"Inject Power in Your Next TV Commercial"

Like a factory running 24/7, TV commercials stimulate the TV viewing cosmos, selling running shoes, computers, cars, beer and a million other items.

A powerful TV commercial captures mental imagery with a formula of niceness, impressive production and benefit demonstrations.

The power imbedded within these subtle broadcast gems rips holes in viewers' normal moated walls of emotions, breaks down their resistant barrier and opens the heavily guarded intellectual doors leading to sales, sales, sales.

Take, for instance, the cereal in a can product - most just call it beer. Beer advertising accounts for over a billion dollar economy injection every year... Most spent on TV commercial advertising.

Scientific research reveals more men drink beer than do the female population, and demographic bounceback reveals young men aged 19-29 are extremely susceptible to the foxy, young and hip TV commercials rolled out like an old baking recipe, always finding and adding a new ingredient for a slightly different style.

Beer branding is a highly competitive business, so brewmeisters browse shop to find the best in the field of TV show and concept design, targeting the vast, beer drinking male population for successful branding with triple-crown TV commercials.

For further clarification, I've chosen to stay with hawking beer via TV commercial. Think about some outstanding campaigns and reflect on what you saw.

1. Beautiful women attracted to one or more men drinking the ad's sponsored beer. We see the crowd laughing and having fun.
2. The love-stricken, young male walks the streets - head down; sad expression. He rests at a local pub for a "frosty one". The love of his life walks in; she sees he is now drinking the masculine' can of beer THIS CHANGES EVERYTHING! Her cold traits of no attraction change to being madly in love with our forlorn male. The now enraptured couple is quickly and magically transported to a church... you know the rest.
3. Still another approach depicts a "less than vigorous" male looking back over his day and with a lot of help from his on-camera 'friends' remembers the blunders no real man would make.The on-screen graphics and the narrator all tell him to MAN-UP!
4. Finally, a 70 year old male is so dubbed "the most interesting man in the world".
   (My personal favorite.)

TV beer commercials are extremely, devilishly clever and focus on the things a beer drinking man treasures... "Wine, women and song" - uh, make that "beer, women and football". (it's called 'poetic license.')

The powerful commercials show every significant product benefit possibly squeezed into a 30 second TV spot. But if you think showing benefits is the only essential needed for injecting power in your commercial... KEEP READING!

You may be popeyed to know that a winning TV commercial exudes convincing and selling power through "selling the sizzle, not the steak."

Showing a product's benefits is an absolute necessity in the famous TV commercial formula, but the power shot hits target when "Sell the sizzle, not the steak", is accurately fired.

Plain English explains it this way... the winning TV commercials have creatively shown the product benefits, AND have done it in a subtle way that touches universal human emotions impossible to ignore.

When you hear the unmistakable sizzling steak sounds what are you thinking? What do you see... and MOST importantly WHAT DO YOU WANT? Yep - you want that steak and you'll gladly pay a handsome price to have it that very minute!

• Your mouth begins to water
• Your appetite meter significantly rises
• If the sizzle catches you unawares, anticipation of ordering and eating that steak rise to the top... in fact, the emotion of expectation will most likely lead to your actions of ordering steak for your dinner.

AND ALL OF THIS HAPPENS BEFORE YOU SEE THE STEAK!

Going back to washing that steak down with a beer, do you think the close-up shot of the beer can, or the "fact" that Boomhauer Beer is said to be more delicious than Lite and Life Beer, or the commercial announcer says 'take advantage of our 12 pack sale now' convinced you to buy this particular brand over another? By now, you should see the answer is NO!

This is NOT voodoo or magic, it's advertising 101 and it works because the human mind is programmed from birth to operate in this manner. As a 7-year-old, do you remember seeing that bag of Sweet Tarts on the supermarket shelf?

You didn't NEED those sweet and sour roundish tablets colored green, yellow, red and blue that made your mouth shout with sweet and sour flavored saliva, but boy oh boy did you ever want them and you would have done most anything to get the money for that 5 penny investment - up to, and including "borrowing" a nickel from Dad's pocket change purse. Got it?

Remember the fake spot where the love-stricken young male walks into a pub: His love interest walks in behind him. She sees him drinking the "right beer". She immediately falls in love and they are whisked off to a church where they are married. Following is a partial list of emotions this TV commercial reaches:

1. Affection
2. Lust and sexual desire (high on every male's list at the age of 25.)
3. Passion
4. Arousal
5. Longing
6. Joy
7. Boredom (relief from)
8. Sadness (this beer is my cure for sadness; think I will go out and buy a 12 pack.)

I could add at least 30 more emotions this commercial type will affect, but you should have the idea by now.

Most local ad agencies and production companies either do not know or choose to ignore this proven expertise... when you are interviewing an agency or consultant to create your next TV commercial ask them this question: "How are you going to achieve the sizzle approach over the steak sale?"

Only the exceptional ones will have the knowledge and experience to answer your question.