A Loyal Reader Writes:
“I have a problem with a customer we had on the air for many years.
Either we didn’t do our job and build a commercial that would bring
customers in the door or the product that our client was selling was
too expensive or of no interest to our listeners; at any rate he
dropped his radio advertising budget.“After about two years of banging on his door he has finally decided
to do something with us again, but only if he can get results.“Normally I can build a commercial that gets noticed and that people will comment about and the customer is pleased, but this business has several obstacles that I can’t get past.
“First of all he has one of the highest priced auto repair shops in the
area; he uses the highest quality parts with a small mark-up and his
labor is high.“He is very detail-oriented and uses gloves when he works on your
vehicle and even goes so far as putting a plastic slip cover over the
seat and steering wheel as to not get grease inside the car.“The shop has the newest equipment and is very clean.
“We have used all of the above items in his commercial before, and
I’m not sure if we should just come right out and say that you pay
more and get more. What would you do?”
Naturally, I wouldn’t attempt to write a commercial without getting a lot more information first. But the “obstacles” you refer to clearly should form the basis of his entire campaign.
The commercial’s job is not to get noticed; it’s to drive customers to his repair shop.
What type of customer is likely to patronize this sponsor?
Well, many people will choose the absolutely cheapest mechanic.
Those People Are Not Your Prospects.
You want to target your message to the people who take great pride in their car’s appearance. Car owners who are greatly motivated by price aren’t likely to patronize this place anyway, so forget about them.
For readers who are familiar with my Guaranteed 5-Step System For Creating Radio Commercials That Get Results, here are some sample headlines (i.e., the opening line of the commercial) we could use to launch some spots.
(You don’t have to have been taught my system in order to use the headlines, of course.)
YOU’RE GETTING RIPPED OFF BY AUTO BODY SHOPS THAT CHARGE LESS THAN ED’S AUTO REPAIR!
SOMETIMES, THE CHEAPEST AUTO BODY SHOP TURNS OUT TO BE THE MOST EXPENSIVE.
YOU SHOULDN’T HAVE TO WASH, WAX AND VACUUM YOUR CAR EVERY TIME YOU LET YOUR MECHANIC TOUCH IT.
IF YOU WANT YOUR CAR TO GET THE VERY BEST TREATMENT IN SMALLVILLE, THERE’S ONLY ONE PLACE TO GO.
WOULDN’T IT BE NICE IF YOU DIDN’T HAVE TO BE SURE TO WEAR OLD CLOTHES WHEN YOU DRIVE YOUR CAR HOME FROM YOUR AUTO MECHANIC?
I’M SICK AND TIRED OF SEEING SMALLVILLE CAR OWNERS ALLOW SOME DIRTY, CARELESS GREASE MONKEY MAKE A MESS OF THEIR TREASURED AUTOMOBILES!
WHEN YOUR CAR NEEDS FIXING, YOU CAN TAKE IT TO A SUPER-CHEAP MECHANIC WHO CUTS HIS PRICES BY USING THE CHEAPEST PARTS & LABOR HE CAN FIND. OR YOU CAN PUT YOUR FAMILY’S SAFETY IN THE HANDS OF SOMEONE WHO WON’T SETTLE FOR ANYTHING LESS THAN THE BEST FOR YOU.
I ACTUALLY THOUGHT THAT AFTER THE MECHANIC IS DONE WORKING ON IT, YOUR CAR IS *SUPPOSED* TO LOOK LIKE A MESS…UNTIL I TOOK MY CAR TO ED’S AUTO REPAIR.
IF YOU TAKE PRIDE IN YOUR CAR, YOU DON’T WANT TO LEAVE IT IN THE HANDS OF SOMEONE WHO JUST DOESN’T CARE.
IF YOU CAN FIND A MORE EXPENSIVE AUTO REPAIR SHOP THAN ED’S, ED WILL RAISE HIS PRICES!
Does at least one of those headlines spark an idea for a commercial? The hardest part of writing is starting. When you don’t know where to begin, just start writing some headlines. Soon your only problem will be stopping.
For a great resource of headlines, check out COMMERCIAL EMERGENCY.
Meanwhile, would any intrepid readers like to take one of those headlines (above) and turn it into a full-blown commercial script?
