Pitch LabBusiness English
Learning path

Unit 1 — Reading the message

1.2 Decoding the message

Break a message into audience, promise and proof.

Good commercials follow a logical order of ideas. Learn the four parts below, you will use them to complete this activity.

1

Hook

Something that gets the audience's attention.

2

Problem

Something that the customer wants to change or needs.

3

Solution

A product or service that can help with the problem.

4

Call to Action

What you want the audience to do next, for example, buy the product, visit a website, or contact the company.

Example — Volvo

Let's take a closer look at this commercial:

  1. Hook: The car crash.

  2. Problem: Car accidents caused by unexpected situations.

  3. Solution: Volvo's special features: decision-making sensors that help the driver feel safe.

  4. Call to Action: “Stop hoping that you are safe… just know that you are when driving a Volvo.”

Your turn

Decode the commercials

Read the clips from each commercial and drag every clip to the correct element. On a phone, tap a clip and then tap the element.

0/6

Commercial 1

Sleep Well

A commercial for a mattress brand.

Hook

Gets attention

Problem

What the customer needs

Solution

How you help

Call to Action

The next step

0 of 6 commercials decoded — finish them all to continue