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Opening Statements

Anyone who’s worked in advertising will have stories about clients who provide a brief which includes something like: I want a really strong opening – something that will grab the listener’s attention!

Our response is usually a deep sigh of resignation – for a few reasons. Let’s look at the concept of a strong opening and what it actually means.

Thirty Whole Seconds

Firstly, you have 30 seconds to use in a standard ad in Australia. Don’t lose sight of that. An ear-catching opening doesn’t mean you’ll keep a listener’s attention for the duration. In a worst case scenario, it will just annoy them and give you no benefit at all.

At a macro level listeners don’t necessarily hear each ad as an individual entity. To most it’s ads plural, the things that happen when the music and talk stop. You might look at a script on a screen – or in your hand – with 70 to 90 words and a definite start and end, sure. But to listeners they simply flow together. You might want an attention-grabbing start, but a listener is already 30 or 60 or 90 seconds into experiencing an ad break. Your opening isn’t their opening.

What You Say Matters

Most importantly, your message to listeners is what matters. You want the right information to get to the right audience so they can act on it. Branding, call to action, and recall are the elements you need to focus on to deliver an ad with impact and clarity.

A big opening won’t hide weak messaging, and a listener’s attention for four seconds doesn’t necessarily translate into holding their attention for 30.

Will Consumers Remember Your Brand, or Just Your Ad?

Most of us have had conversations where someone tells us about a funny or clever ad – but they can’t remember the brand. You don’t want that to happen to you.

Your opening – attention-grabbing if it absolutely must be – should have a link to the rest of the spot. Selling cars? A fanfare opening doesn’t work organically unless you’re called Royalty Motors or Castle Cars. In the umbrella business? A sudden rainstorm sound effect to open your ad has a clear link, but an unmissable deal will land with listeners whether you use that tactic to grab their attention or not.

The End Matters

Entertainers talk about leaving the audience wanting more. In ad terms, you ideally want to leave your audience wanting something. You want them to visit your website or your socials, or to visit your business.

The strength of your message will determine this. The opening few seconds of your commercial, not so much.