{"id":20745,"date":"2019-04-25T00:04:31","date_gmt":"2019-04-25T07:04:31","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=20745"},"modified":"2019-04-25T00:04:31","modified_gmt":"2019-04-25T07:04:31","slug":"radio-commercial-critique-zelle","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2019\/04\/radio-commercial-critique-zelle\/","title":{"rendered":"RADIO COMMERCIAL CRITIQUE: ZELLE"},"content":{"rendered":"

A Loyal Reader<\/span><\/strong> sent me this radio spot.<\/span><\/p>\n


\nThe reader added, \u201cInstead of answering the question, \u2018What’s in it for me?\u2019 it focuses on \u2018What’s in it for the babysitter?\u2019 <\/span>Frankly, I couldn’t care less if my babysitter is inconvenienced if I write her a check for her services. If she doesn’t like it, I can find a new babysitter (and her sarcastic attitude indicates that she’s annoyed with the job, anyway).”<\/span><\/p>\n

Dan\u2019s Response:<\/span><\/strong><\/span><\/p>\n

Loyal Reader<\/span> is correct.<\/span><\/p>\n

(Effective) Radio Advertising Solves Problems.<\/span><\/strong><\/h2>\n

As Loyal Reader<\/span> points out, the only problem illustrated in that commercial is \u201cthe check you\u2019re handing me and {shudder} the days it will take to clear.\u201d<\/span><\/p>\n

Let\u2019s assume that, for babysitters, that\u2019s a genuine problem.<\/span><\/p>\n

But this radio ad doesn\u2019t target babysitters.<\/span><\/p>\n

It speaks to people who employ babysitters.<\/span><\/p>\n

\"\"<\/span><\/p>\n

What problem does \u201cpay your sitter easily with Zelle<\/a>\u201d solve for the employer?<\/span><\/p>\n

As Loyal Reader<\/span> suggests, if I were paying that babysitter I\u2019d be looking for ways to make the experience even more annoying for her:<\/span><\/p>\n

\u201cBecause odd-numbered years are unlucky, I\u2019ve dated this check January 13, 2023. Please don\u2019t try to deposit it before then.\u201d<\/span><\/em><\/p>\n

A Few More Structural Criticisms<\/span><\/strong><\/span><\/h2>\n

The opening line of your commercial<\/a> is the commercial for the commercial.<\/span><\/p>\n

It\u2019s your one opportunity to command the attention of the targeted listener \u2014 in this case, a bill-paying parent (or, more broadly, people who pay personal bills via check).<\/span><\/p>\n

On a scale of 0 to 100, how successful is this<\/em> opening line at commanding the attention of \u201cpeople who pay their personal bills via check\u201d?<\/span><\/p>\nhttp:\/\/danoday.com\/blog\/wp-content\/uploads\/2019\/04\/ZELLE-intro-only.mp3<\/a><\/audio>\n


\nDid I hear you say, \u201cMinus 50\u201d??<\/em><\/span><\/p>\n

The Actual Target Audience<\/span><\/strong><\/span><\/h2>\n

This campaign should be trying to reach:<\/span><\/p>\n

– People who\u2019ve never heard of Zelle but could find it to be a useful money-transferring tool<\/span><\/p>\n

– People who are at least somewhat familiar with the product but haven\u2019t become persuaded it\u2019s something that would benefit them.<\/span><\/p>\n

Does the Call to Action send them someplace (e.g., the advertiser\u2019s website) that might show them how much better their lives will be with Zelle?<\/span><\/p>\n

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

The Call to Action is, \u201cLook for Zelle in your banking app.\u201d<\/em><\/span><\/p>\n

Translation:<\/span><\/strong><\/span><\/p>\n

\u201cDo you use a banking app? No, we don\u2019t mean a debit card. Well, yes, if you log into your bank account online then technically you\u2019re accessing a banking application, but we\u2019re really talking about either mobile or desktop apps. What? No, not actually on your desk. In this instance, \u2018desktop\u2019 refers to what you see on your computer monitor…\u201d<\/span><\/em><\/p>\n

…and if the advertiser is lucky:<\/span><\/p>\n

\u201cYou do use a banking app? Great! Go log into that app now and look for \u2018Zelle\u2019 and do whatever it tells you to do to sign up for it. Never mind why or how that possibly could benefit you. Just do it! Our 30 seconds are almost\u201d —<\/span><\/em><\/p>\n

— \u201c…an Early Warning Services Trademark.\u201d<\/span><\/em><\/p>\n

Yep. We\u2019re all familiar with \u201cPrimacy\u201d and \u201cRecency,\u201d right?<\/span><\/p>\n

The final words of your commercial have the greatest chance of being remembered, of reverberating in the prospect\u2019s mind even after the spot has ended, of making a lasting impact on the targeted listener.<\/span><\/p>\n

And what\u2019s the Big Important Thing we really, really want the targeted listener to remember?<\/span><\/p>\n

Right. \u201c…{mumble mumble} Trademark.\u201d<\/em><\/span><\/p>\n

Overheard in Zelle\u2019s Executive Suite<\/span><\/strong><\/span><\/h2>\n

\u201cHow\u2019s that radio campaign doing for us?\u201d<\/span><\/em><\/p>\n

\u201cGreat! I just heard it this morning.\u201d<\/span><\/em><\/p>\n

(High-fives all \u2019round.)<\/span><\/p>\n

Download free radio copywriting audio seminar<\/a> here<\/span>.<\/p>\n","protected":false},"excerpt":{"rendered":"

A Loyal Reader sent me this radio spot. The reader added, \u201cInstead of answering the question, \u2018What’s in it for me?\u2019 it focuses on \u2018What’s in it for the babysitter?\u2019 Frankly, I couldn’t care less if my babysitter is inconvenienced if I write her a check for her services. If she doesn’t like it, I […]<\/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":[182,184,194,262,196,247,285],"class_list":{"0":"post-20745","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"tag-radio-advertising","8":"tag-radio-advertising-effectiveness","9":"tag-radio-advertising-expert","10":"tag-radio-commercial-critique","11":"tag-radio-commercials","12":"tag-radio-copywriting-tips","13":"tag-zelle-radio-commercial"},"yoast_head":"\nRADIO COMMERCIAL CRITIQUE: ZELLE<\/title>\n<meta name=\"description\" content=\"On a scale of 0 to 100, how effective would you say this opening line is at commanding the attention of the targeted listener to this radio commercial?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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