Opening paragraph of an article in a national business magazine….
“What does it take to be a marketing expert? If expertise is all about familiarity, then just about everybody in America qualifies.”
Um, I hate to break it to that magazine, but expertise “is all about” understanding, not familiarity.
The bane of radio advertising, in particular, is that everyone is “familiar” with it.
Radio commercials are just words, mostly.
And because everyone can speak, everyone assumes they can create a radio commercial.
So they do.
The truth is that anyone can create a bad radio commercial.
So they do.
Radio won’t begin to garner a larger percentage of the overall advertising dollar until it earns it — by giving up the indefensible practice of allowing its commercials to be written by anyone, no matter how unqualified.
That includes clients who don’t have a clue but are encouraged to write their own spots….
Salespeople who have been taught how to sell advertising but have absolutely no advertising education or expertise….
And production people who love playing with the cool toys but have never read even one book or taken a single course in advertising.
But I don’t blame those clients, account executives, and production geeks.
I blame those radio owners and managers who don’t care enough about their clients’ welfare to set higher standards.
Why is there so much bad radio advertising?
Because our industry allows it.