Just Because You Own the Business Doesn't Mean You Should Star in the Commercial
Sometimes the best thing you can do for your brand is step out of the spotlight.
We've all seen them. Those local commercials where a business owner stands awkwardly in front of the camera, stiff as a board, trying desperately to remember their lines while looking like they'd rather be literally anywhere else.
And here's the thing. Their business might be AMAZING.
They might have incredible products, beautiful projects, a talented team, and years of experience. The commercial might even feature fantastic footage showcasing all of that.
But nobody's paying attention to it.
Why? Because we're all watching the owner struggle through their 15 seconds of fame.
Your Commercial Should Sell Your Business, Not Your Discomfort
There's a reason professional actors, voiceover artists, and on-camera personalities exist. Being comfortable in front of a camera is a skill, and it's not one that comes naturally to everyone.
And that's perfectly fine!
You can be an incredible contractor, someone who designs custom closets, restaurant owner, attorney, or entrepreneur without being a great television personality.
The problem starts when someone decides that because they're the face of the business, they also need to be the face of the advertising.
Suddenly, what could have been a beautiful commercial showcasing stunning renovation projects, delicious food, or impressive work becomes a painfully awkward presentation.
The audience isn't thinking about hiring you.
They're thinking, "Wow, that guy really doesn't want to be on camera."
And just like that, you've lost them.
Great Footage Can't Save a Bad On-Camera Performance
Imagine a roofing company with incredible drone footage of completed projects, crews hard at work, and gorgeous before-and-after transformations.
That's fantastic material for a commercial!
Now imagine cutting back every few seconds to the owner standing uncomfortably in front of the camera, speaking in a monotone voice, awkwardly delivering lines that sound memorized rather than natural.
What do you remember when the commercial ends?
Probably not the roofs.
You remember the awkward guy.
And that's a huge missed opportunity.
The whole point of advertising is to make people remember your business for the RIGHT reasons.
Authenticity Is Great. Forced Authenticity Isn't.
Now, don't get us wrong. We LOVE featuring business owners in their advertising when it works.
Some owners are naturally charismatic. They're funny, passionate, engaging, and genuinely comfortable talking about what they do.
Those people can be advertising gold.
And you don't have to look like a polished television host to connect with an audience. Sometimes a little imperfection makes someone more relatable.
But there's a big difference between being authentic and being visibly uncomfortable.
If someone looks terrified, sounds robotic, or delivers every sentence like they're reading a hostage statement, putting them on camera isn't helping their business.
It's distracting from it.
There Are Better Ways to Tell Your Story
If you're not comfortable in front of the camera, that doesn't mean your personality or expertise can't be part of your advertising.
There are plenty of other ways to make a commercial feel personal:
- Use a professional voiceover. Let the visuals showcase your work while an experienced voice delivers your message.
- Show your team in action. Real footage of people doing what they do best can be far more compelling than someone standing and talking.
- Try an interview format. Some owners are fantastic when they're having a natural conversation instead of memorizing a script.
- Let your customers do the talking. A genuine testimonial can be incredibly powerful.
- Focus on the work itself. Sometimes the best commercial is simply beautiful footage, great music, and a strong message.
And if you really want to be in your commercial? Work with a production team that knows how to make you comfortable and bring out your personality.
The goal isn't to make everyone look like a professional actor.
It's to make sure the message connects.
Don't Let Your Ego Get in the Way of Your Advertising
This might be the hardest part.
We get it. You've built the business. You've poured your time, money, and energy into making it successful. You're proud of what you've created, and you want people to know who's behind it.
You absolutely should be proud!
But owning the business doesn't automatically make you the best spokesperson for it.
A good marketing team should be willing to tell you that.
Not because they don't believe in you, but because they do believe in your business and want the advertising to be as effective as possible.
Sometimes that means putting you front and center.
And sometimes that means letting your work speak for itself.
The Bottom Line
You have a limited amount of time to grab someone's attention in a commercial. Don't waste those precious seconds making viewers uncomfortable right along with you.
If you've got beautiful footage, great projects, fantastic products, or an incredible team, SHOW THEM OFF!
Make people remember what makes your business special.
Not how awkward you looked telling them about it.
At River City Advertising, we believe great marketing isn't about putting someone in front of a camera just because they own the company. It's about finding the most effective way to tell their story.
And sometimes, the smartest marketing decision is knowing when to stay behind the camera.
Ready to create advertising that puts your business in its best light?
Let’s talk about your next commercial.
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