If you sell radio advertising or create radio commercials, here’s an original script for you to hold onto until next Valentine’s Day.
The critique referred to in the video was done for one of my Radio Advertising Advantage Platinum members.
I’m biased, but I think that’s a slam dunk spot both in terms of being able to sell to a client and to generate Valentine’s Day sales.
(Sorry, as promised…This video was available to non-members for only a few days.)
Sorry, this video no longer is available.
But if you’re interested in selling radio advertising to car dealers, this is for you: Car Dealer Radio Commercials
Somewhere, someone is creating radio commercials that are worse than those aired by automobile dealers.
But that somewhere isn’t here.
“Now is the best time” — Anyone who begins a radio commercial with the words (or a close variation thereof), “Now is the time” should never be allowed to write another radio commercial.
“This is Nissan Now.” Oh. Gee, great. Nissan Now. That means so much to the listener.
“A sales event” — At least they’re being honest. It’s a sales event; an event created in the best interests of the dealerships. Too bad it’s not a buying event, which might interest people who…oh, I dunno…maybe want to buy a car?
“with our best deals ever” — So I guess all the other offers Nissan ever has made have ranged from “lame” to “pathetic.”
“Get quality now” — Mumble mumble something about ranking J.D. Powers something….
“Get savings now” — Pretty elegant wording, huh? “Honey, let’s go over to the nearest Nissan dealer and get us some savings!”
“This is Nissan Now” — Thanks for reminding me. Whatever “Nissan Now” is.
“Event ends soon” — (Sorry, we’re not allowed to be more specific. Just “soon,” okay? Trust us.) Of course, while some listeners are thinking about buying a new car, no one in the audience is looking for a sales “event.”
Then comes 15 seconds of weasel words.
And the final words of the spot: The Web address of a place where no matter how badly you’d like to, you can’t buy a Nissan.
And now for a list of all the good things about that commercial….
Best-selling author and Eastman Kodak Company’s “celebrity CMO” Jeffrey Hayzlett insisted on recording this flattering endorsement of my blog.
It’s a bit embarrassing for me, but I guess I just need to learn to accept praise gracefully.
