The Creative Underground states that, “Price is not a unique selling proposition. Fans of Hummers and Escalades know these vehicles are expensive gas-guzzlers. Many of us buy a pricier latte from Starbucks when we can get a cheaper cup of coffee from another shop close by. It appears to defy logic. But in reality, purchasing decisions are not rationally-based. They're emotionally-based. That's why price is never really a strong brand position. Price is based in logic, not emotion. And as soon as somebody else comes out with a cheaper product, your so-called “advantage” is lost anyway.”

If price is not a unique selling point, then what is a unique selling point? Better yet, what can I do in my next TV or radio spot that will create that unique selling point? Let's take a peek at a few ideas that while not secrets, are truly not utilized by the average company advertising on radio and TV today.

Practically speaking your end goal is increased sales with a great ROI. What's it going to take to get there? While on the surface, it might seem practical to cut back on production costs and use the in-house voice over guy and the in-house production music, you should be aware that while cutting your production costs to increase your ad frequency, is really to your detriment. Increasing frequency over the quality in your production will yield poorer results than if you had run the ad less often with better quality – It's a fact.

Keep this principle as your number one rule. People buy out of emotions. While ramming your ad a gazillion times a day might make the phone ring, in the end you will have spent far more on advertising than the guy who had a great commercial written and produced and might even spent less with a greater ROI than you. The other fact is that your competitor who spent more on production and a great voice over, now has credibility with the public.

You must consider that your ad needs to impact your buyer on the emotional side whether sad, happy, funny, you name it. Once you have connected with your buyer on an emotional level you will connect on a sales level. You've heard the expression that people buy from whom they like. Here's another cool fact – 98% of the buying public buy from who they think of first. Who are they going to think of first, the company that doesn't stand out but rams out the advertising,? possibly, but more than likely they will think of the company who made an emotional impact with them and buy from that company.

You want increased sales with a great ROI, than start by putting together a great radio and TV commercial that connects with your buyer. Not cheap, cheesy music created by some company claiming to be a music house because they own a computer, keyboard and a mic, but one that has the experience and a deep appreciation for your product or service and one that can truly communicate that with a jingle and production that your buyer can own.