I just got off the phone with the guy who taught the guy who taught me how to create iPhone apps.
I went from “Yeah, right, like I could ever create an app” to “Hey! My app just passed 5,000 downloads in 40 countries!”
This guy — let’s call him “*Mr. X” (*not his real name) — gave me a sneak peak of some the training videos he’s made that teach not just “how to make apps” (even if, like me, you can’t write a lick of code)…
…but which also teach how to build a real business either as a steady income source or to sell for a big payday.
My Review of the Videos: I loved ’em. And I can’t wait to see the rest of the series.
I’ll be making the free training videos available to everyone on the “Dan Saves Radio (People)” list.
As an experiment, stop the audio player after the ad’s first sentence. Then imagine what kinds of information you’ll learn during the rest of the commercial.
You played just the first line, right? Okay, now play the rest of the radio commercial.
The opening line promises to share some “amazing” information with us regarding the amount of food our family goes through in a single day.
Okay, I’m intrigued.
Is it X number of calories, which converts to enough electricity to power Y number of light bulbs for Z hours?
Is it twice as much as the amount of food a typical American family consumed two generations ago?
Here’s the “amazing” information: Our family has breakfast, lunch, dinner, and snacks.
Wow. Who knew?
Hint: An insipid, inane opening line does not encourage the audience to keep listening. Which is why so few of them ever will hear the rest of that commercial.
The latest issue of my Radio Advertising Letterfeatures two exceptionally valuable tools for helping to define a new commercial campaign, plus a sly method of making sure your station gets all the credit it deserves for generating “remote broadcast” attendance.
This posting is for subscribers to add their own comments….
A while ago, in response to my critique of a radio commercial, someone posted a comment on this blog:
“Why waste time on this subject? Nobody listens to radio commercials anyway.”
“Nobody listens to radio commercials” is the symptom, not the disease.
The disease is:
“Most radio commercials aren’t worthy of the attention of the radio audience….So most people don’t pay attention to most radio advertisements.”
Someone else responded to my statement that radio personalities should identify themselves frequently on-air:
“Nobody cares what the DJ’s name is in the first place.”
If you have a radio host (not just a robotic time/temp/backsell “announcer”), that person’s job is to establish a human connection with the listener.
Individual “names” are not a natural phenomenon; they are an invention of human beings. “Names” are a social tool used to help maintain and manage relationships.
When listeners form a bond with a particular radio host, they want to know that person’s name.
If listeners perceive the jock only as a disembodied voice and not as a person, then it probably doesn’t even occur to them that that voice has a name.
And that’s a symptom of bad programming…not the disease.
