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.

Advertising Small Business Wonderfulness

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

1966 was too early for me, but I remember listening to tapes of Bill in the late 70s and early 80s. Awesome humor. Unmatched.

Bill Cosby released a comedy album in 1966 called “Wonderfulness”. What a great title. Just the word itself makes you want to listen to it. But do YOU have wonderfulness?

Do people know all the WONDERFULNESS that your product or service can deliver?

What do you DO for people? Think about that question. Go deeper than the obvious, “surface” answers. Figure out what you really DO for your customers. Figure that out first.

Then, how do you tell them?  How do you advertise?

If you begin “shouting” at folks about what you sell, you WILL be ignored. You’ll be ignored because thousands of others like you are doing the exact same thing.  Your words have become mere background noise.  Static. Annoyances.

Advertising can drive sales. Advertising can double your sales this year. It CAN if you scrap your current, non-producing ad plan, and start fresh.

WHAT IF…

What if you talked to your prospect about what’s going on in THEIR life?  What if you talked to them about what is truly important to them?  Or about something they wish to fix.  About pain they want to be rid of?  About something that can make them feel happy.  Something that will better their lives.  ??

Because isn’t THAT what we all want?  To be happy – successful – respected – loved – content – admired – free of stress – financially secure – independent – healthy – attractive – comfortable – safe – secure –     etc., etc.

What people want…is to better themselves.  So, tell them how your product or service can aid them in their journey.  Will you continue to tell them in the same ways as most other businesses do?  Will you continue to say the same things?  Will you continue to hope and pray that a Facebook page is all you need?…that it’s the magic potion you’ve been waiting for?

Define your TRUE customer, find out what they REALLY care about.  What “moves” them? What WONDERFULNESS can you share with them?

Have a day full of wonder!

Duane Christensen

Results Radio Townsquare Media

Sioux Falls

http://duanechristensen.townsquareinteractive.com/

Some dude named Tim Miles

Tim Miles visited Results Radio the other day from Missouri.

Who the heck is Tim Miles and why would you care?

Tim Miles is another example of the ongoing training we receive here.  Training to learn more about helping local businesses attract great new customers.  Tim shed some new light on many topics.  His presentation style was unpredictable and filled with dramatic pauses…just like a good radio ad.  He was surprised at how ADVANCED we are at Results (his words, not mine).

But how does that help a good local business owner like you?  I would sum it up like this –

Advanced radio and copywriting skills…produces advanced advertising results.

Helping you grow and reach your goals with cost-effective radio advertising is my passion.  It makes you feel good when that is accomplished, and it makes me feel pretty freakin’ groovy as well!

Tim Miles is a Wizard of Ads partner.  He shared with us an “equation” that I was also exposed to years ago in Austin, Texas, at the Wizard of Ads Academy.  I know.  Funny name for a school.  But the name says it all (they’re not kidding about being wizards of ads).  Some might call this equation a formula…except it’s not a formula.  Roy Williams calls it a “statement of relationship”.  Here’s Roy Williams’ “Advertising Performance Equation”

Share of Voice x IQ = Share of Mind

Share of Mind x PEF = Share of Market

Share of Market x MPo = Sales Volume

So…   SoV x IQ x PEF x MPo = Sales Volume

where

SoV = Share of Voice

IQ = Impact Quotient

PEF = Personal Experience Factor

MPo = Market Potential

Phew!  That’s a mouthful. I know what all of this means and how it can help you in your business journeys.  Let’s have coffee some day.  🙂

Duane Christensen

Results Radio

Sioux Falls

605-940-7984

Thank you Tim Miles.  You rocked the house and I would highly recommend that any radio group around the country should hire you and then buckle up and listen closely.  And thank you Roy Williams (the Wizard of Ads).  Both Tim and Roy are partially responsible for lighting my brain on fire and helping me realize my passion.