Those are the major topics in the current issue of my Radio Advertising Letter.
I’ve created this post for any subscribers who would like to comment, disagree, or illuminate.
"COMPETITIVE PRICES," MATT BISBEE’S MUSIC IMAGING PIECE, PLACEBO ADVERTISING
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Great music imaging promo!
Don’t tell Matt Bisbee, but that’s going on my station Monday morning . . .
Really incredible imaging piece. I’ve never heard WLUP before, but in less than 60 seconds, I have a pretty good idea of what to expect. Very nice.
Wanted top jump in with a couple of comments about Placebo Advertising: First, doctors do, actually, offer flavors that can be added to medicine to make it more tasty. Second, bedside manner is important, too, so a doctor that simply says, “So?” may be offering good medical advice, but may also lose his patients due to a “My opinion matters and your opinion doesn’t” attitude.
Dan, you didn’t dive into ALL the options in that conversation for obvious reasons, but I think it important for the sales person to do the following: 1. Support your case — Re-establish that you are a qualified radio advertising expert and that everything in the spot is there for a reason; 2. Determine exactly what the client doesn’t like and why; 3. Determine if the objectionable part is critical to the success of the spot or if something equally appropriate (and less objectionable to the client) might work just as well; and 4. Have a successful spot and a happy client.
I think that both are possible in many (but not all) cases. I agree that you don’t just say, “We’ll change whatever you don’t like,” but I do think you’ll win a lot of respect from the client if you support your case, yet are willing to consider the objections. It’s your chance once again to prove to the client that you have his/her best interests at heart.
Great imaging but I wouldn’t have repeated the inserts. It remind me of an old KRUD radio cartoon.
https://www.krud.com/toon155.html
rob@rhema
Actually, on the placebo issue, I refused to voice a client written advt once because it sucked mega. I said I would rewrite it so that it worked. He agreed and it out-performed even my exagerated expectations.
NB: Sales exec was not very happy at my refusal and calling the script crap to the customers face. but he was all smiles when the schedule worked.
rob@rhema
‘Conveniently located’, ‘when it’s gone it’s gone’ and ‘experienced staff’ and ‘blowout prices’ are all phrases I refused to allow my clients to use. They balk and freak a bit but when I tell them that ALL of their competitors are saying the same ridiculous thing, they begin to understand. And then, they allow me to do my job – by being creative.
Who thought up conveniently located anyway? How the heck do you know if you’re conveniently located to a potential customer?
Hi Dan,
Great post about “Competitive Prices.” One more reason the term should never be used is that listeners literally laugh at this reference now, as if to say…”You got nothin’.” No client wants to be perceived as having nada.
My 2 cents worth.
Pat Cugliari
Creative Director
Astral Media Radio G.P.
‘Competitive prices’ constitutes script filler right up there with ‘friendly knowledgeable staff’. Employing such cliche’ drivel in today’s marketing playground isn’t very savvy. But when salespeople/media buyers are allowed to write the copy…
Re: ‘Placebo’- When it comes to getting results there is a delicate balance that must be achieved between what we know about our business, and what the client ‘thinks’ they now about our business.
I have used a similar medical analogy in convincing clients to discard cliche’ ridden copy they have written for something truly original that I have created: If I accidentally chop off my finger, I will go to the ER to fix the problem, trusting that a surgeon there will competently re-attach it because he/she is accomplished in doing so. I, with NO experience in such matters, would not try to sew it back together myself.
The client is using us to fix their problem. Of course their opinion matters…but who’s opinion is more likely to sew results?
@ Corey Nice play on words at the end of your post.
Dan said “As a radio advertising professional, your job is not to make the
client happy. It’s to make them money.”
I agree. And I love the comments made in his Advertising Letter.
However, radio is a business, and like it or not, our clients have to be happy or they’ll go somewhere else.
I’d love to run the spot I know will get results for the client no matter what their opinion, but then I’ll be out of the job.
I like the sentiment, but it just doesn’t fly in the real world.
I agree that “competitive prices” means nothing to the consumer, however, some cliches that routinely get panned here are often the best way to state your case, which is probably why they’re used so often. We’re supposed to reinvent the wheel?
sherywrites points out:
“Conveniently located.” Well, I have a client whose store is right between the two cites of this radio market; nearly an equal drive from both. Sounds “conveniently located” to me and probably to the consumer, too.
“When it’s gone it’s gone.” Give me a better way to let the consumer know that this is a limited inventory and will not be re-ordered, so they’d better come in today.
“Blowout prices.” What if it’s part of a “Blowout Sale?”
The fact is, most of the “regular” people I know use cliches in their everday talk. Aren’t we communicating with them more effectively if we speak in terms with which they identify?
Just asking.
somewhere in the middle of the imaging spot … it became confusing. there were several instances that the announcer or character voice were ontop of the singing voice in the music.
even if made distinct by properly leveling and EQ … it creates confusion. the listener’s attention becomes divided between two different thoughts.
don’t put a human voice ontop of another voice if the ideas being communicated are different … even for just a few milli-seconds.