{"id":19312,"date":"2016-09-26T00:01:11","date_gmt":"2016-09-26T07:01:11","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=19312"},"modified":"2016-09-26T00:01:11","modified_gmt":"2016-09-26T07:01:11","slug":"radio-commercial-needs-lyft","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2016\/09\/radio-commercial-needs-lyft\/","title":{"rendered":"THIS RADIO COMMERCIAL NEEDS A LYFT"},"content":{"rendered":"

\"radio<\/a> First, let’s listen to the radio commercial.<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2016\/09\/Lyft-Radio-Commercial.mp3<\/a><\/audio>\n

\u00a0<\/span><\/p>\n

While none of this commercial is particularly good, it begins promisingly enough by establishing the message:<\/span><\/p>\n

“8 out of 10 drivers prefer driving for Lyft rather than for Uber.”<\/span><\/p><\/blockquote>\n

At least, that’s what I thought at first.<\/span><\/p>\n

They list a bunch of reasons why it’s better to be a Lyft driver than an Uber driver. <\/span><\/p>\n

And toward the end of the spot they say, “Experience the difference at Lyft.”<\/em><\/span><\/p>\n

That suggests their goal either is:<\/span><\/p>\n

\u2022<\/span> to convince Uber drivers to defect to Lyft<\/span><\/p>\n

or<\/span><\/em><\/p>\n

\u2022<\/span> To convince people who are thinking of becoming Uber or Lyft drivers to choose Lyft.<\/span><\/p>\n

Either way, it’s a recruitment spot.<\/span><\/p>\n

But 26 seconds into the ad, the announcer lists various ways in which you might be able to use extra money.<\/span><\/p>\n

If you’re already an Uber driver or thinking of becoming one, you don’t need a radio commercial to tell you how that extra money might come in handy. You know exactly how those extra bucks will be used. <\/span><\/p>\n

Pointing out ways in which the listener could use the extra money they could earn doesn’t promote Lyft; it promotes the idea of becoming a driver for Lyft, Uber, or other similar companies. <\/span><\/p>\n

It advertises the industry, not an individual company.<\/span><\/p>\n

It can’t be both. <\/span><\/p>\n

A radio commercial can’t succeed in accomplishing two distinctly different goals.<\/span><\/p>\n

So which is it?<\/span><\/p>\n

I wouldn’t try to guess what their one goal is, because it’s obvious the advertiser doesn’t know what it is, either.<\/span><\/p>\n

A Closer Look at the Structure of this Radio Commercial Script<\/span><\/strong><\/span><\/h2>\n

\u2022<\/span> Twice the announcer says, “That’s right!”<\/em><\/span><\/p>\n

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

How does the announcer\u2019s confirming that what he just told you is correct increase the impact of the message?<\/span><\/p>\n

\u2022<\/span> They give a clear Call to Action: “Apply at LALyft.com.”<\/em><\/span><\/p>\n

Unfortunately, after they give that Call to Action…<\/span><\/p>\n

They keep talking!<\/span><\/p>\n

“While you jot that down, here’s another fun fact: Lyft is the only that allows tipping…”<\/span><\/p><\/blockquote>\n

Wait, which do you want me to do? Jot down the URL where I can apply for a job with Lyt, or listen to “another fun fact”?<\/span><\/p>\n

Radio Copywriting Tip<\/span><\/strong><\/span><\/h2>\n

Don’t give your Call to Action before you’ve fully established the value of your offer. <\/span><\/p>\n

Finish your list of “Why Lyft is better than Uber” and then<\/em> tell the interested, targeted consumer what action to take.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

First, let’s listen to the radio commercial. \u00a0 While none of this commercial is particularly good, it begins promisingly enough by establishing the message: “8 out of 10 drivers prefer driving for Lyft rather than for Uber.” At least, that’s what I thought at first. They list a bunch of reasons why it’s better to […]<\/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-19312","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nTHIS RADIO COMMERCIAL NEEDS A LYFT<\/title>\n<meta name=\"description\" content=\"Why does the announcer in this radio commercial for Lyft keep saying that? Why does he keep talking after the message is delivered? 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