One of my favorite, long-out-of-print books is Maxwell Sackheim’s MY FIRST 65 YEARS IN ADVERTISING. In it, Sackheim said:
People go through life with their minds only half turned on, except when they’re promised an adequate reward for their full attention…. There are four ‘why’s’ to be remembered in and answered in each copywriting job:
1. Why should anyone listen to it?
2. Why should anyone believe it?
3. Why should anyone do anything about it?
4. Why should it be acted upon immediately?
Does every one of your commercials answer those four questions?