Often a reader of this blog will post a response that disagrees with something I said. (Unbelievable, I know.)
Usually I don’t offer a rebuttal, because the “Comments” feature doesn’t exist so I can argue with my valued readers.
But sometimes a comment does raise an issue that’s worth further explanation. Which is why I hereby launch this Friday tradition of Responding To Something Somebody Said Somewhere Else On This Blog At Some Time.
A radio station owner wrote:
“We encourage the client to be in the commercial for at least 3 seconds, saying their name and inviting customers to come see them. What happens is their friends tell them they heard them on the air…music to any advertiser’s ears.”
Yes, that appeals to the advertiser’s ego. But is that the promise you made? “Buy an advertising campaign on our station, and we’ll flatter your ego?”
I’m guessing that, instead, you are promising to help increase the client’s business.
Selling the radio advertiser a campaign featuring the client’s voice so that people will tell him they heard him probably is not in the client’s best interest.
It’s as though your doctor has told someone, “You absolutely must lose weight, or you’ll die of a heart attack,” and you sell the guy a pair of trick glasses that makes him look slimmer in the mirror.
