Heard on an American radio station:
“From one of America’s greatest cities….”
Can it get much lamer than that?
Maybe:
“From one of the best cities in this part of the state….”
Or just:
“From one of America’s cities….”
The “formula” for successful advertising is pretty simple:
Don’t talk about the advertiser or the product until after you’ve made the targeted consumer want what’s being advertised.
This commercial pains me doubly.
1. In my radio advertising seminars, I love playing a Home Depot spot from years ago that does an excellent job of anticipating and overcoming consumer objections.
Whoever created this worthless 30-second blight…Well, I wouldn’t be surprised to hear that Home Depot has brought its radio advertising “in-house.”
2. The one line that best sums up the secret of successful advertising is the oft-quoted, “Don’t tell me about your grass seed; talk to me about my lawn.”
Yet here’s Home Depot, telling us about their grass seed.
Yes, theoretically they talk about “my lawn,” in the middle of the commercial. But by beginning with the name of the retailer and of the product manufacturer and the weight of the bag and the everyday low price, they squander the attention of any prospects in the radio audience.
Sad.
The current issue of my Radio Programming Letter:
• Offers suggestions to a veteran radio personality who feels he’s “hit the wall,” that his show is getting stagnant
• Offers 12 tips for becoming a better radio personality.
This post is for my subscribers to use to add their own comments, thoughts, rejoinders, etc.
The very great Sid Caesar (R).
This was before my time, but Sid Caesar’s reactions just kill me.
Notice how totally committed he is to playing the “innocent bystander” in the audience…until he realizes….
