Russell shaw is advertising tons on arizona tv. to russell and everyone else using tv to promote. is there a certain frequency model or ad firm you used to help with the hook or concept? Russell ad seem to have a direct responce with the no hassle listing spin. what is the best way to get into tv cable or local network?

I have used TV for 13 years. I have hosted a thirty minute talk show (example at tulsa.tv). Mostly I use tv for image and name familiarity. I periodically have tried direct response commercials and usually run them a year at a time with a discounted contract with the cable company. Whatever you do, realize that you need to reach the same people over and over again and that frequency spread too thin probably wont work. I like to be in the same shows or on the same channels for a long period of time. After several experimentations I think I am personally happiest with fewer, more expensive, time-specific spots. That has been the best for me on TV and radio.

Darryl Baskin
Tulsa

Actually, radio is easier to test, gets a faster result and is easier to track. That said, TV is a FAR more powerful medium.

On both radio and TV we use ONLY news. If radio use AM talk and if TV, use NEWS. AM, mid day and early evening are the best. Stay away from 10 PM news, as it is WAY too expensive (for the result). It isn't the cost per spot but the cost per person reached and early morning (for TV) produces the biggest bang for the buck. We use only broadcast TV (network stations) but Pat Hiban has done very very well with cable. If you want to hear what we have on the air (radio and TV), you can access both here:http://www.nohasslelisting.com/RadioandTVADS.html

To specifically answer the original question you want to use ad copy that is tested so you aren't testing your ad copy - but only the station's results. If you are going to be on camera it is VITAL you have someone with you to make sure you smile and have good delivery. People who "work in TV production" tend to have a stable horse mentality and will want to wrap it up right away and "everything is good". I've had people use my ad copy word for word and still flop -based on poor delivery. One Re/Max agent in Tucson (now the # 1 agent in Tucson) www.wiselisting.com - first did an ad based on mine that once I saw it told them it was horrible. An attractive, nice person who then looked on screen like someone who was so stiff it hurt. It isn't just what is being said but HOW it is said. This is a big part of why Pat Hiban is so successful with his TV ads.

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russell shaw
nohasslelisting.com