{"id":362,"date":"2009-04-30T00:32:00","date_gmt":"2009-04-30T07:32:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2009\/04\/30\/radio-advertising-requires-more-than-just-a-slogan\/"},"modified":"2009-04-30T00:32:00","modified_gmt":"2009-04-30T07:32:00","slug":"radio-advertising-requires-more-than-just-a-slogan","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2009\/04\/radio-advertising-requires-more-than-just-a-slogan\/","title":{"rendered":"RADIO ADVERTISING REQUIRES MORE THAN JUST A SLOGAN"},"content":{"rendered":"

<\/p>\n\"\"<\/a>\n

A Reader Asks:<\/span><\/p>\n<\/p>\n

It’s a constant challenge for us to write copy for car dealers and come up with something new and different. The usual approach these days is for a screaming guy to tell you all the reasons why people with bad credit should shop at a particular place. They all sound the same… and are obnoxious.<\/p>\n

We have a client called “Courtesy Ford” that wants a new approach. The ideas that immediately came to mind were playing off the word “Courtesy.” We thought about using the “Politeness Police” going around to other fictitious car dealers and busting them for being rude, and then coming back to Courtesy and saying we couldn’t find any infractions there.<\/p>\n

We also got out the thesaurus and came up with a bunch of phrases like agreeable, thoughtful, respectful… maybe offering a “politeness guarantee.” But we’re stuck as to how to proceed.<\/p>\n

They’d like an ad with a :15 second donut to talk about specific deals. Any ideas you could throw my way would be much appreciated.<\/p>\n<\/blockquote>\n

My Reply:<\/span><\/p>\n

Although I’m sure you could come up with a series of cute commercials centered on “Courtesy,” you wouldn’t be doing the dealership a favor by airing them unless they truly are more courteous than the competition…which I doubt.<\/p>\n

In reality, they’re probably no more courteous than other car dealers. So every time a potential customer experiences a less than courteous encounter with this dealer, they will remember this ad campaign and think, “Yeah, right.”<\/p>\n

And even if they are more courteous than the competition, I have never heard of a customer who chose one car dealership over another because of the politeness factor. Customers choose car dealerships on the basis of price and trust.<\/p>\n

Rather than base an entire campaign around a word in the client’s name, I would go back to the client and ask a series of questions designed to uncover a demonstrable advantage of buying a car from Courtesy Ford… their Unique Selling Proposition.<\/p>\n","protected":false},"excerpt":{"rendered":"

A Reader Asks: It’s a constant challenge for us to write copy for car dealers and come up with something new and different. The usual approach these days is for a screaming guy to tell you all the reasons why people with bad credit should shop at a particular place. 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