This is the third of a 6-part series of Secrets of Radio Advertising.
The More You Tell, The More You Sell.
Here’s how you “tell more” in print advertising:
You give as much information as possible.
You use a “shotgun” approach, attempting to cover as many as bases as possible.
You might throw out 120 different reasons for the consumer to act on the sales message, hoping that one of them hits.
Here’s how you “tell more” in radio advertising:
You spend as much time as possible on your one, single core message.
By core message, I mean the one thing you want your target audience to hear, to understand, and to remember.
One — and only one — core message. Again and again and again and again.
