{"id":9244,"date":"2011-04-04T00:01:32","date_gmt":"2011-04-04T07:01:32","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=9244"},"modified":"2011-04-02T21:13:29","modified_gmt":"2011-04-03T04:13:29","slug":"radio-advertising-copywriting","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2011\/04\/radio-advertising-copywriting\/","title":{"rendered":"MONDAY RADIO ADVERTISING SMACKDOWN: Sell The What, Not The How"},"content":{"rendered":"

Years ago I advised a nightclub whose owner insisted on talking about his new $75,000 sound system.<\/p>\n

I told him, “Nobody cares that your new sound system cost you $75,000.”<\/em><\/p>\n

That kinda hurt his feelings, because spending that $75,000 was a big deal to him.<\/p>\n

“What will your patrons experience as a result of your new sound system?”<\/em><\/p>\n

“A state of the art audio system!” <\/em>he enthused.<\/p>\n

“So? How will that affect your patrons?”<\/em><\/p>\n

“They’ll enjoy the music more.”<\/em><\/p>\n

“Why?”<\/em><\/p>\n

(Exasperated) “Because it’s a brand-new $75,000 system!”<\/em><\/p>\n

“Why does that mean they’ll enjoy the music more?”<\/em><\/p>\n

“Look, at most clubs you’ve got the deejay on one side, separated from the crowd…even if it’s a small space. The music comes at you from the ceiling. But with this system, the floor literally vibrates to the music. It’s like…like you’re not dancing ‘to’ music; you become part<\/strong> of the music. It’s extraordinary. That’s why I spent $75,000 to buy \u2014”<\/em><\/p>\n

“Don’t tell me the name of the system.”<\/em><\/p>\n

“Why not?”<\/em><\/p>\n

“You’re not selling the audio system. You’re selling the extraordinary experience of becoming part of the music…and, I’m guessing, part of the entire crowd on the dance floor?”<\/em><\/p>\n

“Exactly!”<\/em><\/p>\n

We filled the club with our radio campaign.<\/p>\n

Today’s Lesson That Applies To All Advertising Media<\/h3>\n

Talk to your prospects about things they care about, in their language.<\/p>\n

Here’s a huge sign over a local dry cleaning establishment….<\/p>\n\"radio<\/a>\n

There might be dry cleaning customers who are looking for an establishment that uses “environmentally conscious” equipment and materials.<\/p>\n

But there isn’t a single “civilian” anywhere who is looking for an establishment that has “the latest state of the art DF-2000 dry cleaning and special wet cleaning systems.”<\/p>\n

Is it possible that DF-2000 paid for part or all of that sign? Yes.<\/p>\n

Even if the store got the sign for free, would they have attracted more customers by paying for a sign that gives people a reason to want to patronize that store? Yes.<\/p>\n","protected":false},"excerpt":{"rendered":"

Years ago I advised a nightclub whose owner insisted on talking about his new $75,000 sound system. I told him, “Nobody cares that your new sound system cost you $75,000.” That kinda hurt his feelings, because spending that $75,000 was a big deal to him. “What will your patrons experience as a result of your […]<\/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-9244","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nMONDAY RADIO ADVERTISING SMACKDOWN: Sell The What, Not The How - 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\/2011\/04\/radio-advertising-copywriting\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MONDAY RADIO ADVERTISING SMACKDOWN: Sell The What, Not The How - DAN O\u2019DAY TALKS ABOUT RADIO\" \/>\n<meta property=\"og:description\" content=\"Years ago I advised a nightclub whose owner insisted on talking about his new $75,000 sound system. 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