The Power of Persuasion: How to Write a Commercial That Actually Sells
Methodology
The Power of Persuasion: How to Write a Commercial That Actually Sells
A simple guide on how to write video ads that catch people's eyes and make them want to buy.
Most commercials are boring. We usually see them as an interruption - something to ignore until our show comes back on. But at FirstCut, we look at video ads differently. A good commercial isn't a speech; it’s a way to show a customer how you can make their life better.
To do that, you have to stop writing "at" people and start writing for them. Here is how we think about writing scripts that actually work.
▪ You have about three seconds to keep someone from looking at their phone.
The 3-Second Rule
When an ad starts on a TV or a phone, most people are already reaching for a distraction. If your commercial starts with a slow logo animation or a boring shot of an office building, you’ve already lost them.
You need to start with a "Hook." This is something that makes the viewer stop and think, "Wait, what's that?" It could be a weird sound, a beautiful shot, or a question they’ve been asking themselves.
▪ Don't start with: "Since 1995, our company has been a leader in..."
▪ Start with: "Most people are overpaying for their car insurance, and they don't even know it."
Show, Don't Just Tell
One of the biggest mistakes in commercials is using "empty" words. Words like innovative, premium, or high-quality don't actually mean anything to a viewer. They are just background noise.
Instead of telling someone your product is good, show them. Use details that they can see in their mind.
▪ Empty: "Our coffee is the highest quality available."
▪ Concrete: "We only use beans picked by hand in the mountains of Colombia."
When you use real details, people believe you. When you use "sales" words, people tune out.
▪ If a customer can't see what you're talking about, they won't remember it.
Stick to One Big Idea
You might have ten great things to say about your business, but if you try to say them all in 30 seconds, the viewer will remember zero.
A great commercial picks one big idea and hammers it home. Do you save people money? Are you faster than everyone else? Do you make them feel safer? Pick the most important one and build the whole video around it.
Write Like You Talk
Nobody talks like a corporate brochure in real life. If you wouldn't say a sentence to a friend at lunch, don't put it in your commercial.
Keep your sentences short. Use simple words. Avoid jargon that only people in your industry understand. The goal isn't to sound smart; the goal is to be understood.
▪ Instead of: "Our platform facilitates a seamless transition to digital assets."
▪ Try: "We make it easy to move your business online."
▪ A good script sounds like a human being talking, not a computer.
The Verdict
The best commercials don't feel like commercials - they feel like helpful advice or a great story. By keeping it simple, focusing on one idea, and using real details, you can turn a 30-second spot into a real win for your business.
At FirstCut, we don't just guess what works. We test different versions of these ideas to see which one your customers actually like. Because at the end of the day, the only thing that matters is if the person watching cares enough to take action.
The Power of Persuasion: How to Write a Commercial That Actually Sells
Methodology
The Power of Persuasion: How to Write a Commercial That Actually Sells
A simple guide on how to write video ads that catch people's eyes and make them want to buy.
Most commercials are boring. We usually see them as an interruption - something to ignore until our show comes back on. But at FirstCut, we look at video ads differently. A good commercial isn't a speech; it’s a way to show a customer how you can make their life better.
To do that, you have to stop writing "at" people and start writing for them. Here is how we think about writing scripts that actually work.
▪ You have about three seconds to keep someone from looking at their phone.
The 3-Second Rule
When an ad starts on a TV or a phone, most people are already reaching for a distraction. If your commercial starts with a slow logo animation or a boring shot of an office building, you’ve already lost them.
You need to start with a "Hook." This is something that makes the viewer stop and think, "Wait, what's that?" It could be a weird sound, a beautiful shot, or a question they’ve been asking themselves.
▪ Don't start with: "Since 1995, our company has been a leader in..."
▪ Start with: "Most people are overpaying for their car insurance, and they don't even know it."
Show, Don't Just Tell
One of the biggest mistakes in commercials is using "empty" words. Words like innovative, premium, or high-quality don't actually mean anything to a viewer. They are just background noise.
Instead of telling someone your product is good, show them. Use details that they can see in their mind.
