{"id":17237,"date":"2014-07-25T01:05:58","date_gmt":"2014-07-25T08:05:58","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17237"},"modified":"2014-07-25T01:10:21","modified_gmt":"2014-07-25T08:10:21","slug":"roswell-arson-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/07\/roswell-arson-radio-commercial\/","title":{"rendered":"RADIO COMMERCIAL TO CATCH AN ARSONIST"},"content":{"rendered":"

Authorities in Roswell, New Mexico, are using radio advertising to try to stop a serial arsonist.<\/span><\/p>\n

Giving the offer they are making, a radio campaign just might do the job for them.<\/span><\/p>\n

The acts of arson are a prominent topic of conversation in Roswell. As I’ve long pointed out, “Radio advertising is word-of-mouth that you control.”<\/span><\/p>\n

Here is the commercial that currently is airing:<\/span><\/p>\n


\nIn case you’re unable to hear the audio, here’s the commercial copy.<\/span><\/p>\n

\n

ANNOUNCER: Roswell, it’s time to get an arsonist off the streets. Here’s Steve Wolf with Crime Stoppers.<\/span><\/p>\n

STEVE:\u00a0We want to catch whoever’s doing this arson. There are numerous cases so far, just a couple, two nights ago, couple of more fires, and we’d like to catch that person and we’re prepared to offer a thousand-dollar bill, anonymously, I have to underline the anonymous part of it. The tip number is 888-594-8477, and that goes to a Houston, Texas organization; no one will know who you are.<\/span><\/p>\n<\/blockquote>\n

Using radio is a smart move. That spot could be more effective.<\/span><\/p>\n

Obviously this wasn’t a carefully scripted ad. <\/span><\/p>\n

They used “found audio” \u2014\u00a0probably it came from an interview on the radio station \u2014\u00a0which most likely they gave to a producer with the instructions, “Make a 30-second commercial out of this.”<\/span><\/p>\n

If putting a stop to those fires really is important, it’s worth the extra time and effort to write a real spot, get that guy back into the studio, and record a more effective message.<\/span><\/p>\n

* The real story of this commercial is: “We’ll pay $1,000 to anyone who helps us catch the arsonist by calling this phone number.”<\/em> So that should be the focus of the message.<\/span><\/p>\n

* People in Roswell, listening to a radio station in Roswell, don’t need to be told they are in Roswell. So let’s not begin the spot with, “Roswell\u2026”<\/em><\/span><\/p>\n

* “Steve Wolf with Crime Stoppers”<\/em> is not as important as “$1,000 reward.”<\/em> So let’s move Steve further down the copy.<\/span><\/p>\n

In fact, let’s jettison Steve’s name entirely; it’s just not important to the message. (Sorry, Steve. But you still can voice<\/span><\/em> the spot…)<\/span><\/p>\n

* In an offer such as this, people care about the “what,” not the “how.”\u00a0<\/span><\/p>\n

In this ad, the “what” is “$1,000 reward, anonymous.”<\/span><\/p>\n

The “how” is the organization in Houston, Texas.\u00a0<\/span><\/p>\n

During the course of an interview, that information can be valuable to help assure listeners that they can turn in the bad guy(s) without anyone knowing who blew the whistle.<\/span><\/p>\n

But in a 30-second spot, you don’t have enough time to include it.<\/span><\/p>\n

So, let’s write a real commercial. It can be voiced by our friend Steve, or it can be voiced by an announcer.<\/span><\/p>\n

\n

We will give you a thousand dollars, cash, if you help us stop the Roswell arsonist. If you have any information that might help, call this toll-free number, ANONYMOUSLY. If your tip leads to an arrest, Crime Stoppers will pay you a $1,000 reward\u2026and your name never will be revealed. Here’s the phone number: 888-594-8477. Help us stop this criminal before someone dies in one of those fires. For the thousand-dollar reward, call 888-594-8477. We guarantee you’ll remain anonymous.<\/span><\/p>\n<\/blockquote>\n

I included “Roswell” not to tell listeners where they live but rather to instantly pinpoint the topic of conversation. It’s a shorter, pithier way of saying, “\u2026the unknown person who has been setting all those fires around here.”<\/span><\/p>\n

You might have noticed the conspicuous lack of fine print. I suspect a little more detail should be included, defining guidelines for qualifying for the reward.<\/span><\/p>\n

But the original radio advertisement didn’t include any<\/span> fine print. <\/span><\/p>\n

A television news report, however, implied the reward would be for information that leads to an arrest (not necessarily to a conviction). So in lieu of other information, that’s the criterion I included in the commercial copy.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Authorities in Roswell, New Mexico, are using radio advertising to try to stop a serial arsonist. Giving the offer they are making, a radio campaign just might do the job for them. The acts of arson are a prominent topic of conversation in Roswell. As I’ve long pointed out, “Radio advertising is word-of-mouth that you […]<\/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-17237","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO COMMERCIAL TO CATCH AN ARSONIST<\/title>\n<meta name=\"description\" content=\"Authorities in Roswell, NM, are using radio advertising to try to stop a serial arsonist. 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