Another great example from a small business

Jane Michel is one of the most inspirational business women I know. Her diet delivery  company, Jane Plan, is growing fast thanks to her clear vision and her drive and determination. She has just released her first TV advertisement and I think it is a model any small business can follow for a TV advert or website video.

Here’s the ad:

So what makes it so good?

  1. The opening sentence qualifies the target audience and, by asking a question, gains the target’s attention.
  2. By associating herself with the need for a diet Jane positions herself as an approachable expert. If you look at her now you wouldn’t believe that weight had ever been a problem, she is a great advert for her own product.
  3. What follows is a succinct but clear and benefit laden description of the service. The photographs of the food illustrate the points being made and act as temptation for the interested prospect.
  4. Jane’s input is endorsed by a number of client testimonials, each emphasising a specific benefit of the Jane Plan service.
  5. The advert ends with a clear call to action, ‘Ring now…’ together with an incentive to place a first order.

If I had one suggestion for improvement it would have been to get one or two of her referees to be specific about how much weight they had lost on Jane Plan.

So if you have a sales message to convey in a video or any other form of marketing the following questions will help you plan the content:

  • Who is your target customer?
  • What problem is your product or service designed to solve?
  • What are the benefits and advantages of your product or service for your target customer?
  • How will you convey these messages?
  • How will you add credibility to your message e.g. via testimonials or demonstrating results?
  • What action do you want your target to take and how will you encourage them to act now?

If you need some help to plan your marketing message email Glenda for a free no obligation initial consultation.


2 thoughts on “Another great example from a small business

  1. Hi Glenda,

    Hope all is well

    I always enjoy your posts – in fact yours is the only one I actually look forward to and read.

    Regarding the Jane Michel ad if I recall correctly then It’s contrary to advertising regulations to give specific weights for diet related products. In an advertising context someone may say something like “I met my target” but not “I lost 6kg in 3 months” I think the reason is that people respond in different ways to the same programme therefore any specific promise would not be true for everyone…or something like that.

    All the best,


    • Thanks Anthony, good to hear from you. I’m glad you enjoy reading my blog, I’m always intrigued to know who is reading!

      You make a good point. The rules for weight loss claims are complex and to meet them might have made the testimonials feel clunky. It’s my understanding that it is possible to state a specific weight loss so long as it is made clear over what period it was achieved and that the loss achieved would be deemed as ‘healthy’ e.g. not too fast.

      For anyone wanting to find out more there’s detailed advice at It’s worth pointing out that CAP have various advice schemes designed to help us make sure our advertising is within the code (although broadcast media may not be covered)

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