{"id":54,"date":"2008-07-30T00:02:00","date_gmt":"2008-07-30T07:02:00","guid":{"rendered":"http:\/\/danoday.com\/blogWORDPRESS\/2008\/07\/30\/focusing-on-the-fear\/"},"modified":"2008-07-30T00:02:00","modified_gmt":"2008-07-30T07:02:00","slug":"focusing-on-the-fear","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2008\/07\/focusing-on-the-fear\/","title":{"rendered":"FOCUSING ON THE FEAR"},"content":{"rendered":"

<\/p>\n

If you saw Monday’s Commercial Smackdown<\/a>, you might recall my saying the #1 objection “laser eye surgery” places need to overcome in their radio advertising is Fear<\/span>.<\/p>\n

Here’s a commercial that’s running for one of their competitors right now. Notice what they focus on most:
<\/span><\/p>\n<\/p>\n

<\/p>\n

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<\/span><\/div>\n

<\/p>\n

Is that a great commercial? No, but it’s effective… especially as part of a drip-drip-drip Chinese water torture campaign that eventually wears down the fear-driven resistance.<\/p>\n

They touch upon the “expensive” objection at the end, which doesn’t help but does no real damage.<\/p>\n

As their competitor did, they give a vanity phone number and<\/span> a numeric number. Dumb.<\/p>\n

And they give both a phone number and a Web address \u2014 nearly always a bad idea. You’ve heard me say it before: In a radio commercial, choice paralyzes response.<\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

If you saw Monday’s Commercial Smackdown, you might recall my saying the #1 objection “laser eye surgery” places need to overcome in their radio advertising is Fear. Here’s a commercial that’s running for one of their competitors right now. Notice what they focus on most: Is that a great commercial? No, but it’s effective… especially […]<\/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-54","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nFOCUSING ON THE FEAR - 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\/2008\/07\/focusing-on-the-fear\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FOCUSING ON THE FEAR - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"If you saw Monday’s Commercial Smackdown, you might recall my saying the #1 objection “laser eye surgery” places need to overcome in their radio advertising is Fear. 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