June 12, 2017
(By Michael Dudding)
(By Michael Dudding)
My last submission to Radio Ink said “don’t get me started on telephone numbers” in ads. Since only 0.24923% of Americans have a photographic memory, the phone number within a commercial is probably forgotten long before the commercial ends. The exception might be a business that has some unique alphabet spelling that describes the business. Example: Lawn & Landscape Business: 1-555-555-DIRT.
Addresses in commercials are almost as bad, especially those that take as much time to explain as it does the side effects of Cialis! Addresses might work IF you have a “landmark” location in the ad. Example, “located across the street from the Welcome to Hooterville sign”.
My dentist loves me because I grind my teeth when I hear 4, 5, or 6 year olds “trying to record a commercial”. The store owner might think it’s cute because it sets their business apart from other stores. It certainly does. It numbs your brain. Pretty good chance your I.Q. and the store owners I.Q. just dropped 5 points. The audience’s “I can’t believe I’m hearing this” far surpasses the message.
I highly doubt these monotone, lack of excitement or energy commercials ever helped renew an annual account. Try a new approach. Tell me, sell me on why I should do business with you. The number one reason consumers buy is enthusiasm.
Another problem cheating radio of advertising dollars is having the business owner or store representative voice a commercial. I suggest be very selective when allowing a store owner or employee wanting to voice the entire message. If you can find an owner or employee that continually erupts in excitement about their product or business, that’s a start. (That person probably would be a welcome addition to your sales team).
Now the hard part. Who is the best person to tell the story about your radio station? Same is true with a business. Having them write the message takes patience and coaching. I never met a store owner or manager who went to college to learn how to write commercial. On the upside, if and when you do find a store owner or store employee who has currently ability and potential, generally the commercial quality improves over time.
For those businesses who insist on recording their own commercial, I always preface this demand by saying, “if it doesn’t sound good enough, we probably shouldn’t use it because I don’t want to embarrass you or your business. And what our ultimate goal? Increase traffic, sales and profits.” Most businesses understand.
However, some radio stations still succumb to inferior commercials that only decrease our unfair share of advertising dollars. Generally, newer sales reps allow these types of messages to please their boss and to reach goals. Blame poor sales training by the Sales Manager. When print media advertising is plummeting, radio has an opportunity. My next article deals with combating print media.
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