{"id":18711,"date":"2015-11-23T00:35:23","date_gmt":"2015-11-23T08:35:23","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=18711"},"modified":"2015-11-23T15:40:02","modified_gmt":"2015-11-23T23:40:02","slug":"radio-commercial-danger","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2015\/11\/radio-commercial-danger\/","title":{"rendered":"The Danger of the Wrong Story in a Radio Commercial"},"content":{"rendered":"

\"Radio<\/a>First, let’s listen to this radio commercial…without<\/em> reading the comments I’ve made beneath it.<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2015\/11\/Cedars-Heart.mp3<\/a><\/audio>\n

In a Radio Spot, the Pictures You Paint in the Listeners’ Minds Are the Only Things They’ll Remember.<\/span><\/strong><\/h2>\n

The story begins, “I was informed I had to have my heart removed immediately. So the team at Cedars-Sinai gave me a portable heart until a human heart was available to me.”<\/span><\/p>\n

Huh?<\/span><\/p>\n

Wait.<\/span><\/p>\n

What??<\/span><\/p>\n

You had to have your heart removed immediately?<\/span><\/p>\n

And they gave you a portable heart<\/em> to use for a while?<\/span><\/p>\n

If you listened to that spot just once, you don’t remember any<\/em> of the rest of that radio ad, do you?<\/span><\/p>\n

That’s because all of the pictures came before the sales copy and the (sigh)<\/em> two Calls to Action.<\/span><\/p>\n

Radio advertising isn’t only a matter of painting pictures in the listeners’ minds<\/a>. It’s a matter of painting the right<\/em> pictures. Because those pictures are what listeners will remember. <\/span><\/p>\n

Do You Believe That’s a Real Patient Telling the Story?<\/span><\/strong><\/h2>\n

Raise your hand if you believe that was a real patient.<\/span><\/p>\n

Now raise your hand if you believe that was someone pretending to be a real patient.<\/span><\/p>\n

Just as I thought: Half the readers of this critique think the guy was “real.” The other half thinks it was someone playing a role.<\/span><\/p>\n

If you’re in the half that think that guy’s not real, here’s why:<\/span><\/p>\n

He didn’t have a name.<\/span><\/p>\n

If his words had been, “My name is Bob Levitsky. I’m an accountant in Torrance, California,” we all would have believed him.<\/span><\/p>\n

Because real people have names.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

First, let’s listen to this radio commercial…without reading the comments I’ve made beneath it. In a Radio Spot, the Pictures You Paint in the Listeners’ Minds Are the Only Things They’ll Remember. The story begins, “I was informed I had to have my heart removed immediately. So the team at Cedars-Sinai gave me a portable […]<\/p>\n","protected":false},"author":30,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-18711","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\n\u00a0The Danger of the Wrong Story in a Radio Commercial<\/title>\n<meta name=\"description\" content=\"Radio advertising isn't just a matter of painting pictures in the listeners' minds. It's painting *the right* pictures. 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