So how do you write an effective television ad for your small business? By following the one idea per spot rule.

Look… you don’t have enough time or enough of their attention span to say too much. Yes- I know that your business is wonderful and it can do all kinds of amazing things for all kinds of people, but you don’t have to say it all in your first spot.

Dig a little… ask yourself these 5 simple questions:
1. Who do I want to attract?, 2. What is it that I do?, 3. Why should someone use my service versus the guy down the street?, 4. What area of my business do I want to strengthen?, and 5. What’s the strongest part of my business?

Answering those questions honestly will help you to determine your theme or position which you can then use to develop your idea.

Start with the “What if?” premise in relation to your idea. (What if my grandma’s toilet exploded- who would fix it?). Just remember that your business, service, or product has to be the hero otherwise the message is lost.