Before I begin writing a radio advertising campaign for a new restaurant client, I ask the client a series of 44 questions.
Yes, the clients answer the questions. (I tell them upfront that I’ll need to ask them a bunch of questions before I can start shaping their sales message.)
Originally I made this video (minus the special opening effects) for my private member site, Radio Advertising Advantage.
Yes, I know some people will say, “That’s fine in theory. But my clients would never take the time to answer so many questions.”
But for some reason many of our Radio Advertising Advantage members’ clients did answer the questions.
The difference? The account executives, creative directors and/or copywriters asked.
As you watch the video, please remember: I ask these questions naively. I never know which one will provide the breakthrough I need for a new campaign idea.
And I’m never afraid to ask “dumb questions.”
(Sorry, as promised…This video was available to non-members for only a few days.)
Comments on this entry are closed.
Dan – Thanks for another Advantage freebie. I would LOVE to go back to client who are on the air now and ask them these questions. And then, once I write a new campaign for them , assess their real reaction…unflitered by an account rep…to what our conversation helped create. It’s these types of ideas/tools that make me excited to take on a new project. Thanks!
Joe Lomonaco_Rochester, NY
Dan – first of all let me say thanks very much for posting these suggested questions. I follow many different people online in an effort to improve the copy I write. Although almost all of them talk about the importance of “uncovery” to discover concepts and campaign ideas, rarely will they share concrete questions. Secondly, I know I can put these questions to good use — and with a bit of tweaking, not only to generate successful concepts for restaurants — but actually many different styles of businesses. I do have a question though. I can see how these questions could generate at least a few strong concepts for campaigns…so how do you decide which course to take from the answers you get? Do you consider the personality of the client? Are you considering mainly the type of person you are trying to reach with the ads? Are there other factors — or is it a combination of all of those things? Again, thanks for offering me a chance to get some solid questions. I’m sure they will get put to good use!
Craig Roumey
Wave 94-7
Hamilton, Ont.
Again with the head band water device reminded me of rule # 1 “get attention”
Thanks again Dan for 44 “Restaurant rules”
Great stuff – as always! Thanks for letting us into your brain for half an hour. I truly apprecate you giving us a tangible tool that we can actually use. Can’t wait to take it out for a test drive.
Thanks!
Dustin
This is marketing at its best. If you take the time to get lots of the right information, it gives you ideas on how to structure the message and ad campaign, and increases your chances exponentially of getting a great message that has a much greater chance of getting results for the client. And getting results for the client makes him happy that he spent his money with you and increases the chance that he will continue to be a customer of yours. That is the only way to build your advertising business.
Thank you for these questions, the initial insight into the restaurant business to start to do a great job of advertising for a restaurant.
It makes you become a marketer, and a hugely more important advertising salesperson.
@Joe, Ken, Dustin, Tony: Thanks very much for the encouraging words.
And, of course, thanks to the 100+ people who left comments the previous two days.
One more free video for you tomorrow — a great car dealer success story plus a brilliant marketing idea for any auto glass repair shop.
The cool thing about your 44 questions here is that its TIME LESS.
These same questions will work today, next year and 10 years from now! I am stealing.. ahem…using this for my sales folks.
Thanks Dan!
I’ve had this video sitting on my desktop all day, coming back to it between assignments. It’s like Christmas. I’m going to take the list and see which questions I can apply to other clients. And, tomorrow I’ll probably bug the AEs to go get me some restaura(n)teurs!
Important question, now: Where can I get that headgear? Is there a model that comes with a belt? That might be awesome…
@Dave: It’ll be part of my new line of Dan O’Day Casual Wear.
Maybe I should send one to every Radio Advertising Advantage member? Talk about exclusivity….
@Craig: No, I really don’t consider of the personality of the client. My sole focus is on what will best motivate the targeted consumer to act on the specific sales message.
If the single biggest reason most people patronize Restaurant X is its apple pie, I’ll sell the apple pie…and nothing else.
That’s why it’s always important for me to identify the most profitable part of a client’s business — the client’s “money customer,” as I call it.
If the answers to my questions lead to several ideas, I don’t go with the one that’s most “creative.” I go with the one I know is strongest in selling that one core message.
Make sense?
these are great. I hope they will be up through Saturday as I don’t have time to catch them all until then. I’m a production Director for three stations and it’s near the end of the week. I will love sharing these ideas with the sales staff.
Wow! If I can get an Account Rep to ask these questions, I should be able to get ’em to turn in a Production Order on time! Great questions Dan. If a rep or writer couldn’t flush out a truly riveting spot from the info you’d get from the owner’s answers, then it can’t be done. …but maybe if we bribed them with a pair of squirting water glasses….. Dan as always going for an angle that noone else has thought of… Interview the owner and get some amazing stories! There’s a spot lurking in there somewhere!