Sunday, January 03, 2010

But Enough About You, Let's Talk About Me

You’re at a party when someone you don’t know comes up to you and starts talking.

They talk about themselves. Everything. They tell you how great they are, and how many friends they have, and how many things they own. You smile and nod as you search frantically for somewhere else to be.

You’ve just met a typical radio ad.

The latest Adweekmedia/Harris Poll says that only 3% of adults find radio ads helpful when making a buying decision. It’s no wonder. Because most radio ads are like that obnoxious party guest: in your face and talking only about themselves. My Dad always said if you want someone to be interested in YOU, then you have to talk about THEM.

How many radio ads do you hear on a regular basis that talk about you? Apparently only 3% or less. 

Because the majority of radio ads are not compelling or engaging. They don’t tell a story; they give a laundry list of items or services, or tell you that they are simply THE thing for all your (fill-in-the-blank) needs. 

The medium of radio CAN be the most powerful communications portal on the planet, because radio tickles the emotion. It’s a best friend when it talks directly to YOU. Americans don’t gather ’round the radio like they did in the 30’s and 40’s for entertainment. They listen one on one. Radio stopped communicating one on one. It took too much time to establish that audience rapport; it wasn’t bottom line effective for 97% of advertisers. 

Looks like there’s only 3% of radio ads that are effective. If I were a radio advertiser, before I spent another dollar, I’d find out what those spots are doing to reach their buyers.

And then, I’d hire the best copywriter I could find.

–Thanks for reading

No comments: