The current issue of my Radio Advertising Letter discusses:
• The best question(s) to ask before creating a new radio advertising campaign
• How to solicit helpful client feedback
• A critique I did of a radio commercial submitted by an advertiser.
This post is for my subscribers to use to add their own comments, thoughts, rejoinders, etc.
Comments on this entry are closed.
In an interview, a client will often put forth what they think is unique about their business, but it sounds trite. Rather than write off their comment as meaningless to listeners, I’ve been asking “Give me an example of a horror story–real or hypothetical–from one of your competitors who DOESN’T have this unique advantage.” In almost every instance, the horror story they tell is real, and paints a more dire picture of NOT using their business than I could ever have imagined…which instantly becomes the basis for a powerful commercial. Once more fully explored, this often helps to unlock their USP.
Dan. This was an excellent news letter and provided excellent copywriting tips and reccomendations for sales reps and copywriters. My best and thank you for the continuing sales/copy writing education!
Excellent issue! The collecting data for ad writing is great!
How about this: Runners on first and second, none out, waiting to insert a mid-inning station ID to be followed by a bathroom break, then local commercials at the end of the inning. ID comes, then off to the restroom, and in the middle of business, the batter up hits into a triple play. Happened to me, but only once.
gonna pass it on to the sales reps , re finding the USP
#126: thank you for the insight and instruction.
Great newsletter Dan, one of the best yet. Unfortunately, here, it’s policy for the client to see all scripts before the spots are produced. And more often than not aesthetics dominate whether the spot gets approved or not. They don’t like the music, the didn’t like the voice, the spot wasn’t funny enough.
Luckily, we live in a city of 110,000 people, each and every one of them radio writers, producers and voice talent. Or so they think.
RE: “is it good?” Thanks for newsletter showing a different aspect of doing commercial production. In an ideal world, that’s exactly what we would do. Unfortunately, in the real world, salespeople ALWAYS defer to the client for copy… ALWAYS… because they don’t have any confidence in their abilities to write a damn thing.
@Tom: And why should they? They’ve been received no education in how to create radio advertising that works. Of course they have no confidence in their own copywriting abilities.