{"id":18384,"date":"2015-06-26T00:51:52","date_gmt":"2015-06-26T07:51:52","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=18384"},"modified":"2015-06-26T00:51:52","modified_gmt":"2015-06-26T07:51:52","slug":"advertising-lesson-too-much","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/","title":{"rendered":"ADVERTISING LESSON: Saying Too Much = Nothing Heard"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\">If you&#8217;re having trouble getting your copywriter, account executive or client to understand that you don&#8217;t get the most for your radio advertising dollar by cramming as much &#8220;stuff&#8221; as you can into a commercial, perhaps showing them this video will help.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><strong>Note:<\/strong> Please <strong>pause<\/strong> the video at <strong>0:58.<\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/L-qZ6Tobx2o?rel=0&amp;showinfo=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><strong>Question:<\/strong> What does DealerOn do? What problem does DealerOn solve for its customers?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><strong>Answer:<\/strong>\u00a0 Uh\u2026Something about websites or leads, wasn&#8217;t it? And they won some awards for something?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">They just <em>had<\/em> to brag about themselves as much as possible and list every element of their business they could think of.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">How much of it do you remember? How much of it did you actually hear?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">For any given audience, you need to stand for <em>one thing,<\/em> not many.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I don&#8217;t know what that one thing should be for DealerOn.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I do know what it shouldn&#8217;t be: their award winning website.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I guarantee that if I were to survey people in their industry who are familiar with the company, not one of them would say, &#8220;DealerOn? They&#8217;re known for their award winning website.&#8221;<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">But apparently their website won an award, so they&#8217;ve got to brag about it.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 14pt;\">Now please resume watching the video and <strong>pause<\/strong> it at <strong>2:30.<\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">What do you now know about that speaker?<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 14pt;\">He started in the auto business at age 23.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">In 2 years he was in the top 1% of car sales. (No explanation of what that actually means. The top 1% of car sales at a dealership? In a region? In the country?)<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He&#8217;s famous in the auto industry.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He&#8217;s been talking about giving customers information, transparency and full disclosure long before &#8220;customer satisfaction&#8221; was even a term. (That is quite unlikely. Customer satisfaction surveys were being conducted as early as 1967. If he was using the term before then, it would have been before he was 9 years old.)<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">His company was first to market the e-pencil (and here&#8217;s a mini-commercial for the e-pencil).<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He&#8217;s branching out into industries other than automotive.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He&#8217;s a <em>New York Times<\/em> best selling author.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He has a radio show.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He&#8217;s executive producer of a TV show you never heard of, plus a new series that&#8217;s about\u2026um, something.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">He&#8217;s worked with Morgan Stanley, Google, and the U.S. Army.<\/span><\/li>\n<\/ul>\n<ul>\n<li><span style=\"font-size: 14pt;\">&#8220;You can find out more about him and everything he&#8217;s up to&#8221; at his website.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">At <strong>2:13,<\/strong> the woman reading the introduction loses her place and begins to repeat &#8220;credits&#8221; she&#8217;s already read. Why? Because she has so much crap to read and is trying to rush through it before the audience gives up and leaves. She doesn&#8217;t actually know what she&#8217;s reading; she&#8217;s too busy trying to get through it all.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Who is he again?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">What one thing, for this audience, does he stand for?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">And\u2026.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Has no one told him that everyone knows he wrote that introduction?<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Introducing a public speaker is an exercise in marketing. Successful marketing relies on delivering a single core message that the targeted audience grasps immediately.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I don&#8217;t know what one problem he can solve for that particular audience. But I guarantee very few of them woke up that morning with the problem of not knowing how to find out more him and everything he&#8217;s up to.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The lesson this video offers radio advertisers is:<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Your commercial should have a single core message \u2014 the one thing you want the targeted consumer to hear, to understand, and remember.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I&#8217;m not familiar with DealerOn \u2014 and thanks to that verbose introduction I have no idea what they do \u2014 so I have no idea if they&#8217;re good at\u2026y&#8217;know, at whatever it is they do.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">I&#8217;m not familiar with Grant Cardone or his book, so I have no opinion about his expertise at all those things he&#8217;s so proud of, nor of his book.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Now you can watch the rest of the video. Who knows? Maybe you&#8217;ll love what you hear and buy his book.<\/span><\/p>\n<h2 style=\"text-align: center;\"><strong><span style=\"font-size: 14pt;\">The Following Has Nothing to Do with Marketing or Advertising.<\/span><\/strong><br \/>\n<strong> <span style=\"font-size: 14pt;\">But I Feel Obliged to Correct Two Misstatements in the Video.<\/span><\/strong><\/h2>\n<p><span style=\"font-size: 14pt;\">1. When blackjack players who really know how to play win a hand, they <em>don&#8217;t<\/em> think, &#8220;I wish I had bet more.