{"id":4821,"date":"2010-03-22T00:05:24","date_gmt":"2010-03-22T07:05:24","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=4821"},"modified":"2010-03-21T23:31:11","modified_gmt":"2010-03-22T06:31:11","slug":"city-of-hope-commercial","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/03\/city-of-hope-commercial\/","title":{"rendered":"MONDAY RADIO COMMERCIAL SMACKDOWN: City of Hopeless Commercial"},"content":{"rendered":"\"hospital<\/a>\n

This commercial begins promisingly…<\/p>\n

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

…by opening a possible dialogue with the listener:<\/p>\n

\n

“When it comes to cancer, should all women be the same?”<\/p>\n<\/blockquote>\n

But with their second line it becomes obvious they’re not interested in a conversation with the targeted listener. The hospital just wants to brag:<\/p>\n

\n

“At City of Hope, we’re experts….”<\/p>\n<\/blockquote>\n

Can you believe a hospital that begins by talking about women and cancer actually says:<\/p>\n

\n

“We offer a variety of treatment options…”<\/p>\n<\/blockquote>\n

…and then smoothly segues to:<\/p>\n

\n

“Uterine and cervical cancers are highly curable if caught early.”<\/p>\n<\/blockquote>\n

That’s right, let’s speak as passively as possible. Don’t want to risk capturing anyone’s attention.<\/p>\n

\n

“And our surgeons have had excellent results using robotic surgery.”<\/p>\n<\/blockquote>\n

“Excellent results”?? What does that mean? Only 1 out of 3 patients dies?<\/p>\n

Advertising Solves Problems.<\/p>\n

Clue:<\/strong><\/span> Not one woman awakened this morning and thought, “If only I could find a robot to perform surgery on me…”<\/p>\n

\n

“It’s minimally invasive.”<\/p>\n<\/blockquote>\n

Look, Ma \u2014 That brochure is talking to me!<\/p>\n

“Minimally invasive” \u2014 Does that mean it doesn’t require major surgery? Only small incisions?<\/p>\n

Why don’t you say so?<\/p>\n

Yes, “minimally invasive” is a common term among surgeons and other medical folks. But if you’re not in the medical profession, when’s the last time you<\/strong> said the words, “minimally invasive”?<\/p>\n

Back to the bragging:<\/p>\n

\n

“We’re pioneering a two-part treatment…”<\/p>\n<\/blockquote>\n

(Yawn)<\/p>\n

\n

“Starting with surgery…”<\/p>\n<\/blockquote>\n

Someone please make him stop.<\/p>\n

“Followed by a 7-syllable word you’ve never heard of and can’t define or<\/strong> pronounce.”<\/p><\/blockquote>\n

But as long as the announcer pretends to know what he’s talking about….<\/p>\n

\n

“Few hospitals offer this potentially life saving treatment.”<\/p>\n<\/blockquote>\n

In other words:<\/p>\n

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

A successful radio commercial has a single Core Message:<\/strong><\/span> the one thing you want the targeted listener to hear, to understand and to remember.<\/p>\n

Good luck figuring out City of Hope’s Core Message.<\/p>\n","protected":false},"excerpt":{"rendered":"

This commercial begins promisingly… …by opening a possible dialogue with the listener: “When it comes to cancer, should all women be the same?” But with their second line it becomes obvious they’re not interested in a conversation with the targeted listener. The hospital just wants to brag: “At City of Hope, we’re experts….” Can you […]<\/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-4821","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO COMMERCIAL SMACKDOWN: City of Hopeless Commercial - 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\/03\/city-of-hope-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: City of Hopeless Commercial - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"This commercial begins promisingly… …by opening a possible dialogue with the listener: “When it comes to cancer, should all women be the same?” But with their second line it becomes obvious they’re not interested in a conversation with the targeted listener. 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