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Copywriting Clinic - Car Dealership TV Commercial

By Apryl Duncan, About.com

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Customer Testimonial

As mentioned before, this is the first time we're hearing the name of the dealership, 19 seconds into the 30 second script. Since the only video is of people talking in front of a white background, this script needs the dealership's name higher up.

Using the testimonial is fine. After seeing this commercial, though, the script loses some of its zing.

The commercial is supposed to be speaking directly to young people with words like "when you become an adult" and "young people are buying trucks." However, the customer testimonial is obviously not a young person. This customer is in her mid-thirties when the commercial's target seems to be car buyers in their late teens or early twenties. This script needs a young, first-time car buyer like the script has set it up for.

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Index: Copywriting Clinic - Car Dealership TV Commercial

  1. TV Commercial for Car Dealership
  2. The First 15 Seconds
  3. Customer Testimonial
  4. Missed Opportunity
  5. Lack of Visuals
  6. Use of Fonts
  7. Next Patient

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