done right or youll be throwing away your hard earned dollars. Commercials that are thrown together with half-baked ideas usually yield half-baked returns. In our advertising economy, it is simply not enough to run your ad with your name and telephone number 3 times You must stand out in the crowd and you dont do that by shouting your name out three times in a 30 second spot along with everyone else who is shouting their name and telephone number out there 3 times, hoping to be the loudest voice.

What do you do to stand out? Great question. There are a few active ingredients in any commercial and some inactive ingredients each playing an important role. We like to think of the inactive ingredients for most smaller companies as their name in the jingle and surrounding message. You say what are you talking about? Well, look at it this way, the active ingredients are the music, the voice over personality and anything else that makes the actual message active. Hear that. Anything that ignites your actually message is the active ingredient.

If great music production, with a polished and thought out voice over script are the active ingredients along with the singers and voice over talent, then why do s many companies skimp on the active ingredients? Your message will not only more readily resonate with your consumer, they will also think of you first and act on that commercial information. Remember that 98% of the public buys from who comes to their mind first. Sure you can run the heck out your commercial and hope to be the first that comes to mind, but you could also incorporate better yielding active ingredients that in the end cost less. These active ingredients cost more on the front end, but youd be surprised at how many more times in sales and receipts that quality and well thought out commercials bring in when looking at the long haul.

You should persue the absolute best music production and voice over talent for each and every spot. Good and pretty good are not the objective A fabulous and Wow factor is the goal and that should be the case with each and every ad that you run. You will learn that credibility with the public is bought and sold on image on the front end and then of course with your wonderful service and follow up that lasts the breadth of time. Great commercials can be obtained by the small business owner if they will follow a few simple rules.

The active ingredient is not just important, it is the lifeline of your message and therefore your objective is to relay your message with solid and credible music production and voice over talent that make your message scream to be heard over the entire crowded advertising halls.