The opening line of a radio commercial has two goals:
• To get the attention of the targeted consumer
• To get that targeted consumer to listen to the next line of the commercial.
Most radio commercials fail. But not this one:
If you don’t experience “hot flashes,” odds are you won’t stick around for the second line of that radio commercial.
Which doesn’t bother this advertiser at all, because no matter how good the commercial is…
You ain’t gonna be buying.
But women who are bothered by those menopausal symptoms? They’ll continue to listen.
See, it’s really not that difficult, is it?
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Done and done.
Hi Dan – What a surprise to find one of our ads profiled in your post. Your readers may be interested in knowing that this is one of over 35 different ads we’ve tested for this campaign and it is doing quite well.
Over the thousands of tests we’ve conducted, we’ve found that the opening line is one of the key ingredients for a successful direct response radio ad. Simple fact, but difficult to execute on – remember, everyone else who knows what they are doing is trying to grab the listeners’ attention, too.
Dan!
Ever since taking your class I knew good things would come of it.
While I cannot take credit for the genius of the writing, I am the voice of that commercial and am happy to work with the very clever people at Strategic Media.
Hope you’re doing well,
Heather