If you?re currently advertising on cable, or planning on starting a cable advertising campaign, make sure you get the most return on investment by taking these simple steps to ensure your commercial (or ?spot?) is spot-on:

1. Don’t forget the logistics. You may be thinking “It’s only a :30 commercial. How hard can it be?” If you’re a retailer, and planning on filming at your location, it can be a lot more complicated than you think. If you plan on including shots of actual customers, you may need to have them sign releases stating it’s okay to use them in the commercial. Lighting and time of day foot traffic patterns are other things to consider before you schedule the shoot.
2. Check your timing. Read your script, slowly a few times, and make sure it really is :30 long. Generally speaking, a :30 script is about a half page, double spaced, but always do a few read-throughs to make sure. If there is going to be any “blocking” (on-screen actions, for example, opening an appliance to show the amount of space inside), bear in mind how much time that will take as well. Keep your copy as tight and focused as possible.
3. Make sure your contact information is highly visible. Capturing audience attention won’t help your business if they can’t figure out how to find you.
4. Don?t scrimp on production. Whether you choose an agency, a video production firm, or other vendor to produce your commercial, make sure their work is up to your standards. An amateurish cable advertising spot is a waste of your precious marketing budget.
5. Consider professional talent. If you?re completely comfortable in front of a camera, you may well be the best person to sell your company’s products and services on-screen. If you?re not, then you might want to consider calling a local modeling or talent agency for someone who can make a more polished impression on the audience.