And More! (Resist the Temptation)

Image courtesy of "khunaspix" / FreeDigitalPhotos.net Ad writing tip: Try handwriting first, then type out your script. I'd even wait a day before typing it out. You'll find more improvements to make the next day.

Image courtesy of “khunaspix” / FreeDigitalPhotos.net
Ad writing tip: Try handwriting first, then type out your script. I’d even wait a day before typing it out. You’ll find more improvements to make the next day.

I caught myself typing “and more!” in a recent radio script I was writing for a special event. I slapped myself silly and then deleted that ugly, meaningless phrase. There was a small amount of blood, but I’m OK.

Why does “and more!” make it into WAY too many radio ads? Couple of reasons I suspect.

1) Lack of information. You’re trying to list a few things about the business or about a special event…and you really only have about two things to list but it doesn’t feel like that’s enough…so you type “and more!” thinking that the public will want to check out all the “and more” that there is to offer.

2) The client wants you to insert “and more!” into the ad copy. Probably because they’re terrified of leaving anything out…and they feel they’re safe if they add “and more!” They also probably feel that everyone hearing the ad will say, “And more?! Oh, boy! I can’t wait to find out what the ‘and more’ is!!!”  

Whether you’re a radio advertising copy writer or a business owner writing your own ad copy…I beg of you to resist the temptation to put “and more” into your copy. Let me explain why…

People don’t hear those two words in your ad. And even if they do, they won’t even have a clue what they would entail. And they won’t be excited about those words, pondering what exciting and mysterious things could be waiting for them at your business or special event.

So, the words “and more” in your ad…are DEAD WORDS. They mean nothing. People want to know specifics. They want the juicy facts! But if you’re insistent on using “and more” because you’re pig-headed or don’t believe me…at least say “and a whole wagon-load of whatchamacallits!” in your radio spot instead. You might as well get some attention with your vagueness, right?

Maybe you’re a retail store and you’re having a huge sale. You decide to mention a bunch of name brands that you carry. After listing about 5 brands you say, “and more!” Sorry, but people aren’t going to fill in the blank. All they possibly heard are the brands they’re familiar with. Two out of the five if you’re lucky.

Fill your radio spots with something better. Get people’s attention. Tug at their emotional strings. Get them to FEEL what you can do for them. Make them want to experience what you can offer them. That won’t happen with laundry lists of unremarkable items and a whole bunch of “and mores” snapped onto the ends.

When you and I work together on your radio advertising campaign…or your special event advertising…I’m going to dig deeper. I’m going to make YOU dig deeper. Let’s give people some information they might actually care about. Let’s entertain them. Let’s make them LIKE you before they even become a customer. And when they do…then YOU can make them LOVE you. Sound like a plan?

Have a kick-butt-take-names kind of day!

Duane Christensen

605-940-7984

I write this blog on behalf of my own sales and marketing career at Results Radio Townsquare Media in Sioux Falls. (8-station radio group + ad writing + strategy). This is not the company website. This is my own personal radio advertising blog. I hope to educate future radio clients as well as share some extra insight to my current radio clients. I’ve been doing this long enough where I know what works and I know what doesn’t in the world of radio. When you want to make a splash and grow your business in the Sioux Falls and surrounding market, please get in touch with me. I’d be happy to talk about the options you have and share my ideas with you.

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SURPRISE’M WITH THE UNEXPECTED

What do the highest grossing movies in the world have in common?

They all have an above average degree of the unexpected. They keep you on your toes. They keep you wondering what’s coming next. They “change gears” dramatically and often.

And that’s what the best advertisements also have in common. When your ads are predictable, your prospects’ brains tune out and do something else. The headline of your ad should get you to listen to or read the next line. That line should get you to listen to or read the line after that…and so on. As soon as one of the lines in your ad is filled with word after word of predictability, your prospect will zone out and focus their attention on something more important.

If a husband buys his wife flowers every Valentine’s Day, his wife thinks it’s sweet, but it doesn’t “move” her like he’s hoping. But when he surprises her with flowers on a completely unexpected day, along with a hand-written note, her heart will flutter – mostly because it was unexpected. And what if he took it an extra step? What if he picked her up after work and they headed off to a stress-free mini-vacation for the weekend without the kids? Now, that’s a nominee for husband of the year. Which reminds me…I should practice what I preach!

We’re getting slammed with advertisements and special offers every minute of the day. So, keep people on their toes with words and advertising messages that surprise and give people a warm feeling. Something that makes them start wondering why they’re not doing business with you. Make someone feel good about your company. You’ll get a heck of a lot better return on investment just by making people feel good about your company, versus pushing another annoying and typical ad on them!

The great authors of fiction peel us away from reality and throw us into new worlds with ease – and we don’t want to ever put the book down. There are movie makers that cause people to go see their films without even caring too much what the movie is about. We just know it will be good. They do it with unpredictability. Twists, turns, drama, conflict, and surprise – they’re not just for great books and movies, but your advertisements also.

Duane Christensen

Sioux Falls Radio Advertising blog

I’m a radio marketing guy in Sioux Falls who loves helping local businesses improve their marketing message. The difference between good advertising and bad is usually all about the MESSAGE. Improve your ad message, and you’ll improve your advertising results.

Seduction

“You mean we get to say whatever we want to radio listeners?”

“Pretty much.”

“Wow. That’s cool. Talk about the possibilities.”

“I know. It’s too bad most advertisers don’t take advantage of its full potential.”

“What’dya mean?”

“Oh, most like to make their ads sound like ads. It’ can be an invitation for people to tune out.”

“To me, it seems like it could be seduction beamed right through their speakers.”

“I like that. Seduction.”

“Well, isn’t that what we’re trying to do?”

“You’re absolutely right.”

 

Click here >> Reblogged from Non-Fat Advertising: to view entire blog post.

Non-Fat Advertising

“We’re the best in the business. We’ve been family-owned for two centuries. We have what you need, when you need it. Our knowledgeable staff can handle anything you throw their way. When you want quality, we’re second to none.”

You may think that it doesn’t matter what you say in your ads. And that you just need to find “the right people”. I’m saying…that is completely backwards. Of course you have a “target audience” and you might not want to send a direct mail campaign to the “slums” of your town. And you might not like the people you get by advertising in the local “shopper”. So, then you start believing that WHERE you advertise is most important.

Don’t get me wrong, sometimes you can find a better audience to advertise to. But if you’re putting an ad out there that “toots your own horn” about crap that nobody cares…

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