{"id":6852,"date":"2010-08-25T00:05:10","date_gmt":"2010-08-25T07:05:10","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=6852"},"modified":"2010-08-15T16:55:41","modified_gmt":"2010-08-15T23:55:41","slug":"radio-advertising-tips","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2010\/08\/radio-advertising-tips\/","title":{"rendered":"RADIO ADVERTISING PRINCIPLE: SENSE OF URGENCY"},"content":{"rendered":"

\"radio<\/a>Unless you’re doing “Institutional” or “Image” advertising \u2014 which ad agencies love but which usually are bad investments for advertisers \u2014 your advertising should have a clear Call to Action.<\/p>\n

A “good” commercial is one that motivates the listener to act on the sales message. (As David Ogilvy said, “Don’t tell me you love my ad. Tell me you bought the product.”)<\/p>\n

There is nothing as powerful as a Sense of Urgency to motivate people to act. (That is why it is far easier to sell a cure than it is to sell a prevention.)<\/p>\n

“Limited supply”<\/em> \u2014 if genuine and if communicated convincingly \u2014 can lend a sense of urgency to a sales offer. (Think about past holiday seasons when parents frantically ran all over town, searching for the nearly-impossible-to-find “Tickle Me Elmo” or “Cabbage Patch” dolls.)<\/p>\n

The limited supply might refer to the product itself. Or it might refer to some sort of bonus and\/or Gift With Purchase.<\/p>\n

Another very strong incentive to act is embodied in a deadline.<\/em><\/p>\n

In the U.S., we are required to report our income to the Internal Revenue Service. For individual taxpayers, the annual deadline for filing their tax returns is April 15.<\/p>\n

Based upon a completely nonscientific survey I’ve made of people I’ve met in life, I’d estimate that 43% of American taxpayers mail their income tax returns on April 14 or 15.<\/p>\n

Why do they wait so long?<\/p>\n

Is it because April 15 is just too darned early in the year? If income tax returns weren’t due until, say, June 15, would everyone file their returns in May?<\/p>\n

No. They’d file on June 14 or 15.<\/p>\n

Why?<\/p>\n

Because true, enforceable deadlines are among the strongest motivators known to humans. (I don’t suppose you’ve ever stayed up all night finishing a school report…or a sales proposal for which you’ve had weeks during which to prepare.)<\/p>\n

The following is not<\/strong> a deadline:<\/p>\n

“With prices like these, you know they won’t last forever!”<\/em><\/p>\n

Neither is:<\/p>\n

“Hurry, this sale ends soon!”<\/em><\/p>\n

A deadline is:<\/p>\n

“Friday night at 9.”<\/em><\/p>\n

“December 31.”<\/em><\/p>\n

“Tomorrow at Noon.”<\/em><\/p>\n

Grocery stores understand this. Odds are the supermarket you patronize has weekly “specials.” They probably begin on Thursday and expire the following Wednesday.<\/p>\n

They don’t<\/strong> advertise their “storewide savings.” Instead, they offer something of genuine, measurable value \u2014 a great bargain \u2014 for a very limited time.<\/p>\n

Week after week after week.<\/p>\n

Why?<\/p>\n

To motivate grocery shoppers to return to their<\/strong> supermarkets week after week after week.<\/p>\n

The more you can educate your clients regarding the wisdom of making genuine, valuable special offers with deadlines, the more money you can make for them.<\/p>\n","protected":false},"excerpt":{"rendered":"

Unless you’re doing “Institutional” or “Image” advertising \u2014 which ad agencies love but which usually are bad investments for advertisers \u2014 your advertising should have a clear Call to Action. A “good” commercial is one that motivates the listener to act on the sales message. (As David Ogilvy said, “Don’t tell me you love my […]<\/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-6852","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nRADIO ADVERTISING PRINCIPLE: SENSE OF URGENCY - 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\/08\/radio-advertising-tips\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RADIO ADVERTISING PRINCIPLE: SENSE OF URGENCY - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Unless you’re doing “Institutional” or “Image” advertising \u2014 which ad agencies love but which usually are bad investments for advertisers \u2014 your advertising should have a clear Call to Action. 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