{"id":15970,"date":"2013-10-21T00:01:18","date_gmt":"2013-10-21T07:01:18","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=15970"},"modified":"2013-10-20T21:16:05","modified_gmt":"2013-10-21T04:16:05","slug":"ihop-bad-radio-advertising","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/10\/ihop-bad-radio-advertising\/","title":{"rendered":"INTERNATIONAL HOUSE OF BAD RADIO ADVERTISING"},"content":{"rendered":"

A Loyal Reader Writes:<\/span><\/strong><\/span><\/p>\n

“This copy we received from the regional office of International House Of Pancakes is so bad that it’s almost funny. It came from their Vice President of Marketing.<\/span><\/p>\n

“It’s incredible that a company of that size would turn over the task of representing this restaurant to someone who may have never written radio copy before.<\/span><\/p>\n

“Here is a verbatim copy right down to the typos, missing words and abbreviations.<\/span><\/p>\n

“I can’t wait to get my lips around those pancakes between 6 a.m. and 10 p.m. Can you?”<\/span><\/p><\/blockquote>\n

(I’ve altered the location information but nothing else.)<\/span><\/p>\n

\n

“IHOP”<\/span><\/em><\/h3>\n<\/blockquote>\n

Been to IHOP Lately? Well now is the time to go <\/span><\/em><\/p>\n

because we’ve just opened a new location in <\/span><\/em><\/p>\n

Smallville, located on Hwy 102 and Orange <\/span><\/em><\/p>\n

Avenue in the XYZ Shopping Center. We’re open <\/span><\/em><\/p>\n

from 6:00 a.m. to 10:00 p.m. Mon-Thurs. and <\/span><\/em><\/p>\n

6:00 a.m. until midnight Fri. and Sat. We offer <\/span><\/em><\/p>\n

more than 16 types of pancakes, omelettes, and <\/span><\/em><\/p>\n

other breakfast specialties, as well burgers, <\/span><\/em><\/p>\n

sandwiches, salads and steaks. So if you in the <\/span><\/em><\/p>\n

mood for a special treat, stop in to see us at our <\/span><\/em><\/p>\n

new IHOP in Smallville, or one of our other four <\/span><\/em><\/p>\n

locations in the area. “Any Time’s a Good Time <\/span><\/em><\/p>\n

for IHOP!
\n<\/span><\/em><\/p>\n

\u00a0Note to Readers:<\/strong> All errors above were in the original.<\/span><\/p>\n

That’s a Yellow Pages ad, not a radio commercial.<\/span><\/p>\n

One of the big things I teach radio advertising copywriters<\/a> \u2014\u00a0 that so many people who create radio advertising simply don’t understand \u2014 is the importance of delivering a single “Core Message.”<\/span><\/p>\n

Your Core Message is the one thing you want the targeted listener to hear, to understand, and to remember.<\/span><\/p>\n

Just one.<\/span><\/p>\n

Most radio commercials either don’t have any Core Message…or they have more than one.<\/span><\/p>\n

You need to teach your clients that the way to get the most from their radio advertising dollar is not to cram as much information as possible into their commercial.<\/span><\/p>\n

The way to maximize the impact of the commercial is to say just one thing —\u00a0 clearly, powerfully, and memorably.<\/span><\/p>\n

The IHOP commercial (above) included these messages:<\/span><\/p>\n

* We’ve opened a new location<\/span><\/p>\n

* Here are our (oh-so-interesting) hours of operation<\/span><\/p>\n

* We offer “more than 16” types of pancakes. (Um….How about telling us the exact number? The precise number of different types of pancakes actually could form the basis of a good commercial…If they had settled upon “pancakes” as their Core Message.)<\/span><\/p>\n

* Omelettes and other breakfast specialties<\/span><\/p>\n

* Non-breakfast food<\/span><\/p>\n

* Four other area locations<\/span><\/p>\n

As I’ve said before, the easiest thing in the world to write is a bad radio commercial. That’s why so many people write them.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader Writes: “This copy we received from the regional office of International House Of Pancakes is so bad that it’s almost funny. It came from their Vice President of Marketing. “It’s incredible that a company of that size would turn over the task of representing this restaurant to someone who may have never […]<\/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-15970","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nINTERNATIONAL HOUSE OF BAD RADIO ADVERTISING - 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\/10\/ihop-bad-radio-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"INTERNATIONAL HOUSE OF BAD RADIO ADVERTISING - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"A Loyal Reader Writes: “This copy we received from the regional office of International House Of Pancakes is so bad that it’s almost funny. 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