{"id":17126,"date":"2014-06-09T00:29:53","date_gmt":"2014-06-09T07:29:53","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17126"},"modified":"2014-06-09T00:36:36","modified_gmt":"2014-06-09T07:36:36","slug":"radio-commercial-websites","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/06\/radio-commercial-websites\/","title":{"rendered":"HOW TO GIVE A WEB ADDRESS IN A RADIO COMMERCIAL"},"content":{"rendered":"

The other day I heard a radio commercial that ended by giving the advertiser’s Web address.<\/span><\/p>\n

Here’s how they gave it:<\/span><\/p>\n

\n

“Check it out at Triple W XXX.com.”<\/span><\/em><\/p>\n<\/blockquote>\n

Instead of saying “w-w-w,” they said “Triple W.”<\/span><\/p>\n

That’s not a very wise choice.<\/span><\/p>\n

Why not?<\/span><\/p>\n

If you mention “www-dot” at all, it’s to alert the listener that you’re about to give them a Web address.<\/span><\/p>\n

If you say, “Check it out at www.XXX.com,”<\/em> the “www-dot” tells the listener, “A Web address is coming next.”<\/em><\/span><\/p>\n

But if you say, “Triple W,” the listener’s reaction is…nil.<\/span><\/p>\n

“Triple W” has not become standard jargon for “beginning of a Web address.”<\/span><\/p>\n

This discussion, of course, begs two questions:<\/span><\/p>\n

1.\u00a0<\/strong> Do we want to include the Web address?<\/strong><\/span><\/p>\n

You should mention the website only if the spot’s Call To Action is to visit the website.<\/span><\/p>\n

Otherwise, you’re distracting the listener from the spot’s Core Message<\/strong>\u00a0\u2014 the one\u00a0thing you want the targeted consumer to hear, to understand, and to remember.<\/span><\/p>\n

Quick Test:<\/strong> Does the advertisement\u00a0make the targeted consumer want to visit the advertiser’s website?<\/span><\/p>\n

If not, it’s foolish to spend valuable air time advertising something the targeted listener isn’t interested in.<\/span><\/p>\n

2.\u00a0<\/strong> If we include the Web address, do we want to say “www-dot”?<\/strong><\/span><\/p>\n

Usually, no.\u00a0<\/span><\/p>\n

If you say something like, “Visit us online at XXX.com,”<\/em> the listener understands that’s a Web address. “Visit us online at” serves as the “website URL coming up” warning.<\/span><\/p>\n

Instead of wasting one second of your radio ad<\/a> on “w-w-w-dot,” use that second to strengthen the delivery of your sales message.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The other day I heard a radio commercial that ended by giving the advertiser’s Web address. Here’s how they gave it: “Check it out at Triple W XXX.com.” Instead of saying “w-w-w,” they said “Triple W.” That’s not a very wise choice. Why not? If you mention “www-dot” at all, it’s to alert the listener […]<\/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-17126","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nHOW TO GIVE A WEB ADDRESS IN A RADIO COMMERCIAL<\/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\/2014\/06\/radio-commercial-websites\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"HOW TO GIVE A WEB ADDRESS IN A RADIO COMMERCIAL\" \/>\n<meta property=\"og:description\" content=\"The other day I heard a radio commercial that ended by giving the advertiser’s Web address. Here’s how they gave it: “Check it out at Triple W XXX.com.” Instead of saying “w-w-w,” they said “Triple W.” That’s not a very wise choice. Why not? 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