{"id":4419,"date":"2010-02-22T00:05:46","date_gmt":"2010-02-22T08:05:46","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=4419"},"modified":"2010-02-21T23:25:13","modified_gmt":"2010-02-22T07:25:13","slug":"new-york-mint-radio-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/02\/new-york-mint-radio-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: New York Mint"},"content":{"rendered":"

\"radio<\/a>This commercial critique will surprise and probably annoy some Loyal Readers. First, the radio commercial:<\/p>\n

<\/embed><\/object><\/p>\n

You’re waiting for me to tear it apart, right?<\/p>\n

But overall, I’m impressed.<\/p>\n

\u2022 Yes, “Back to programming in a minute” <\/em>will drive PDs crazy. But I’m evaluating this from the advertiser’s and prospect’s perspective, not the radio station’s. And the advertiser is attempting to create the illusion of a radio host talking about something that interests here \u2014 while simultaneously stating quite clearly that what she’s about to say is not<\/strong> programming.<\/p>\n

Which minimizes their exposure to accusations of trying to disguise the fact that the listener is hearing advertising.<\/p>\n

\u2022 They’re smart enough not<\/strong> to say, “Listen to what it says here in the paper…”<\/p>\n

They understand that the sound effect of rustling newspaper is enough to paint the appropriate picture in the listener’s mind. They’re smart enough to “show” rather than to “tell.”<\/p>\n

\u2022 “There’s a number you can call” \u2014<\/em> They refer to the existence of a phone number but they don’t give it yet. Why not? Because they haven’t yet given listeners a reason to want to call.<\/p>\n

\u2022 “It says that during the Great Depression, people were greedy for gold coins, because no one wanted to face economic turbulence without the security gold.” <\/em>\u2014 Selling is educating. They’re planting the seeds of why<\/strong> the listener should care.<\/p>\n

\u2022 She’s telling a story. The story is carefully constructed to make people want to call that phone number, but it’s a story…not a brochure.<\/p>\n

\u2022 “That’s why most of us have never even seen a classic U.S. gold coin.”<\/em> While my jaded advertising ears can’t help but guess that “classic U.S. gold coin” contains some weasel words \u2014 meeting some legal technicality \u2014 that’s a great line.<\/p>\n

They’re taking a truth \u2014 most people haven’t seen a classic U.S. gold coin \u2014 and the story she’s telling at last solves the mystery that we didn’t even realize existed before this commercial began. The fact that you’ve never seen a U.S. gold coin somehow proves this commercial is truthful.<\/p>\n

\u2022 Here’s a left-handed compliment: The voice person doesn’t sound like a real person, talking conversationally. Purely from a VO performance perspective, it’s not an impressive read. Instead, she sounds like a radio host \u2014<\/em> not a great one, not a terrible one.<\/p>\n

So while she doesn’t sound as though she’s sharing some intriguing piece of information she’s just stumbled upon \u2014<\/em> as a truly good radio personality would \u2014 she doesn’t sound like a commercial announcer, either.<\/p>\n

She comes across as someone doing a mediocre job of sharing something she hopes is interesting to her listeners. Good radio program? No. Effective radio commercial? Yes.<\/p>\n

\u2022 She does get bogged down at the halfway point as she struggles to make “gleaming U.S. gold coins minted between 1866 and 1993, all uncirculated”<\/em> sound conversational. I’m guessing that bit of required info presented the copywriter with a bit of a struggle.<\/p>\n

\u2022 “It says the New York Mint is releasing them to the public” <\/em>\u2014 Again reinforcing the verbal reality of “Hey, did you see what it says here in the paper…?”<\/p>\n

\u2022 “…when you call…Here it is”<\/em> — And for the first time she gives the phone number.<\/p>\n

She hasn’t been shouting it at the listener throughout the commercial. Instead, she introduces it only after \u2014 hopefully\u2014 she has caused some people to think, “Hmm, maybe I should check that out. How do I found out more about this ‘gold coin’ thing?”<\/p>\n

The woman doesn’t imply the phone number has any intrinsic value. It’s just something she’d seen in this “article” she’s been referring to, and it’s important only insofar as it will help interested listeners find out how they can take part in this wonderful, historic opportunity.<\/p>\n

(Is it a wonderful opportunity? Is it historic? I have no idea. I’m not endorsing the product. I’m complimenting the radio commercial that sells it.)<\/p>\n

\u2022 “Wouldn’t that be amazing?”<\/em> \u2014 Really nice line, well delivered. Very un-announcerish.<\/p>\n

\u2022 The weakest element of the spot is the fuzzy reason given to cal lthat phone number. For “free historic information?”<\/em> (Let me guess: That’s another way of saying “sales brochure.”)<\/p>\n

For the “free collector’s DVD?”<\/em> What’s on that DVD? Why does it have value to the targeted listener?<\/p>\n

In reality \u2014 still guessing, but willing to back up my guess with a large wager \u2014 the DVD is a sales pitch. But if it pitches the value of these “collectors’ coins,” then I’d say technically it does qualify as a “collector’s DVD.”<\/p>\n

Do I endorse this product? No. Nor do I suggest you invest in gold coins. I don’t know anything about that.<\/p>\n

But I know good advertising when I hear it.<\/p>\n","protected":false},"excerpt":{"rendered":"

This commercial critique will surprise and probably annoy some Loyal Readers. First, the radio commercial: You’re waiting for me to tear it apart, right? But overall, I’m impressed. \u2022 Yes, “Back to programming in a minute” will drive PDs crazy. But I’m evaluating this from the advertiser’s and prospect’s perspective, not the radio station’s. And […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-4419","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: New York Mint - DAN O\u2019DAY TALKS ABOUT RADIO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/danoday.com\/blog\/2010\/02\/new-york-mint-radio-commercial\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY RADIO COMMERCIAL SMACKDOWN: New York Mint - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This commercial critique will surprise and probably annoy some Loyal Readers. First, the radio commercial: You’re waiting for me to tear it apart, right? But overall, I’m impressed. \u2022 Yes, “Back to programming in a minute” will drive PDs crazy. But I’m evaluating this from the advertiser’s and prospect’s perspective, not the radio station’s. 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