{"id":17626,"date":"2014-10-27T00:07:30","date_gmt":"2014-10-27T07:07:30","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=17626"},"modified":"2014-10-27T10:37:17","modified_gmt":"2014-10-27T17:37:17","slug":"radio-spot-army-reserve-bad","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/10\/radio-spot-army-reserve-bad\/","title":{"rendered":"RADIO COMMERCIAL FOR ARMY RESERVE – Not Bad"},"content":{"rendered":"

\"US<\/a>This isn’t a great radio commercial, but it does enough things right (that most other advertisers do wrong) that it’s worth complimenting them.<\/span><\/p>\n

Here’s the radio spot:<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2014\/10\/ArmyReserve.mp3<\/a><\/audio>\n

What’s Good About This Radio Commercial<\/span><\/strong><\/h2>\n

Unlike most advertisers, it doesn’t begin by talking about themselves. Rather, they talk to the target audience about<\/em> the target audience.<\/span><\/p>\n

The phrase “build your future”<\/em> is most likely to resonate with young adults.<\/span><\/p>\n

The announcer allows the words to carry the message, rather than making the mistake of accentuating the high impact words and phrases.<\/span><\/p>\n

By the time they say “your life becomes extraordinary,”<\/em> we’re wondering exactly what this advertisement is for\u2026and then<\/em> they identify the advertiser.<\/span><\/p>\n

That’s precisely what I teach copywriters:<\/a> In a typical spot, you don’t identify the advertiser until the target audience impatiently is thinking, “Where do I get this?”<\/span><\/p>\n

They identify numerous, relevant benefits:<\/span><\/p>\n