For the umpteenth time, you can’t remember the security code that lets you drive into the ad buyer’s executive parking garage. So….
Huh?
You don’t know what the heck I’m talking about?
Successful radio advertising intersects common human behavior and experience.
But the situation I just described doesn’t reflect your behaviors or experiences?
Heck, maybe you actually went back and read that opening sentence a second time, trying to make sense of it.
That’s one advantage I have over the radio commercial I’m about to share with you: You came here. Unless you mistyped a URL or your dog accidentally clicked on a link for you, odds are you came here intentionally.
If so, probably you expected to see some words here. So you came prepared to read at least some of the words in this posting.
But — except for people who are “in the business” — listeners don’t come for the commercials. The commercials are an interruption, and for radio ads to reach the listeners’ consciousness they need to grab their attention and establish relevance immediately.
Before you listen to this commercial, take a moment to think about the events in your life that you celebrate.
Birthdays?
Anniversaries?
Graduations?
Christmas?
Hanukkah?
Eid Al-Fitr?
Valentine’s Day?
Groundhog’s Day?
Getting a promotion?
Getting fired? (Hey, sometimes that’s a good thing.)
How about….
If you don’t happen to be an American, let me make this clear: Nobody “celebrates” Presidents Day.
Some people — mostly government employees — don’t have to work on that “holiday.”
But no one celebrates it.
No one ever has said:
“So, what do you want to do for Presidents Day?”
“So, do you have big plans for Presidents Day?”
“I’m throwing a big party for Presidents Day. Wanna come?”
“So, how did you celebrate Presidents Day?”
Here’s how the holiday most often is referred to:
“Has the mail come yet?”
“No, it’s a holiday, remember?”
“Oh, yeah. Presidents Day.”
If nobody “celebrates” Presidents Day, why would any advertiser try begin a conversation with consumers by inviting them to “celebrate Presidents Day” with that advertiser?
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Audio wallpaper.
Love this, especially people “celebrating” President’s Day.
I celebrate Presidents Day… every other Thursday, when the boss hands out more dead presidents. The celebration starts when I realize there might be a few of them left after I pay this month’s bills.
Once again you have given us an example of what has become the norm for many business people. You nailed it. We don’t celebrate President’s Day. It’s not a holiday. Yet look at the firms that have President’s Day Sales and we fall right in line. The key is how to break the cycle.
It’s 5/3/12 and I just read this post, moments after receiving some client copy that says “Celebrate Memorial Day!”
Yeah, gonna have to fix that. Thanks for the reminder.