If you are a small business, there is a good chance that you are trying to get the word out about your company in order to attract a larger number of customers. One great way to do this is through television advertising. Television advertising is, however, extremely expensive. Here are some tips that you can use to craft a great television commercial that is as effective as possible for your small business.

1. Create a Narrative

Try to frame your commercial around a narrative. This is helpful because it will help people connect with your commercial and make them more likely to put themselves in the shoes of the person who is in the advertisement. For example, if you are selling a home security system, have someone talk about how they heard about a neighbor having a break-in and didn't feel safe. That person could say that he or she had a hard time sleeping. Then, that person got your home security system and feels a lot safer. You don't instantly have the brand recognition because you are a small business, so getting someone to identify with your product will help you attract customers.

2. Don't Skimp on Production

Try to avoid skimping on production. Get a high quality camera that won't make your viewers feel like they are watching a soap opera. Nothing breaks immersion in a commercial like being distracted by poor production value. If it means that you need to get a shorter commercial because of your budget, it's still worth it. You need to make sure that you show that you are a professional company that will be able to handle your customers' needs and it is likely that your customers will trust you more if they see high production value.

Take some time to research and talk to production companies in your area. A smaller company might be willing to help another small business out by offering them a deal in exchange for some exposure.

3. Reference Your Area if Your Commercial Will Only Be Shown Locally

If your niche is that you are a local business, make sure that you reference the area. For example, if you are in Cleveland, reference places that Clevelanders will be familiar with or talk about issues that might affect someone who lives in Cleveland. If you are offering a cleaning company, talk about how you were able to help other people clean up the mess after a party they held when the Cavs won.

For more information, talk to a company that specializes in commercial production or a director such as John O'Hagan.