{"id":16073,"date":"2013-11-07T00:14:27","date_gmt":"2013-11-07T08:14:27","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16073"},"modified":"2013-11-07T00:14:27","modified_gmt":"2013-11-07T08:14:27","slug":"radio-advertising-principles","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2013\/11\/radio-advertising-principles\/","title":{"rendered":"RADIO ADVERTISING PRINCIPLE: SENSE OF URGENCY"},"content":{"rendered":"

Unless you’re doing “Institutional” or “Image” advertising (now often mistakenly referred to as “branding”) \u2014 which ad agencies love but which usually are bad investments for advertisers \u2014 your radio commercial<\/a> should have a clear Call to Action. <\/span><\/p>\n

This is especially true for local retail advertising, which is the lifeblood of commercial radio.<\/span><\/p>\n

Contrary to popular belief, a “good” spot is not one that wins awards. It’s not one that everyone tells you they love. <\/span><\/p>\n

It’s not even one that the client tells you he loves, nor the one your audience hums along with.<\/span><\/p>\n

A “good” advertisement is one that motivates the listener to act on the sales message.<\/em> <\/span><\/p>\n

To go to the automobile showroom and test-drive the vehicle. <\/span><\/p>\n

To visit the website and view the cheap airfares. <\/span><\/p>\n

To pick up the phone, dial the toll-free number, and request the free information booklet.<\/span><\/p>\n

There is nothing as powerful as a Sense of Urgency to motivate people to act.<\/span><\/p>\n

“Limited supply”<\/strong> \u2014 if genuine and if communicated convincingly \u2014 can lend a sense of urgency to a sales offer. (Think about past holiday seasons when parents frantically ran all over town, searching for the nearly-impossible-to-find new toy or game.)<\/span><\/p>\n

The limited supply might refer to the product itself. Or it might refer to some sort of bonus and\/or Gift With Purchase.<\/span><\/p>\n

Another very strong incentive to act is embodied in a deadline<\/strong>.<\/span><\/p>\n

In the U.S., we are required to report our income to the Internal Revenue Service. For individual taxpayers, the annual deadline for filing their tax returns is April 15.<\/span><\/p>\n

Based upon a completely nonscientific survey I’ve made of people I’ve met in life, I’d estimate that 47% of American taxpayers mail their income tax returns on April 14 or 15.<\/span><\/p>\n

Why do they wait so long?<\/span><\/p>\n

Is it because April 15 is just too darned early in the year? If income tax returns weren’t due until, say, June 15, would everyone file their returns in May?<\/span><\/p>\n

No. They’d file on June 14 or 15.<\/span><\/p>\n

Why?<\/span><\/p>\n

Because true, enforceable deadlines are among the strongest motivators known to humans. (I don’t suppose you’ve ever stayed up all night finishing a school report…or a sales proposal for which you’ve had weeks during which to prepare.)<\/span><\/p>\n

The following is not<\/strong> a deadline:<\/span><\/p>\n

“With prices like these, you know they won’t last forever!”<\/span><\/em><\/p>\n

Neither is:<\/span><\/p>\n

“Hurry, this sale ends soon!”<\/span><\/em><\/p>\n

A deadline is:<\/span><\/p>\n

“Friday night at 9.”<\/span><\/em><\/p>\n

“November 15.”<\/span><\/em><\/p>\n

“Tomorrow at Noon.”<\/span><\/em><\/p>\n

Grocery stores understand this. <\/span><\/p>\n

Odds are the supermarket you patronize advertises weekly “specials.” <\/span><\/p>\n

They probably begin on Thursday and expire the following Wednesday. They offer something of genuine, measurable value \u2014 a great bargain \u2014 for a very limited time.<\/span><\/p>\n

Week after week after week.<\/span><\/p>\n

Why?<\/span><\/p>\n

To motivate grocery shoppers to return to their<\/strong> supermarkets week after week after week.<\/span><\/p>\n

The more you can educate your radio advertising clients<\/a> regarding the wisdom of making genuine, valuable special offers with deadlines, the more money you can make for them.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Unless you’re doing “Institutional” or “Image” advertising (now often mistakenly referred to as “branding”) \u2014 which ad agencies love but which usually are bad investments for advertisers \u2014 your radio commercial should have a clear Call to Action. This is especially true for local retail advertising, which is the lifeblood of commercial radio. Contrary 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-16073","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING PRINCIPLE: SENSE OF URGENCY - 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\/11\/radio-advertising-principles\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING PRINCIPLE: SENSE OF URGENCY - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Unless you’re doing “Institutional” or “Image” advertising (now often mistakenly referred to as “branding”) \u2014 which ad agencies love but which usually are bad investments for advertisers \u2014 your radio commercial should have a clear Call to Action. 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