{"id":1498,"date":"2009-08-06T00:15:46","date_gmt":"2009-08-06T07:15:46","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=1498"},"modified":"2015-05-05T19:20:09","modified_gmt":"2015-05-06T02:20:09","slug":"conversational-radio-commercials","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/08\/conversational-radio-commercials\/","title":{"rendered":"CONVERSATIONAL DIALOGUE IN RADIO COMMERCIALS"},"content":{"rendered":"<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-1504\" title=\"Conversation25-2\" src=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2009\/08\/Conversation25-2.jpg\" alt=\"radio commercials graphic\" width=\"329\" height=\"233\" \/>\n<p style=\"text-align: left;\"><span style=\"color: #000080;\"><strong>Nancy Tyler <\/strong><\/span>emailed me this question:<\/p>\n<blockquote><p>How can I make character dialogue sound like natural conversation while still delivering the key copy points?<\/p><\/blockquote>\n<p>Hopefully those key copy points all focus on how the consumer&#8217;s life will be better if they avail themselves of the product or service the advertiser is offering. So just SAY it in the language THEY would use \u2014you know, real people&#8217;s language.<\/p>\n<p>It&#8217;s the difference between:<\/p>\n<p><em>\u201cHow can one utilize commonly used linguistic patterns with a high degree of cultural resonance while simultaneously incorporating the manufacturer-to-producer transfer of benefits?\u201d<\/em><\/p>\n<p style=\"text-align: center;\">and<\/p>\n<p><em>&#8220;How can I make character dialogue sound like natural conversation while still delivering the key copy points?<br \/>\n<\/em><br \/>\nA radio commercial is a conversation with the consumer. So speak conversationally. Use language they recognize, the same language that they use.<\/p>\n<p>No real people say \u201cstorewide sale\u201d or \u201cfriendly, knowledgable staff\u201d or \u201cfamily owned &amp; operated\u201d or \u201cconveniently located\u201d; why in the world would you speak to your prospects in a language that is foreign to them?<\/p>\n<p>And by the way, they&#8217;re not key copy points if the targeted listener doesn&#8217;t care about them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nancy Tyler emailed me this question: How can I make character dialogue sound like natural conversation while still delivering the key copy points? Hopefully those key copy points all focus on how the consumer&#8217;s life will be better if they avail themselves of the product or service the advertiser is offering. So just SAY it [&hellip;]<\/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-1498","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CONVERSATIONAL DIALOGUE IN RADIO COMMERCIALS - 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\/2009\/08\/conversational-radio-commercials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CONVERSATIONAL DIALOGUE IN RADIO COMMERCIALS - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Nancy Tyler emailed me this question: How can I make character dialogue sound like natural conversation while still delivering the key copy points? 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So just SAY it [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2009\/08\/conversational-radio-commercials\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2009-08-06T07:15:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-05-06T02:20:09+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2009\/08\/Conversation25-2.jpg\" \/>\n<meta name=\"author\" content=\"Dan O&#039;Day\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:site\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan O&#039;Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"CONVERSATIONAL DIALOGUE IN RADIO COMMERCIALS\",\"datePublished\":\"2009-08-06T07:15:46+00:00\",\"dateModified\":\"2015-05-06T02:20:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/\"},\"wordCount\":191,\"commentCount\":4,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2009\\\/08\\\/Conversation25-2.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2009\\\/08\\\/conversational-radio-commercials\\\/\",\"name\":\"CONVERSATIONAL DIALOGUE IN RADIO COMMERCIALS - 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