{"id":17134,"date":"2014-06-11T00:01:52","date_gmt":"2014-06-11T07:01:52","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17134"},"modified":"2014-06-10T17:08:22","modified_gmt":"2014-06-11T00:08:22","slug":"radio-commercials-websites","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/06\/radio-commercials-websites\/","title":{"rendered":"RADIO COMMERCIALS, WEBSITES AND THE BIG QUESTION"},"content":{"rendered":"

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

Recently I wrote about a radio station commercial that included the client’s website<\/span><\/a> in a particularly wasteful manner.\u00a0<\/span><\/p>\n

Lots of people contributed thoughtful, intelligent comments. But only one person asked the right question.<\/span><\/p>\n

Adam<\/strong> asked, “Should it be the tag?”<\/span><\/p>\n

Answer: Usually, no.<\/span><\/p>\n

The only<\/b> time you give the advertiser’s website in a radio advertisement is if the most common way customers (or prospects, whichever the campaign is designed to attract) contact that business is online.<\/span><\/p>\n

Giving listeners a choice of response mechanisms (online, telephone, “come on down”) reduces the overall total response to your Call To Action.<\/span><\/p>\n

“Why not just mention the website quickly? Can’t hurt\u2026” sounds<\/i> logical, but it’s false.\u00a0<\/span><\/p>\n

Taddrick<\/strong> said: <\/span><\/p>\n

\n

“I would have changed the verbiage to ‘Join us online at WEBSITE DOT COM.'” <\/span><\/span><\/p>\n<\/blockquote>\n

For the purpose of alerting the audience to the fact that you’re about to give a URL, that structure works. But….<\/span><\/p>\n

Nick<\/strong> advised:\u00a0<\/span><\/span><\/p>\n

\n

“<\/span>Whenever possible use ‘search (client\u2019s name)’ in your copy.”<\/span><\/p>\n<\/blockquote>\n

If your spot has succeeded in making the targeted consumer want what the advertiser offers and that person wants to find that business online, that person already thinks, “Maybe I’ll do a quick search for them.”<\/span><\/p>\n

If they need to be told to search for it online, they’re not Web savvy enough to convert to a customer via a website\u2026even if somehow they manage to figure out “what this ‘search’ stuff is all about.'”<\/span><\/p>\n

Even if It’s Your Single Call to Action, It’s Not Enough Just to Give the URL.<\/span><\/strong><\/h3>\n

Rob<\/strong> said:\u00a0<\/span><\/span><\/p>\n

\n

“I simply say visit blahblah.co.uk.”\u00a0<\/span><\/p>\n<\/blockquote>\n

That, of course, is the way most advertisers do it. And it’s wrong.<\/span><\/p>\n

If the goal of your ad is to drive targeted traffic to a website, you must give people a reason<\/b> to go there.\u00a0<\/span><\/p>\n

Don’t just tell them to “visit” you. Tell them to go to the website to take a specific action.<\/b><\/span><\/p>\n

“Find our your credit score right now at advertiserswebsite.com.”<\/span><\/em><\/p>\n

“To reserve your tickets before they’re all gone, go to advertiserswebsite.com.”<\/span><\/em><\/p>\n

Geri<\/strong> suggested:<\/span><\/span><\/p>\n

\n

“Look for us on the web at ‘Please don’t kill my mother.com.'”<\/span><\/p>\n<\/blockquote>\n

That, too, succeeds in warning the listener that a URL is about to given.<\/span><\/p>\n

But just as no one is interested in “visiting you online” or “joining you online,” nobody has a desire to “look for you on the Web.”<\/span><\/p>\n

Here’s how easy it is to change that into a “reason why”:<\/span><\/p>\n

\n

“To keep your mom from being killed, go to PleaseDontKillMyMother.com.”<\/span><\/p>\n<\/blockquote>\n

(To anyone who is offended by that example: It’s that darn Geri’s idea. I’m just fixing the words a bit.)<\/span><\/p>\n

“But Dan, What if the Advertiser Doesn’t Have a Good Reason for People to Go to Their Website?”<\/span><\/strong><\/h3>\n

Then don’t waste any<\/b> of their valuable radio advertising time talking about the website.<\/span><\/p>\n

Here’s one valuable resource for using one corner of the Internet for your radio station<\/span><\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Recently I wrote about a radio station commercial that included the client’s website in a particularly wasteful manner.\u00a0 Lots of people contributed thoughtful, intelligent comments. But only one person asked the right question. Adam asked, “Should it be the tag?” Answer: Usually, no. The only time you give the advertiser’s website in a radio advertisement […]<\/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-17134","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO COMMERCIALS, WEBSITES AND THE BIG QUESTION<\/title>\n<meta name=\"description\" content=\"In a radio commercial, "how" to give the advertiser's Web address isn't the first question the advertising copywriter should ask. 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