This is another in my series of brief yet relevant radio job descriptions.
The radio copywriter’s job description:
To motivate the targeted listener to take a specific action.
A successful radio commercial is one that motivates the targeted listen to take that action.
Here’s a handy tool for radio copywriters.
If you’re a radio advertising salesperson, never lower yourself to a discussion of “Cost Per Point.”
If a buyer even mentions Cost Per Point, stop that person right there and say, “Whoa! Our station never sells on a Cost Per Point basis.”
Discuss only impact.
You’re not selling a commodity; you’re selling results. And if you can deliver greater results than the competition, “cost per point” disappears from the equation.
When buyers try to sucker you into a no-win “Cost Per Point” discussion, stop them cold:
“I’m sorry, but our clients have found that ‘Cost Per Point’ is not the best way to buy Radio. We don’t sell ‘radio by the pound.’
“If all you’re looking for is a station that will sell you a bunch of commercials at the absolute cheapest, bargain basement rates, there are some stations in this market that will gladly do so.
“If we choose to work together on your campaign, you won’t just be buying commercials on our station.
“You’ll be buying access to our audience, which just happens to fit your campaign’s target demographic perfectly.
“And even more importantly, you’ll be buying our expertise in marketing your product or service to our listeners.”
This is another in my series of brief yet relevant radio job descriptions.
Radio salesperson’s job description:
To make money for the radio station by producing results for the advertiser.
(P.S. Here’s something for radio account executives.)
Although you might have been taught (erroneously) never to begin a radio commercial with a question, that is not the problem with the beginning of this spot:
News Flash: No one in the audience has the problem of wanting to move to Metro PCS but not having a good enough reason.
I do like the voice over. The VO guy made a valiant effort to make that gibberish sound conversational.
But gibberish it is.
Earlier this week I talked about the importance of a radio commercial selling not feature, not benefits…But results.
Here’s a store window advertisement that doesn’t sell the product; it sells the results.
At first the only product you notice is the dress. But look again — those boots are part of the experience offered by this advertiser.
The experience is presented not from the point of view of a mannequin in the store but in the kind of environment the store’s customers envision when considering making a purchase.
