When teaching advertising professionals how to write more effective radio commercials, I spend far too much time re-educating people who have been told never to begin a commercial with a question…and especially a “yes/no” question.
Because I’ve written about it previously, I won’t repeat my explanation of why that “conventional wisdom” is anything but wise. But one reader begs to demur:
“I have a quick comment on Yes and No questions. Although what you say is true— that we are interested in targeting those people who would answer YES and want more information — I am of the belief that in everything a radio station does, you want to do your best to not unnecessarily turn away the rest of your audience.
“When you think of all the interesting ways there are to start a spot, it seems to me a Yes or No question that tunes out most of your audience is not a good thing.”
My Reply
If you work for a radio station, when you are crafting a commercial for a client you are not allowed to worry about turning away non-targeted listeners. Your job is to maximize the desired impact of that one commercial only (while adhering to the standards of the radio station).
In the world of Direct Mail (a term generally applied to sales pitches delivered via postal mail), the two most important factors in the success of any campaign are:
The offer (the contents of the “commercial”)
AND
The list (the people to whom the offer is being made).
Of those two factors, which do you suppose is more important?
Surprise — it’s not the offer. The single biggest determining factor in the success of a direct mail campaign is how well targeted the list is. A mediocre sales pitch delivered to the right list will far outperform a great sales pitch delivered to an inappropriate list.
In other words, the more precisely targeted the list, the stronger the response to the offer. And the more precisely a radio commercial identifies its target audience, the stronger the response will be to an appropriate sales message.
Having said all that, I’ll repeat:
I am not suggesting that you should begin a commercial with a “yes/no” question. But if early in your career you were taught an iron-clad rule against ever asking a question to which a listener might reply, “No,” you were taught wrong.
Here’s a real-world example from one of the best-written commercials I’ve ever heard. Not an award-winner, to be sure. (There are no jokes and no “sound design.” All it does is deliver a very effective sales message.)
UNITED HEALTH PLAN FOR SENIORS
Do you qualify for Medicare? Maybe a loved one or someone you
know qualifies for Medicare. If so, then you’re probably aware
that Medicare in many cases will not cover all your medical
costs. That is why you should call and inquire about United
Health Plan for Seniors. United Health Plan for Seniors is a
special plan for Medicare beneficiaries. United Health Plan for
Seniors provides quality health care services beyond what
Medicare covers at no additional cost. Your golden years should
be the richest and happiest time of your life, without worries
over costly medical bills….
The first two lines of that commercial “qualify” the audience. If you do not qualify for Medicare and there is no one close to you who does, this commercial simply is not for you.
And why should the advertiser pretend otherwise?
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good comment
Very true Dan. The opening line whether a question or not should determine the target audience immediately. I think one of your Copywriting master class teasers mentioned: “…To appeal universally you must talk specifically”.
I think that says it all.
Good point, but I have heard many beginning with a question…
QU topic determines whether a question will register greater listener numbers or fewer. Then how the question is phrased applies. A Q they want answer to?
Recently Dan’s copy “contest”. I asked a Q that EVERYONE would answer affirmative to, thus listen to 100%. Save cash on gas for life? Duh. Listening. To ruin it you have to try.
Dan said qualify the audience. A “hey you!” that includes the most possible is good. Who, then underlying why (hope/fear/greed etc)…. Read More
Think reading retention scores. It matters and you remember. Exposure = noise, not memory data. Who What When Where Why and How.
The Medicare example is about what we ought to be, too. Good.
The first line is like knocking on a door. What you say then determines a lot. Qualify them and don’t disqualify them and the door is wide open unless you tell them it can’t be.
Store Salesmen are copywriters person by person.
I do strongly believe that you should never open a commercial with a question. It is a natural reaction by most people to answer in the negative and so turn off subconciously
QU topic determines whether a question will register greater listener numbers or fewer. Then how the question is phrased applies. A Q they want answer to?
Recently Dan's copy "contest". I asked a Q that EVERYONE would answer affirmative to, thus listen to 100%. Save cash on gas for life? Duh. Listening. To ruin it you have to try.
Dan said qualify the audience. A "hey you!" that includes the most possible is good. Who, then underlying why (hope/fear/greed etc)…. Read More
Think reading retention scores. It matters and you remember. Exposure = noise, not memory data. Who What When Where Why and How.
The Medicare example is about what we ought to be, too. Good.
The first line is like knocking on a door. What you say then determines a lot. Qualify them and don't disqualify them and the door is wide open unless you tell them it can't be.
Store Salesmen are copywriters person by person.
Are You Sure? 9 out of 10 Doctors who prefer radio commercials recommend… Have a great day Oh mentor of mine.
when I hear a spot like that, I usually answer out loud sarcastically the opposite of what the spot expects me to say. They’re annoying, stupid, and a bad cliche that’s used all too often.
Are You Sure? 9 out of 10 Doctors who prefer radio commercials recommend… Have a great day Oh mentor of mine.
“But if early in your career you were taught an iron-clad rule against ever asking a question to which a listener might reply, “No,” you were taught wrong.”I’m usually very suspicious of an “iron-clad” anything. There’s always an exception(s) to any rule. Why limit our toolbox?
However, I think in dan’s example, it’s a perfect example of when you do use a qualifying question to focus your reach. I’ve heard too spots with more then just the one qualifying question off the top.
There’s also the actual question asked. Again, a perfect example of asking the right question.
Ultimately, while questions off the top aren’t necessarily a great thing, it’s far from iron clad.
It’s SO DANG EASY to write these spots with a compelling opening statement instead of the stupid, “Are you–Do you–” turn off! Give me the account–please!