Earlier this month I issued a Radio Advertising Challenge, to write a radio commercial for an auto body shop based on the minimal facts provided by the client. And I generated a number of headlines that potentially could provide a campaign theme. Here’s an example of one approach.
“CONSUMER HOT SEAT”
ANNOUNCER: Today’s guest on CONSUMER HOT SEAT is Ed Client of ED’S REPAIRS. True or False: You charge more than some other auto repair shops in Smallville.
CLIENT: True.
ANNOUNCER: I rest my case.
CLIENT: But don’t you want to know WHY we charge more?
ANNOUNCER: Not really.
CLIENT: Some shops use recycled parts; we only use the highest quality new parts, direct from the manufacturer. We COULD buy cheaper parts, but in the long run it wouldn’t be so good for our customers.
ANNOUNCER: Yeah, big deal.
CLIENT: We treat your car like the major investment it is. We pay our mechanics more than most auto repair shops, and you can see the difference in their work. Their one job is to take care of your car.
ANNOUNCER: Out of time!
CLIENT: And then there’s our state-of-the-art diagnostic & repair equipment….
ANNOUNCER: Look, consumers want the cheapest prices, period. If the work’s not so good and their cars don’t run so well, they don’t care.
CLIENT: Maybe you’re right. But for people who DO want their cars fixed right the first time by the best-trained mechanics using the best equipment, ED’S AUTO REPAIRS is there for them.
ANNOUNCER: Tomorrow on Consumer Hot Seat: “Doctors who save lives…but charge for their services!”
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Not just a spot but a whole campaign!!