I know. You were taught that you should give the client’s name as early and as often as possible.
That’s why we hear so many radio commercials that mention the advertiser in the very first sentence.
That practice is, to quote the Del Vikings:
Here’s the Magic Formula that tells you exactly when to give the radio advertiser’s name for the first time in the commercial:
Only after you’ve made the targeted listener want to know the name of the advertiser.
How do you make the listener want to know who the advertiser is?
By making the listener want the results that the advertiser is promising to deliver.
You’re identifying the advertiser too soon if the listener’s response is, “Who cares?”
You’re identifying the advertiser at the right time if the listener’s response is, “Thank you!”
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I am forwarding this to the entire sales department here.
Any bets on how many of them change their copy writing?
Build the excitement and then tell them where they can buy the excitement:)
Dan, I hear the majors start their ads with their names every day. Who’s writing for them?
The Dinovite folks do a reasonable job of hooking the listener with a montage of snippets from ostensible users of the product touting its virtues, thereby working the name of the product into the commercial naturally and smoothly. But to my thinking their siren song sours when they try to make the insertion of their 800 # and website sound as though they’re part of the “real” customer testimonials. They would also do well to wait until the end of the message, after the listener is sold on the product, to insert the how-to-order information.
I’ll grant them this: the gal who reads the website line is quickly creating an ear worm.