{"id":15547,"date":"2013-08-15T00:01:17","date_gmt":"2013-08-15T07:01:17","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15547"},"modified":"2013-08-13T22:03:54","modified_gmt":"2013-08-14T05:03:54","slug":"radio-advertising-slogans","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/08\/radio-advertising-slogans\/","title":{"rendered":"RADIO ADVERTISING FALLACY #153: “Slogans Sell”"},"content":{"rendered":"

\"radio<\/a>You don’t sell with slogans.<\/span><\/p>\n

Advertising is seduction.\u00a0<\/span>\u00a0<\/span><\/p>\n

Not in a lurid or manipulative sense.\u00a0<\/span><\/p>\n

One of the definitions of “seduce” is “to attract.” Successful radio advertising attracts the targeted consumer to the sales message.\u00a0<\/span>\u00a0<\/span><\/p>\n

But just to illustrate a point, let’s fall back on the more common association to the word “seduction.”\u00a0<\/span>\u00a0<\/span><\/p>\n

In this example, “Bob” is a healthy, single adult male who perhaps is feeling a little bit lonely.\u00a0<\/span>\u00a0<\/span><\/p>\n

He finds himself at a loud, crowded cocktail party where he notices a healthy, single adult female whom he finds attractive.\u00a0<\/span>\u00a0<\/span><\/p>\n

She has a spirituality about her that he finds appealing.\u00a0<\/span>\u00a0<\/span><\/p>\n

He thinks, “Gee, if I had a chance to talk to that person in a quieter, more relaxed environment, I’ll bet we’d discover we have a lot in common.”<\/span>\u00a0<\/span><\/p>\n

In short, he has a sales message that he hopes she will consider acting upon. And he’s trying to decide between two different verbalizations of that sales message.<\/span>\u00a0<\/span><\/p>\n

One is: \u00a0<\/span>\u00a0<\/span><\/p>\n

“Boy, it sure is noisy here. I wish we could talk in a more peaceful environment. There’s a beautiful Japanese restaurant just up the hill with an incredible view of the city. Might you be interested in getting a bite to eat with me there and watching the sunset?”<\/span><\/em><\/p>\n

Or he could say:\u00a0<\/span>\u00a0<\/span><\/p>\n

“You’ve tried the rest, now try the best.”<\/span><\/em>\u00a0<\/span><\/p>\n

Of those two approaches, which do you think has the better chance of succeeding?<\/span>\u00a0<\/span><\/p>\n

It’s not bad to have a Positioning<\/a> Statement that forcefully reiterates your Unique Selling Proposition. Actually, that can be a very good thing.<\/span>\u00a0<\/span><\/p>\n

But a good Positioning Statement \u2014 or slogan \u2014 can only reflect and reinforce your actual sales message. A slogan without a sales message to back it up is nothing more than Verbal Fast Food.<\/span><\/p>\n

STARTING YOUR OWN VOICEOVER BIZ – Harlan Hogan’s Annual Class<\/a>
\nRegistration Now Open<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

You don’t sell with slogans. Advertising is seduction.\u00a0\u00a0 Not in a lurid or manipulative sense.\u00a0 One of the definitions of “seduce” is “to attract.” Successful radio advertising attracts the targeted consumer to the sales message.\u00a0\u00a0 But just to illustrate a point, let’s fall back on the more common association to the word “seduction.”\u00a0\u00a0 In this […]<\/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-15547","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING FALLACY #153: "Slogans Sell" - 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\/2013\/08\/radio-advertising-slogans\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING FALLACY #153: "Slogans Sell" - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"You don’t sell with slogans. Advertising is seduction.\u00a0\u00a0 Not in a lurid or manipulative sense.\u00a0 One of the definitions of “seduce” is “to attract.” Successful radio advertising attracts the targeted consumer to the sales message.\u00a0\u00a0 But just to illustrate a point, let’s fall back on the more common association to the word “seduction.”\u00a0\u00a0 In this […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2013\/08\/radio-advertising-slogans\/\" \/>\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=\"2013-08-15T07:01:17+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/danoday.com\/blog\/wp-content\/uploads\/2013\/08\/Billboard-320.jpg\" \/>\n<meta name=\"author\" content=\"Dan O'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'Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"RADIO ADVERTISING FALLACY #153: “Slogans Sell”\",\"datePublished\":\"2013-08-15T07:01:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/\"},\"wordCount\":310,\"commentCount\":1,\"image\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/danoday.com\\\/blog\\\/wp-content\\\/uploads\\\/2013\\\/08\\\/Billboard-320.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/08\\\/radio-advertising-slogans\\\/\",\"name\":\"RADIO ADVERTISING FALLACY #153: \\\"Slogans Sell\\\" - 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