First, check out this commercial critique from almost two years ago.
Last week I happened to see an article about how mobile devices are handling more & more of life’s daily functions.
It included a candid photograph of a plumber sitting in his truck, holding his iPhone in one hand and a check in the other.
The caption explained he had just finished a job at someone’s home, had been paid by check, and now was using his iPhone to deposit the check into his bank account.
He wasn’t jumping around. He didn’t appear to be excited. He wasn’t yelling to his wife.
But a customer had just handed him a check, and 2 minutes later he was in the cab of his truck, depositing that check into his bank account.
THAT is the result the Chase radio commercial should have been selling.
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Simply thinking like the targeted listener and trying to imagine their problem, and how the product solves it, is the best advice you’ve ever given. It solves a huge percentage of copywriting dilemmas.