Your small business is doing great — so great, in fact, that you and your marketing team deem the time is ripe for your very first television commercial. In a few days, you have a script and video cameras, and in a few more days, you have a fully edited, three-minute message ready for prime time. Yet, instead of hordes flocking to your business, you get a few chuckles about your goofy ad — or worse, you don’t hear anything at all.

This situation is all too common among small businesses who are trying to break into television advertising. Commercials are much more complex than you think, and they take much longer than a week or two to create well. If you want to see real results from your company’s first video, you need an intricate plan and the right tools for the job. At the very least, you should avoid these five mistakes that always lead to an embarrassing ad.

1. Trying to Do It All Yourself

I don’t know what your business is, but I can pretty confidently guess that you aren’t in the video production business. However, you probably still harbor some certainty that you could craft a stunning commercial without any help. Sorry to burst your bubble — you can’t.

Creating an eye-catching, attractive video of any length is surprisingly hard. First you have to write a script that maintains your message without clichéd aspects. Then, though cameras nowadays might seem point-and-shoot, you probably lack intricate knowledge of lighting and sound to capture high-quality, usable footage. Even if you manage to obtain workable film, you have complex editing software to contend with. To put it simply, you will have a better end result if professionals are both in front and behind the camera. From a commercial makeup artist to actors as well filmmaking and film editing professionals, without experience and skill your commercial will be messy and unappealing in more than one way.

On the other hand, studios, like this Tampa video production company, are devoted to understanding the particulars of excellent video-making. They usually have portfolios you can browse through to ensure their work aligns with your vision, and you can collaborate to achieve a desirable result. Though it may cost more than going it alone, you are sure to see positive results when you hire professionals.

2. Moving Too Fast

A few minutes of writing, a few hours of shooting, and a night of editing, and then, you have your commercial, right? A commercial is not created in a day. Truthfully, it takes at least a few weeks and up to a few months to produce a short advertisement that is both effective and attractive. You should never accept your first attempt at any creation, especially something as critical as a television ad. Your script should be well-thought-out, workshopped, and perhaps even reviewed by clients before you commit it to film.

3. Copying Another Brand’s Image

You may love that commercial with the talking baby, but that doesn’t mean you should include the same gimmick in your TV ad. You want your commercial to align wholly with your business’s brand in every way; using similar images and jokes will only inspire confusion among your target audience and discourage them from seeking out your business. Your ad should be as unique and memorable as possible for the best results.

4. Forgetting the Call to Action

Your television viewers will likely see your ad once amidst a barrage of other catchy commercials, so you have only a limited time to make an impression. Your commercial could have everything — beautiful colors, hilarious jokes, memorable music — but it won’t generate a line out your door if you don’t include a clear call to action. It could be as simple as “Call today!” or as complex as “Visit our website for special offers on your next purchase!” just as long as it gives your viewers something to do with their newfound knowledge.

5. Failing to Research Your Target Audience

Your work isn’t over when you have your commercial clip in hand. Your business’s products and services have key demographics — young/old, male/female, renters/homeowners — and you must cater to these demographics with the placement of your ad. Different people watch television in different ways; you must fully understand how, when, and what your audience watches so you can potentially garner the most clients from your commercial.