▪ Empty: "Our coffee is the highest quality available."
▪ Concrete: "We only use beans picked by hand in the mountains of Colombia."
When you use real details, people believe you. When you use "sales" words, people tune out.
▪ If a customer can't see what you're talking about, they won't remember it.
Stick to One Big Idea
You might have ten great things to say about your business, but if you try to say them all in 30 seconds, the viewer will remember zero.
A great commercial picks one big idea and hammers it home. Do you save people money? Are you faster than everyone else? Do you make them feel safer? Pick the most important one and build the whole video around it.
Write Like You Talk
Nobody talks like a corporate brochure in real life. If you wouldn't say a sentence to a friend at lunch, don't put it in your commercial.
Keep your sentences short. Use simple words. Avoid jargon that only people in your industry understand. The goal isn't to sound smart; the goal is to be understood.
▪ Instead of: "Our platform facilitates a seamless transition to digital assets."
▪ Try: "We make it easy to move your business online."
▪ A good script sounds like a human being talking, not a computer.
The Verdict
The best commercials don't feel like commercials - they feel like helpful advice or a great story. By keeping it simple, focusing on one idea, and using real details, you can turn a 30-second spot into a real win for your business.
At FirstCut, we don't just guess what works. We test different versions of these ideas to see which one your customers actually like. Because at the end of the day, the only thing that matters is if the person watching cares enough to take action.
The Power of Persuasion: How to Write a Commercial That Actually Sells
Methodology
The Power of Persuasion: How to Write a Commercial That Actually Sells
A simple guide on how to write video ads that catch people's eyes and make them want to buy.
Most commercials are boring. We usually see them as an interruption - something to ignore until our show comes back on. But at FirstCut, we look at video ads differently. A good commercial isn't a speech; it’s a way to show a customer how you can make their life better.
To do that, you have to stop writing "at" people and start writing for them. Here is how we think about writing scripts that actually work.
▪ You have about three seconds to keep someone from looking at their phone.
The 3-Second Rule
When an ad starts on a TV or a phone, most people are already reaching for a distraction. If your commercial starts with a slow logo animation or a boring shot of an office building, you’ve already lost them.
You need to start with a "Hook." This is something that makes the viewer stop and think, "Wait, what's that?" It could be a weird sound, a beautiful shot, or a question they’ve been asking themselves.
▪ Don't start with: "Since 1995, our company has been a leader in..."
▪ Start with: "Most people are overpaying for their car insurance, and they don't even know it."
Show, Don't Just Tell
One of the biggest mistakes in commercials is using "empty" words. Words like innovative, premium, or high-quality don't actually mean anything to a viewer. They are just background noise.
Instead of telling someone your product is good, show them. Use details that they can see in their mind.
▪ Empty: "Our coffee is the highest quality available."
▪ Concrete: "We only use beans picked by hand in the mountains of Colombia."
When you use real details, people believe you. When you use "sales" words, people tune out.
▪ If a customer can't see what you're talking about, they won't remember it.
Stick to One Big Idea
You might have ten great things to say about your business, but if you try to say them all in 30 seconds, the viewer will remember zero.
A great commercial picks one big idea and hammers it home. Do you save people money? Are you faster than everyone else? Do you make them feel safer? Pick the most important one and build the whole video around it.
Write Like You Talk
Nobody talks like a corporate brochure in real life. If you wouldn't say a sentence to a friend at lunch, don't put it in your commercial.
Keep your sentences short. Use simple words. Avoid jargon that only people in your industry understand. The goal isn't to sound smart; the goal is to be understood.
▪ Instead of: "Our platform facilitates a seamless transition to digital assets."
▪ Try: "We make it easy to move your business online."
▪ A good script sounds like a human being talking, not a computer.
The Verdict
The best commercials don't feel like commercials - they feel like helpful advice or a great story. By keeping it simple, focusing on one idea, and using real details, you can turn a 30-second spot into a real win for your business.
At FirstCut, we don't just guess what works. We test different versions of these ideas to see which one your customers actually like. Because at the end of the day, the only thing that matters is if the person watching cares enough to take action.