This is the first of a 6-part series of Secrets of Radio Advertising.
The pioneering advertising copywriter Robert Collier explained that the secret of advertising is to enter a conversation the consumer already is having.
It might be a conversation they’re having with another person; it might be a conversation they’re having with themselves:
“Boy, this is depressing. None of my clothes fits any more. I’ve just got to lose some weight!”
“I’ve got to come up with a romantic gift for my spouse for Valentine’s Day!”
“I know I should make a will, for my family’s protection. But I don’t have any idea who to go to….”
Hint: The consumer is not already having a conversation about the friendly, knowledgeable staff down at Honest Ed’s Automobile Emporium.
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I’ve always felt that the best commercials were a “real”, conversational delivery with my alter ego, the person I want to be, should be , strive to be. Then taking that premise and weaving the client into the “conversation”. Upon pitching the concept to several account execs, they almost always say, but I HAVE to have the convenient location-phone-web-endlessrunonsentence in there too..