This is not my style of delivery.
As a program director, I would wince whenever it would play on my radio station.
It won’t ever win an award.
It’s not “creative.”
You will hate it.
None of which matters to the advertiser.
Why This Radio Commercial Is Good
It immediately identifies the targeted listener.
It gives real-life examples of the kinds of pain their target audience suffers.
It communicates clearly.
It gives a single Call To Action.
It doesn’t talk about the advertiser. It talks about the consumer’s problem. (The advertiser isn’t even identified until 60% of the spot has passed.)
How This Radio Commercial Could Be Better
It should give people a specific reason to call:
“Call now for a free assessment of your financial situation….”
“Call now for a free consultation with a Tax Relief Helpline specialist.”
“Time is not on your side” should be stronger. Do they mean, “The longer you delay taking action, the more desperate your financial situation becomes”?
If so, which of those two sounds stronger to you?
“This the perfect time to build a plan that could get your life back on track.” — Another lazy sentence. Now is the perfect time? Better than yesterday or last week? If they were to use some version of the line I suggested above, that weak sentence could be eliminated entirely.
“Call now…from anywhere in the U.S.”
Big mistake. For professional services, consumers prefer to deal with local or regional businesses.
That line tells the listener, “The Tax Relief Hotline isn’t local. We’re not in any way part of your community.”
Odds are that when you call their toll free number, you’re routed to a local associate or franchisee. But there’s no way for the listener to know that, and saying “from anywhere in the U.S.” destroys any chance of a “local” feeling.
Still, overall that’s a good commercial and I’m quite willing to predict it’s generating a positive R.O.I. for the advertiser.
Even though everyone who comments on this blog probably will focus on how much they hate it.
