“Don’t touch that dial!”

“Don’t go anywhere, we’ll be right back!”

Television programming used to convincingly guide viewers through a show, and viewers would watch the commercials. But there’s no dial anymore, and when a commercial comes on, you’re already in 15 other places in your browser or on your phone.

Because of that, commercials should have died off with our ability to stream on demand. Instead, they rose to the challenge by providing content that’s almost as entertaining and addictive as the shows they interrupt. They do this by sticking to the fundamentals of good sales and good storytelling.

For that reason, commercials are like free mentorship for anyone in sales. Don’t skip the ads: They will teach you how to make people laugh, cry and, most importantly, how to hold their attention. A person’s attention is the most precious currency in the digital age.

Here are a few important takeaways from commercials both on- and off-line, including the cult favourite: late-night infomercials.

Read on at SalesForce Canada.

Written by Charlie