MasterCut Advertising & Imaging Production-Commercial Advertising, Voiceovers, Station Imaging

Commercial Advertising

MasterCut Advertising Will:

Get your listener's attention...and keep it

Move your product or service

Increase your revenue

MasterCut spots do something that the majority of radio and TV commercials do not do:

Sell!

Did you know that most advertising is ineffective? Why is that?

The answer is simple: clutter and lack of focus. It's also a little-known fact that a great deal of copywriters have no direct advertising training. That kind of advertising is about as effective as throwing a baseball out your front door and hoping you'll hit a potential customer. If you do happen to be lucky enough to hit that million-to-one chance and succeed, it's a safe bet that he won't be in a buying mood when he wakes up. Not only did you lose a perfectly good baseball, but you also made an enemy for life. Sound ridiculous? I think so too. It's time to start advertising the right way.

If you're considering radio or TV advertising, it's because you want to move your product or service. Many commercials these days are very creative. Some are really funny--so funny in fact, people can't wait for the commercial to air again. "I really love that commercial. But who was that company? What were they selling? Who knows..."

Is that what you want to accomplish with your hard-earned advertising dollars?

Of course not. You want to convey your message in the most effective way to create maximum impact. You have to stand out among all the other advertisers fighting for the attention of your target audience if you want to get your point across. If you don't grab your listener's attention immediately, it's gone forever.

Creativity is great. It opens our minds. It helps us escape the doldrums of daily life.

Humor adds spice to our lives. It makes us feel happy. It entertains us.

But these are both only tools--means to an end. Many advertisers get so caught up in creativity and humor that the core message is lost. We all like to be entertained, but shouldn't the listener be left with the feeling that he needs your product or service? Shouldn't he be itching to contact you so his life can be improved by the results of your product or service? If we accomplish that, you've won. Are you buying a message that is designed to solicit a response, or are you buying entertainment for the general public?

When you think of the word advertising, what other words come to mind? Honesty? Probably not. But ask yourself this question:

Am I inclined to give my money to someone who I feel has deceived me?

I didn't think so. So much of the advertising we hear is full of claims that then need to be disclaimed for the advertiser's own legal protection. "Pulling a fast one" is not the way to gain your listener's trust.

Here are some of my favorites:

"Free checking! Not like those other guys who have hidden fees.
Our checking is absolutely free!.....(Service charges may apply)."

And I'm sure we've all heard this one:

"Get a new car for only $99 over invoice!....(Invoice does not reflect
actual dealer cost)."

Come on, guys! If you deceive them, they won't come.

MasterCut advertising is straightforward, honest and listener-focused, with a simple, singular message that is designed to grab the attention of the person you're trying to reach--even when that person is not actively listening--and cause him to act on your sales message. No fluff, no laundry lists.....and no speed reading. MasterCut spots SELL.

MasterCut will work with you closely to create effective copy that sells, develop a pre-existing concept or revise existing copy that "doesn't quite have it."

Once your copy reaches its final edit and meets your approval, MasterCut will put it all together with target-friendly, believable voiceovers and any music or sound effects that enhance your sales message. MasterCut has produced award-winning spots, but awards are not our goal. Your increased revenue is.

Even if you choose to have someone else produce your spot, MasterCut will gladly consult with you to create or improve your copy.

Why shouldn't I just have the radio station produce my spot for free?

Listen to some commercial production and copywriting demos.