Sunday, February 14, 2010

What If They Played A Commercial And Nobody Came?

Have you heard any good radio spots lately? 

I’m not surprised. Buy a local radio spot, and your copywriter could very well be the receptionist, the overnight DJ, or even the guy who sold you the spot.

Nothing against those particular jobs, but it just means that the crafting of your message is left to someone who needs something else to fill their already busy day. How much of their time do you think your business will get?

Are they vesting enough of their skills and experience to make sure you’re reaching the audience you need with the message that will tempt them to buy? Or will they use the same trite, unemotional babble on your spot as they used on the last 12 spots they wrote that day?

But, if you're  having an all out SALEABRATION, and prices will never be lower at all of our 16 convenient locations, so hurry in today because these prices can’t last, then maybe you’re getting exactly what you want.

But if you realize that your customers talk to each other, compare notes, and are actual living, breathing humans with a brain, and a life, then you might want to communicate with them rather than talking at them.

If you think that actual conversations go something like:

Hi Bill
Hi Ted
Say, Bill, where did you get that dandy garden weeder?
Ted, I shopped the grand opening of Middleburg’s newest garden superstore

No, you don’t really believe that, do you?

Next time you’re planning that radio campaign, DEMAND a copywriter who has actually seen your business, maybe has even shopped there, knows who your customers are, and what’s important to them. DEMAND one who knows creativity doesn’t mean just throwing a few adjectives at the problem.

“But OUR production services are FREE”, the radio ad exec says

And it’s still true:  - You Get What You Pay For.

--Thanks for reading.

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