{"id":12524,"date":"2012-05-02T00:01:54","date_gmt":"2012-05-02T07:01:54","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=12524"},"modified":"2012-05-01T19:57:53","modified_gmt":"2012-05-02T02:57:53","slug":"radio-advertising-myth-sell","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2012\/05\/radio-advertising-myth-sell\/","title":{"rendered":"Radio Advertising Myth: “Sell Benefits, Not Features”"},"content":{"rendered":"

Radio commercials should not focus on “features.”<\/p>\n

Nor (contrary to what you’ve learned elsewhere) should they focus on “benefits.”<\/p>\n

They should sell the results<\/strong> of the product or service being advertised.<\/p>\n

People don’t want the product. They don’t care about the product. They care only about what the product can do for them.<\/p>\n

I don’t care if Ed’s Toothpaste has been judged the World’s Greatest Toothpaste. I want to know if it can keep my teeth cavity-free, my smile gleaming white, and my breath fresh and inviting.<\/p>\n

Real-Life Example<\/strong><\/p>\n

Right around the turn of this century (boy, does that<\/strong> make you feel old, huh?), my office manager, Robyn, began nagging me to get TiVo.<\/p>\n

This was before most cable television providers offered their own DVR (Digital Video Recorder) options. TiVo pioneered the product category.<\/p>\n

It also was in the days when people used video cassette recorders (VCRs).<\/p>\n

She nagged me for a year and a half.<\/p>\n

She had TiVo, and now she was trying to convert me.<\/p>\n

“You really should have TiVo, Dan.”<\/p>\n

“Why?”<\/p>\n

“Well, it lets you record any program.”<\/p>\n

\u201cRobyn, did you ever hear of a VCR?\u201d<\/p>\n

\u201cWell, yeah, but you see, you can record a program and you can watch it whenever you want.\u201d<\/p>\n

I said, \u201cYeah, see, Robyn, I can actually take any videocassette I want and play it whenever I want.\u201d<\/p>\n

\u201cDan, you don\u2019t understand. It changes your entire television viewing experience.\u201d<\/em><\/p>\n

That was the problem. Nobody wants to have their television viewing experience changed.<\/p>\n

Did you wake up this morning thinking, \u201cGosh, if only I could find a product or service that would change my television viewing experience?\u201d<\/p>\n

Eighteen months after Robyn began her Make Dan Get TiVo campaign, I had lunch with a friend of mine. He had just gotten TiVo.<\/p>\n

I said, \u201cReally? So what do you think?\u201d<\/p>\n

\u201cDan, it completely changed my television viewing experience.\u201d<\/p>\n

I wanted to scream.<\/p>\n

\u201cWhat do you mean?\u201d<\/p>\n

He said, \u201cI don\u2019t channel surf anymore.\u201d<\/p>\n

I said, \u201cGeez, I thought you were a busy guy. You\u2019re telling me that you frequently spend time at the edge of the sofa with a remote control, looking for something to watch?\u201d<\/p>\n

\u201cNo,” he said. “That\u2019s not what I mean. What I mean is with Tivo, whenever I turn on my television, there is always something I want to watch.\u201d<\/p>\n

That was the day I decided to become a TiVo customer.<\/p>\n

So, the product or service for which you’re about to write a radio commercial: What are the results<\/strong> the consumer will enjoy by purchasing that product or service?<\/p>\n","protected":false},"excerpt":{"rendered":"

Radio commercials should not focus on “features.” Nor (contrary to what you’ve learned elsewhere) should they focus on “benefits.” They should sell the results of the product or service being advertised. People don’t want the product. They don’t care about the product. They care only about what the product can do for them. I don’t […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-12524","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRadio Advertising Myth: "Sell Benefits, Not Features" - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2012\/05\/radio-advertising-myth-sell\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Radio Advertising Myth: "Sell Benefits, Not Features" - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Radio commercials should not focus on “features.” Nor (contrary to what you’ve learned elsewhere) should they focus on “benefits.” They should sell the results of the product or service being advertised. 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