{"id":20073,"date":"2018-02-19T01:55:29","date_gmt":"2018-02-19T09:55:29","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=20073"},"modified":"2018-03-18T12:54:55","modified_gmt":"2018-03-18T19:54:55","slug":"radio-advertising-competing-banks","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2018\/02\/radio-advertising-competing-banks\/","title":{"rendered":"Radio Advertising Challenge: They Stole Our Name!"},"content":{"rendered":"

\"Radio<\/a>A Radio Advertising Advantage member asked for assistance with a thorny client problem.<\/span><\/p>\n

I’m sharing this with the member’s permission, and I’ve changed any identifying names.<\/span><\/p>\n

Both the radio station and the client are located what we’ll call “Smallville.”<\/span><\/p>\n

The sales manager described his client’s predicament as follows.<\/span><\/p>\n

\u201dThe client that I’m wrestling with now is First Federal Savings of Smallville. There’s a competitor in a nearby market that’s now moving into ours; their name is First Federal Savings of Farmington. The two names can’t be much closer and it creates a lot of confusion.\u00a0\u00a0We need a way to get people to first realize these are two different banks and then to differentiate one from the other.\u201d<\/span><\/em><\/p>\n

I went online and discovered the client had two locations in Smallville, and then I wrote this spot.<\/span><\/p>\n

Imagine that you’re on an airplane and the guy in the seat next to you <\/span><\/span>says, “Where’s City Hall?” How would you respond? Right; you’d have <\/span><\/span>to say, “What city are you talking about?” There are thousands of City <\/span><\/span>Halls. Just as there are lots of banks named “First Federal Savings” but <\/span><\/span>only only one in Smallville. So when someone around here mentions “First <\/span><\/span>Federal,” you know they mean First Federal Savings of Smallville…on <\/span><\/span>Delaware Street and also on Clancy Street right here in \u2014 of course \u2014 Smallville.<\/span><\/span><\/p>\n

Oops \u2014 What I didn’t know was that First Federal Savings of Farmington had opened a branch in Smallville.<\/span><\/p>\n

That meant I couldn’t say there’s “only one” First Federal Savings in Smallville.<\/span><\/p>\n

So I had to rewrite to be more specific while still stressing that “we’re the local guys; anyone else is an outsider.”<\/span><\/p>\n

Imagine that you’re on an airplane and the guy in the seat next to you <\/span>says, “Where’s City Hall?” How would you respond? Right; you’d have <\/span>to say, “What city are you talking about?” There are thousands of City <\/span>Halls. Just as there are lots of banks named “First Federal Savings,” but <\/span>there’s only one First Federal Savings of Smallville. So when someone around here mentions “First <\/span>Federal,” you know they mean First Federal Savings of Smallville…on\u00a0<\/span>Delaware Street and also on Clancy Street right here in \u2014 of course \u2014 Smallville.<\/span><\/span><\/p>\n

========================
\nIf you don\u2019t need our usual fancy packaging, you can get my two big, $399 radio copywriting courses, How to Create Maximum Impact Radio Advertising<\/em> and Hypnotic Advertising,<\/em> for a measly $149.<\/span><\/p>\n

Act fast. As I write this, we have only 8 sets of this special \u201cJumbo Pack\u201d<\/a> remaining.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A Radio Advertising Advantage member asked for assistance with a thorny client problem. I’m sharing this with the member’s permission, and I’ve changed any identifying names. Both the radio station and the client are located what we’ll call “Smallville.” The sales manager described his client’s predicament as follows<\/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-20073","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRadio Advertising Challenge: They Stole Our Name!<\/title>\n<meta name=\"description\" content=\"There's a competitor in a nearby market that's now moving into ours. 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