Perhaps I should’ve saved this for Halloween, but….
Years ago I advised a nightclub whose owner insisted on talking about his new $75,000 sound system.
I told him, “Nobody cares that your new sound system cost you $75,000.”
That kinda hurt his feelings, because spending that $75,000 was a big deal to him.
“What will your patrons experience as a result of your new sound system?”
“A state of the art audio system!” he enthused.
“So? How will that affect your patrons?”
“They’ll enjoy the music more.”
“Why?”
(Exasperated) “Because it’s a brand-new $75,000 system!”
“Why does that mean they’ll enjoy the music more?”
“Look, at most clubs you’ve got the deejay on one side, separated from the crowd…even if it’s a small space. The music comes at you from the ceiling. But with this system, the floor literally vibrates to the music. It’s like…like you’re not dancing ‘to’ music; you become part of the music. It’s extraordinary. That’s why I spent $75,000 to buy —”
“Don’t tell me the name of the system.”
“Why not?”
“You’re not selling the audio system. You’re selling the extraordinary experience of becoming part of the music…and, I’m guessing, part of the entire crowd on the dance floor?”
“Exactly!”
We filled the club with our radio campaign.
Today’s Lesson That Applies To All Advertising Media
Talk to your prospects about things they care about, in their language.
Here’s a huge sign over a local dry cleaning establishment….
There might be dry cleaning customers who are looking for an establishment that uses “environmentally conscious” equipment and materials.
But there isn’t a single “civilian” anywhere who is looking for an establishment that has “the latest state of the art DF-2000 dry cleaning and special wet cleaning systems.”
Is it possible that DF-2000 paid for part or all of that sign? Yes.
Even if the store got the sign for free, would they have attracted more customers by paying for a sign that gives people a reason to want to patronize that store? Yes.
A Loyal Reader Writes:
I received a request for audio for the following scripts:
“I am in need of male and female ‘listener next door’ voices for these listener comments. Sincere and conversational please.
“Female:
“ ‘You guys do a great job! I’m glad the days are getting longer everyday, so we can listen more.’
“ ‘I love all of you guys. The music mix is good. The contests are fun. I really appreciate the care and concern you show for each other & the listeners.’
“ ‘I listen almost all day through the week 7:30 AM – 5:30 PM. I can’t imagine not having Radio X. Thanks for all you do!’
“ ‘Male:
“ ‘My wife and I really love our radio station, and we’re proud to be able to support it.’
“ ‘I love all your programs — whatever I turn on throughout the day ministers to us in some way. Thank you!’ ”
I’m not going to follow through because I believe this to be unethical, however, my question is, is it legal?
…and believe me, the fact that this is a non-profit religious station asking to have these recorded by paid VO talent is not lost on me.
Not being qualified to dispense legal advice, all I can do is take a guess based upon my understanding of Federal Trade Commission regulations.
Last year the FTC issued pretty strict guidelines forbidding faked “testimonials” or “reviews” of commercial products. These are aimed, in part, at online reviews. A company that has its employees pose as delighted customers sharing their wonderful experiences on TripAdvisor.com or Yelp.com, for example, now is in violation of FTC regulations.
The legal (not ethical) loophole here might be the station’s “non-profit” status. On the other hand, the radio station probably solicits donations. The FTC might be interested in the use of false testimonials to influence people to donate.
It might also be argued that such testimonials are designed to provide “social proof” to help increase overall listenership. If some of those listeners are obtained at the expense of competing radio stations, might the FTC be interested?
So to answer your question directly: I don’t know if it’s legal.
“Ethics,” of course, are subjective. So I can’t objectively state if the practice is ethical or not.
But I do propose this test for anything a radio station does in a deliberately misleading manner:
“If your listeners were to find out what you are doing, would it damage your radio station in their eyes?”
Example #1
“Hey, did you know the radio station actually records all of those phone calls from listeners in advance, even though they sound live?”
Probable Listener Response: “Really? Huh! I never knew that.”
Damage To Radio Station: None
Example #2
“Hey, you know that redneck farmer who calls in to the morning show every week? That’s not a real farmer. That’s actually Ed Jock, changing his voice.”
Probable Listener Response: “You’re kidding! Wow. I never would’ve guessed.”
Damage To Radio Station: None
Example #3
“Hey, you know all those people you hear on Radio X, talking about how it’s their favorite radio station and how much they love the music?” (And for the station mentioned above: “…and how they appreciate the way it ministers to their spiritual needs?”)
Probable Listener Response: “What??? Those liars.”
Damage To Radio Station: Substantial
I wouldn’t be surprised if some readers take issue with my analysis. But again I pose the question:
“If your listeners were to find out what you are doing, would it damage your radio station in their eyes?”
