Commercials are an important marketing tool for any small business. However, most small businesses have limited funds with which to create and air televised advertisements. To make the most out of your budget, follow these five tips as you produce your commercial.

1. Invest in Quality Audio

Nowadays, many consumers turn their eyes toward their cell phone screens when commercial breaks start playing. Good audio can make them look up and pay attention to your advertisement. Hire experienced voice over talent who can tell your brand’s story and bring your commercial to life. Additionally, include a catchy – but not annoying – jingle in the background.

2. Tell a Story

The most effective commercials do not merely state facts – they tell a story. Try to create an emotional connection with your viewers. They might not remember the detailed facts and statistics presented in your advertisement, but they will remember how you made them feel. For more inspiration, peruse this interview with Pixar writer Matthew Luhn, who explains how to incorporate Hollywood-style storytelling into 30-second commercials.

3. Create a Character

If you are planning a marketing campaign including multiple different commercials, you should create a character who ties them all together. This is especially useful if your product is something intangible or hard to understand. Some of the most famous commercial mascots include Flo the Progressive saleswoman, the personification of “Mayhem” in Allstate commercials, and the GEICO gecko.

4. Keep It Simple

Focus on a single message. You only have few seconds to make a connection with your customer and give them the information they need. Your commercial is not a tell-all info-dump, but rather a first point-of-contact that will drive consumers to your website for more information.

5. Include a Call to Action

After you have delivered your message, include a call to action. Do not assume that your customers know what to do immediately after viewing your commercial; explicitly tell them what to do next. Should they call a number? Go to a website? Visit your brick-and-mortar location? Tell them! To create a sense of urgency, explain why they need to act now rather than later. For example, perhaps they must move fast to get in on a good sale.

An effective commercial can turn your viewers into your buyers. Make an impression that will last by incorporating these five tips into your advertisement. You do not have to spend a small fortune to create an effective commercial.