{"id":17006,"date":"2014-05-05T00:01:31","date_gmt":"2014-05-05T07:01:31","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17006"},"modified":"2014-05-04T21:31:17","modified_gmt":"2014-05-05T04:31:17","slug":"radio-advertising-tip-needs","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/05\/radio-advertising-tip-needs\/","title":{"rendered":"RADIO ADVERTISING TIP: NO NEEDS"},"content":{"rendered":"

Larry Fuss<\/strong> <\/span>sent me a note:<\/span><\/p>\n

\n

It just keeps getting more ridiculous\u2026\u00a0 \u201call your yogurt needs\u201d from a Wal-Mart ad.<\/span><\/p>\n

Some marketing genius, probably at an ad agency, probably got paid big bucks to come up with such a compelling message!<\/span><\/p><\/blockquote>\n

Here’s what raised his ire.<\/span><\/p>\n

\"radio<\/a><\/p>\n

Notice to copywriters of radio advertising<\/a>, TV commercials, print ads:<\/span><\/p>\n

Aside from food, water and oxygen, consumers don’t have “needs.”<\/span><\/p>\n

They have wants. Desires. Things they’d really like to obtain. Things that might improve their lives.<\/span><\/p>\n

But no needs your advertiser can fulfill.\u00a0<\/span><\/p>\n

If you are running any spots that refer to “all your _______ needs” and it was created in-house:<\/span><\/p>\n

1.\u00a0 Change the copy.<\/span><\/p>\n

2.\u00a0 Re-record the commercial.<\/span><\/p>\n

3.\u00a0 If the person who did the copywriting wasn’t forced<\/b> to refer to “your _______ needs,” have a conversation with that person.<\/span><\/p>\n

4.\u00a0 If that conversation proves fruitless, have a conversation with the person who hired that copywriter.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Larry Fuss sent me a note: It just keeps getting more ridiculous\u2026\u00a0 \u201call your yogurt needs\u201d from a Wal-Mart ad. Some marketing genius, probably at an ad agency, probably got paid big bucks to come up with such a compelling message! Here’s what raised his ire. Notice to copywriters of radio advertising, TV commercials, print […]<\/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-17006","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING TIP: NO NEEDS<\/title>\n<meta name=\"description\" content=\"Here's a tip for all radio advertising copywriters: Even if the client writes the commercial copy, you need to fix it if it includes this phrase...\" \/>\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\/2014\/05\/radio-advertising-tip-needs\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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