{"id":15602,"date":"2013-08-22T00:09:59","date_gmt":"2013-08-22T07:09:59","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15602"},"modified":"2013-08-22T00:12:02","modified_gmt":"2013-08-22T07:12:02","slug":"radio-copywriting-lesson","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/08\/radio-copywriting-lesson\/","title":{"rendered":"RADIO COPYWRITING LESSON: Hit Hard"},"content":{"rendered":"

Here’s an important ad copywriting lesson of which I first became consciously aware years ago during a conversation with Dick Orkin<\/strong><\/a>.<\/span><\/p>\n

He was telling me about a radio advertising campaign the Famous Radio Ranch had done in South Florida.<\/span><\/p>\n

The big U.S.P. was the superiority of the client\u2019s service over that of the established market leader: the dominant regional newspaper. <\/span><\/p>\n

They made that the focus of the entire campaign: how lame the newspaper\u2019s service was compared to their client\u2019s (which was just being introduced to that market).<\/span><\/p>\n

One of the local radio stations balked at airing the spot, because they didn\u2019t \u201cwant to upset the newspaper.\u201d<\/em><\/span><\/p>\n

\u201cHow much money does the newspaper spend advertising on your station?\u201d<\/em> asked Dick.<\/span><\/p>\n

\u201cUh\u2026Nothing. They\u2019ve never advertised with us.\u201d<\/em><\/span><\/p>\n

\u201cSo what\u2019s the problem?\u201d<\/span><\/em><\/p>\n

The campaign aired as written, and it was hugely successful: Soon the client had a larger market share of that particular service than the newspaper.<\/span><\/p>\n

As Dick told me the story, I had an aha!<\/em> experience. When writing copy, I\u2019ve always looked for strong themes and strong lines.<\/span><\/p>\n

But until that moment I never consciously sought to pounce<\/strong> on them; I viewed them as vehicles to help deliver the sales message.<\/span><\/p>\n

Ever since then, however, when I find myself writing an \u201cedgy\u201d line that powerfully drives home that message, I\u2019m quite willing to throw away the original script and start all over, with that provocative line as the radio commercial\u2019s focal point.<\/span><\/p>\n

To use a boxing metaphor: If you discover your fighter has a powerful left jab, don\u2019t just hope that he occasionally throws it; build your fight plan around that left jab.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Here’s an important ad copywriting lesson of which I first became consciously aware years ago during a conversation with Dick Orkin. He was telling me about a radio advertising campaign the Famous Radio Ranch had done in South Florida. The big U.S.P. was the superiority of the client\u2019s service over that of the established market […]<\/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-15602","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO COPYWRITING LESSON: Hit Hard - 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-copywriting-lesson\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO COPYWRITING LESSON: Hit Hard - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Here’s an important ad copywriting lesson of which I first became consciously aware years ago during a conversation with Dick Orkin. 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