The Power of Words and Pictures
We Are An Audio and Video Driven Society: Anyone who doubts that we have become a society tuned into both audio and video messaging probably missed the fact that NBC charged $6.5 million dollars for a thirty second Super Bowl in 2022. Advertisers know the power of advertising. When I started in radio I learned early on that advertisers made a lot more money than I did doing radio. So I adapted. I bought my time and sold my own advertising. Later, I built an international radio network and learned the true power of advertising. As a result I had a crash course in writing copy and delivering that copy in a way that was both compelling and conversational. Now our experts at Elite Power Pros have written and produced thousands of commercials for radio, television, sales training, web sites, and staff training sessions.
So here’s the bottom line. Copywriting for commercials is not just important it is the difference between success and the depressing feeling of “well that didn’t work.” Words are fuel that drives the engine of sales. The right words make sales soar – wrong words are like water in the fuel – the sales engine sputters and performance can be disappointing or worse disastrous. So what are the fundamentals of making words work for you instead of against you?
Our services include
- Audio services including copywriting, voice over and production as well as commercial placement
- Video services including copywriting, voice, pictures, video creation, production publication and placement
- Strategic planning for audio, video and website audio and video services
- Ad copy and ad buys for larger distribution
We make it our business as copywriters to know your business and your target audience.
You can sell ice water to Eskimos as the old saying goes but it’s easier to sell them mittens. Knowing the target audience will tell you what you need to know about meeting their needs. Believe it or not I hear commercials every day that seem terribly confused. They say they are selling fish when in reality they are selling fishing poles and maps to the lake. That’s a recipe for failure. Your business is important to you and to your customers, clients, donors or members. Knowing your target audience tells you a lot about their needs and provides you with a roadmap to their engagement. Eye-opening insights to your audience means stunning sales, contributions, and member participation. Missing that target means missing that audience and missing the engagement.
Our copywriting focus is on product benefits. It would literally take an entire page to tell you how fire is ignited and how it works. But quite honestly, nobody has ever sold a lighter by explaining the physics or chemical process used to create fire. Selling fire is simple – I have a device that will create fire that will keep them warm, cook their meals, and provide light in the darkness. We are expert in letting your customers, clients, donors, or members now why they need your service or product. The process is important to you, the result is important to them. We’ll paint the word pictures that magically create their understanding of what you do and why they need it. After all – that’s why they’re here?
We’ll give you another trade secret – we engage your visitors with conversational tone. Have you ever had a call from a telemarketer that sounded like a computer on the other end. No matter what you said they knew only one thing – the script. If your commercial copy sounds like computer generated “hype” you’ve found the greatest tool in the world to get listeners or viewers to tune out. Understanding how to use words and structures makes it feel like you are there speaking with not at them. And while it is easy to say – there is a certain magic to making it happen. Let us bring the magic to your commercial copywriting. It’s what we do … and we can do it for you.
Sadly, many writers miss the mark because they don’t know the power of emotional trigger words and pictures. Your prospects buy based on emotions and not logic, you want your ad copy to be emotionally compelling. To some that may sound calloused but we’re devoted to making words work for you not against you. In short, that means we are about reminding them why the cinnamon you are selling is exactly what they need. We don’t sell tree bark – we sell the memory of the warm fuzzies of hot oatmeal that their mom served them on a baked apple sprinkled with brown sugar and wonderful cinnamon when they were a child on a winter’s day. That hot oatmeal kept them warm on the first snow-day of school as mom took them sledding in the park after that beautiful overnight snowfall. That’s selling the result using trigger words and pictures that engage your visitors.
Audio – Voice-Over and Video are an art and a science. Obviously, technical expertise is an important part of the process but the right voice for the right product is also a key element. So whether your producing a two minute video for your website, a more sophisticated video for donor acquisition, sales, or for a board or sales staff meeting words an pictures can bring rewards or consequences we surely don’t want. So whether it is a radio commercial, video project – full length movie or in-house project we can produce copywriting, voice, and technical expertise to your endeavor.
Strategic Planning Can’t Be Overlooked. At Elite Power Pros we can also bring another element that goes way beyond technical expertise. Sure you need the right voice, the right audio, the right pictures, or video but you need more than that. You need an overall strategy. How does what you are doing fit into the thirty-day, ninety-day six-month and one year strategic planning. Is there strategic planning or is this just a shot in the dark that may or may not work. We are a one stop shop for both your strategic planning and technically excellent audio and video production. Already have a great plan in place – great. Let our experienced copywriters make words the most powerful tool in your arsenal. Elite Power Pros – the magic of prose.