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 14pt;\">2. If you interview 800 people for a sales position, hire two of them, and keep only one of them, the problem isn&#8217;t that there are &#8220;too many average people.&#8221; <\/span><\/p>\n<p><span style=\"font-size: 14pt;\">The problem is you don&#8217;t know how to attract, hire and keep great salespeople.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">One solution is to order, listen to, and follow the steps laid out in <a href=\"http:\/\/danoday.com\/hire-sales-superstars\">HOW TO ATTRACT, HIRE &amp; KEEP SALES SUPERSTARS<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re having trouble getting your copywriter, account executive or client to understand that you don&#8217;t get the most for your radio advertising dollar by cramming as much &#8220;stuff&#8221; as you can into a commercial, perhaps showing them this video will help. Note: Please pause the video at 0:58. Question: What does DealerOn do? What [&hellip;]<\/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-18384","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ADVERTISING LESSON: Saying Too Much = Nothing Heard<\/title>\n<meta name=\"description\" content=\"To get clients to understand that you don&#039;t get the most for your radio advertising dollar by cramming as much as you can into a spot, show them this video.\" \/>\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\/2015\/06\/advertising-lesson-too-much\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ADVERTISING LESSON: Saying Too Much = Nothing Heard\" \/>\n<meta property=\"og:description\" content=\"To get clients to understand that you don&#039;t get the most for your radio advertising dollar by cramming as much as you can into a spot, show them this video.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/\" \/>\n<meta property=\"og:site_name\" content=\"DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DanODayRadio\" \/>\n<meta property=\"article:published_time\" content=\"2015-06-26T07:51:52+00:00\" \/>\n<meta name=\"author\" content=\"Dan O&#039;Day\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:site\" content=\"@Dan_ODay\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dan O&#039;Day\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/\"},\"author\":{\"name\":\"Dan O'Day\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"headline\":\"ADVERTISING LESSON: Saying Too Much = Nothing Heard\",\"datePublished\":\"2015-06-26T07:51:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/\"},\"wordCount\":763,\"commentCount\":0,\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/\",\"name\":\"ADVERTISING LESSON: Saying Too Much = Nothing Heard\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\"},\"datePublished\":\"2015-06-26T07:51:52+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\"},\"description\":\"To get clients to understand that you don't get the most for your radio advertising dollar by cramming as much as you can into a spot, show them this video.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/2015\\\/06\\\/advertising-lesson-too-much\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"ADVERTISING LESSON: Saying Too Much = Nothing Heard\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/\",\"name\":\"DAN O\u2019DAY TALKS ABOUT RADIO\",\"description\":\"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/danoday.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/danoday.com\\\/blog\\\/#\\\/schema\\\/person\\\/afe504342187ed9676675802d9c9b19c\",\"name\":\"Dan O'Day\",\"url\":\"https:\\\/\\\/danoday.com\\\/blog\\\/author\\\/assistant\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"ADVERTISING LESSON: Saying Too Much = Nothing Heard","description":"To get clients to understand that you don't get the most for your radio advertising dollar by cramming as much as you can into a spot, show them this video.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/","og_locale":"en_US","og_type":"article","og_title":"ADVERTISING LESSON: Saying Too Much = Nothing Heard","og_description":"To get clients to understand that you don't get the most for your radio advertising dollar by cramming as much as you can into a spot, show them this video.","og_url":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/","og_site_name":"DAN O\u2019DAY TALKS ABOUT RADIO","article_publisher":"https:\/\/www.facebook.com\/DanODayRadio","article_published_time":"2015-06-26T07:51:52+00:00","author":"Dan O'Day","twitter_card":"summary_large_image","twitter_creator":"@Dan_ODay","twitter_site":"@Dan_ODay","twitter_misc":{"Written by":"Dan O'Day","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/#article","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/"},"author":{"name":"Dan O'Day","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"headline":"ADVERTISING LESSON: Saying Too Much = Nothing Heard","datePublished":"2015-06-26T07:51:52+00:00","mainEntityOfPage":{"@id":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/"},"wordCount":763,"commentCount":0,"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/","url":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/","name":"ADVERTISING LESSON: Saying Too Much = Nothing Heard","isPartOf":{"@id":"https:\/\/danoday.com\/blog\/#website"},"datePublished":"2015-06-26T07:51:52+00:00","author":{"@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c"},"description":"To get clients to understand that you don't get the most for your radio advertising dollar by cramming as much as you can into a spot, show them this video.","breadcrumb":{"@id":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/danoday.com\/blog\/2015\/06\/advertising-lesson-too-much\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/danoday.com\/blog\/"},{"@type":"ListItem","position":2,"name":"ADVERTISING LESSON: Saying Too Much = Nothing Heard"}]},{"@type":"WebSite","@id":"https:\/\/danoday.com\/blog\/#website","url":"https:\/\/danoday.com\/blog\/","name":"DAN O\u2019DAY TALKS ABOUT RADIO","description":"Straight talk about radio programming, radio advertising, radio production...Well, you get the idea.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/danoday.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/danoday.com\/blog\/#\/schema\/person\/afe504342187ed9676675802d9c9b19c","name":"Dan O'Day","url":"https:\/\/danoday.com\/blog\/author\/assistant\/"}]}},"_links":{"self":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/18384","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/comments?post=18384"}],"version-history":[{"count":12,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/18384\/revisions"}],"predecessor-version":[{"id":18396,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/posts\/18384\/revisions\/18396"}],"wp:attachment":[{"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/media?parent=18384"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/categories?post=18384"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/danoday.com\/blog\/wp-json\/wp\/v2\/tags?post=18384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}