This is the fourth in a series of articles helping account executives educate their radio advertising clients enough for the clients’ commercial campaigns to succeed.
Don’t Claim; Prove
You say your car dealership is friendly and 100% service-oriented?
I don’t believe you.
One of your customers talks about what a pleasure it is when she takes her car in for servicing?
How clean & comfortable the “customer’s lounge” is, complete with freshly brewed coffee and homemade cookies?
And how your staff offers to give her a ride to work while her car is being tended to?
And she uses real language, not clunky, fake advertising-speech?
And she’s really talking, not reading?
And we’re told her full name and her occupation?
I might believe her.
No, I’m not suggesting all of commercials should feature customer testimonials.
Yes, I am suggesting that you need to do something to enable listeners to believe you.
