{"id":15803,"date":"2013-09-18T00:01:34","date_gmt":"2013-09-18T07:01:34","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15803"},"modified":"2013-09-17T23:41:52","modified_gmt":"2013-09-18T06:41:52","slug":"radio-commercial-copywriting-4","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/09\/radio-commercial-copywriting-4\/","title":{"rendered":"WHEN TO GIVE THE ADVERTISER’S NAME IN A RADIO COMMERCIAL"},"content":{"rendered":"

I know. You were taught that you should give the client’s name as early and as often as possible.<\/span><\/p>\n

That’s why we hear so many radio commercials that mention the advertiser in the very first sentence.<\/span><\/p>\n

That practice is, to quote the Del Vikings: <\/span><\/p>\n

<\/object><\/span>
\n\u00a0 <\/span>
\nHere’s the Magic Formula that tells you exactly when to give the radio advertiser’s name for the first time in the commercial:<\/span><\/p>\n

Only after you’ve made the targeted listener want<\/strong> to know the name of the advertiser.<\/span><\/em><\/p>\n

How do you make the listener want to know who the advertiser is?<\/span><\/p>\n

By making the listener want the results that the advertiser is promising to deliver.<\/span><\/p>\n

You’re identifying the advertiser too soon if the listener’s response is, “Who cares?”<\/span><\/p>\n

You’re identifying the advertiser at the right time if the listener’s response is, “Thank you!”<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

I know. You were taught that you should give the client’s name as early and as often as possible. That’s why we hear so many radio commercials that mention the advertiser in the very first sentence. That practice is, to quote the Del Vikings: \u00a0 Here’s the Magic Formula that tells you exactly when to […]<\/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-15803","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nWHEN TO GIVE THE ADVERTISER'S NAME IN A RADIO COMMERCIAL - 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\/09\/radio-commercial-copywriting-4\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"WHEN TO GIVE THE ADVERTISER'S NAME IN A RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"I know. You were taught that you should give the client’s name as early and as often as possible. That’s why we hear so many radio commercials that mention the advertiser in the very first sentence. That practice is, to quote the Del Vikings: \u00a0 Here’s the Magic Formula that tells you exactly when to […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2013\/09\/radio-commercial-copywriting-4\/\" \/>\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=\"2013-09-18T07:01:34+00:00\" \/>\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=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"WHEN TO GIVE THE ADVERTISER’S NAME IN A RADIO COMMERCIAL\",\"datePublished\":\"2013-09-18T07:01:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/\"},\"wordCount\":146,\"commentCount\":4,\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/\",\"name\":\"WHEN TO GIVE THE ADVERTISER'S NAME IN A RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\"},\"datePublished\":\"2013-09-18T07:01:34+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2013\\\/09\\\/radio-commercial-copywriting-4\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"WHEN TO GIVE THE ADVERTISER’S NAME IN A RADIO COMMERCIAL\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\",\"name\":\"DAN O\u2019DAY TALKS ABOUT RADIO\",\"description\":\"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/danoday.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\",\"name\":\"Dan O'Day\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/author\\\/assistant\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"WHEN TO GIVE THE ADVERTISER'S NAME IN A RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/danoday.com\/blog\/2013\/09\/radio-commercial-copywriting-4\/","og_locale":"en_US","og_type":"article","og_title":"WHEN TO GIVE THE ADVERTISER'S NAME IN A RADIO COMMERCIAL - DAN O\u2019DAY TALKS ABOUT RADIO","og_description":"I know. 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