Two Speak or Not Two Speak
In our last blog, we talked about creativity. It should be painfully clear by now that I have a personal thing about standing out. So, let’s talk about another way to help get your message through the noise. Two voices. How’s that for simple? Two voice commercials really do cut through the clutter on a number of different levels.
Have you ever been to a party with a lot of people? Of course you have, you’re in advertising and that makes you witty and very popular. Try to remember the last party you attended. Imagine for a moment that you were involved in a fascinating conversation with an extraordinary man or woman. You know the type, attractive, probably a Nobel Prize winner, and one heck of a conversationalist. But just a few feet away two others are having another conversation. Now, I don’t care how shallow they may be, it’s just human nature that you’re going to try to eavesdrop. Seriously, you may be on the verge of hearing the cure to cancer, but your ear just has to bend toward that “other discussion”. You know it’s true. Don’t even try to deny it.
So, what can you learn from this slice of life that will make your next commercial really cut through? Two people talking to each other. Not to the listener, but to each other. There’s an old used car axiom that goes, “People hate to be sold anything, but they love it if you’ll help them buy something”. In advertising terms that translates to, “People hate to be told anything, but they love to be let in on something”.
And please do your best to make it real. A real conversation wouldn’t include the address now would it? “Oh, you really saved money on your proctology exam?” “Yes, I did and it was easy at Bob’s Proctology Mart at 11672 132nd Street.” I recommend you splurge and hire a third voice to fill in any detail you feel necessary.
“But Steve, won’t that cost more?” And I’ll reply, “Why, yes. Yes it will.” On the other hand, how much are you spending on your run of schedule? Doesn’t it seem logical to get the most bang for your buck? If two or three hundred extra dollars spent on production will get your message through the clutter then I’m thinking it’s worth it. I probably should have written this entire blog in “two voice”format. It might have kept your attention better. Now, get back to having fun and let us know if we can help on your next project.
Have you ever been to a party with a lot of people? Of course you have, you’re in advertising and that makes you witty and very popular. Try to remember the last party you attended. Imagine for a moment that you were involved in a fascinating conversation with an extraordinary man or woman. You know the type, attractive, probably a Nobel Prize winner, and one heck of a conversationalist. But just a few feet away two others are having another conversation. Now, I don’t care how shallow they may be, it’s just human nature that you’re going to try to eavesdrop. Seriously, you may be on the verge of hearing the cure to cancer, but your ear just has to bend toward that “other discussion”. You know it’s true. Don’t even try to deny it.
So, what can you learn from this slice of life that will make your next commercial really cut through? Two people talking to each other. Not to the listener, but to each other. There’s an old used car axiom that goes, “People hate to be sold anything, but they love it if you’ll help them buy something”. In advertising terms that translates to, “People hate to be told anything, but they love to be let in on something”.
And please do your best to make it real. A real conversation wouldn’t include the address now would it? “Oh, you really saved money on your proctology exam?” “Yes, I did and it was easy at Bob’s Proctology Mart at 11672 132nd Street.” I recommend you splurge and hire a third voice to fill in any detail you feel necessary.
“But Steve, won’t that cost more?” And I’ll reply, “Why, yes. Yes it will.” On the other hand, how much are you spending on your run of schedule? Doesn’t it seem logical to get the most bang for your buck? If two or three hundred extra dollars spent on production will get your message through the clutter then I’m thinking it’s worth it. I probably should have written this entire blog in “two voice”format. It might have kept your attention better. Now, get back to having fun and let us know if we can help on your next project.
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