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RADIO ADVERTISING LESSON FROM A BUS STOP BENCH AD

A bus stop bench ad in Los Angeles:

XYZ REAL ESTATE GROUP

We are changing the residential real estate market forever.

ASK HOW!

This is a clumsy adaptation of a classic weight loss marketing campaign:

“I lost 40 pounds on (Product) — Ask How!”

People might ask how you lost 40 pounds.

But absolutely no one (other than a fellow real estate person) ever will ask how you’re changing the residential real estate market.

Whether it’s a sign on a bench at a bus stop or a radio commercial, successful advertising (to paraphrase Claude Hopkins) enters into a conversation the targeted consumer already is having.

Asking people to join a conversation that only you are are interested in having is not a recipe for success.

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