THE WORST ENEMY OF RADIO ADVERTISING
My job is quite unusual. I’m a radio advertising expert who teaches copywriters how to write radio commercials — the kind of effective radio advertising that produces profitable results for the radio advertiser.
The worst thing that ever happened to the radio advertising industry occurred sometime in the last century when some well-meaning person foolishly labelled the department in charge of crafting radio commercials as “Creative.”
As a result, being “creative” is the goal of most people who produce radio advertising. They even give awards for the “most creative” commercials.
And this is the first thing you must understand:
RADIO ADVERTISING IS NOT A CREATIVE EXCERCISE; IT’S MASS SALESMANSHIP.
The purpose of a radio commercial is not to be creative. The purpose is, simply, to sell.
“Creativity” is not what you should strive for. Creativity is a tool to help you accomplish your task.
People who make their livings by harnessing their creativity never wake up in the morning thinking, “I really want to be creative today!” Instead, they wake up with a problem they need to solve:
The novelist wants to make the middle chapters move more quickly.
The playwright is having trouble making the third act work.
The architect is trying to find a way to create a building he can be proud of despite the severely limited budget.
So…Exactly what IS a commercial that “sells”? How do you know when you have a commercial that sells?
Is it one that keeps repeating the advertiser’s name? That gives a price? That tells you all about the product’s benefits? That gives a phone number repeatedly?
No. A commercial that sells is a commercial that motivates the listener to act.
To go to the car dealer and test-drive a vehicle.
To pick up the phone, call the toll-free number, and request the free information booklet.
To smell the perfume at the department store.
A radio commercial that sells is a radio commercial that motivates the listener to act.
July 31 2010 07:11 am | Business: Advertising