Toward Superior Copy, and Outrageous Results

Earning Business Back

We were challenged by a client to draft a letter to their former clients who stopped advertising due to Covid 19. Please feel free to use or adapt this as you see fit.
We wish you success, and stand ready to help you help your clients.

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What if what you cared about was gone. A loss of local community, of family, of connections? I guess we could call it Coronavirus.

2020 has not been the year any of us expected. Like you, at (Station/group), we lost a lot of what we care about. We lost you.

Re: Your Script, Post, Blog, Email, Press Release etc.

Writing to pass information, convince someone to do something, tell a story?

Whatever the reason you're writing, keep it simple. In short: Focus.

Focus on just one idea, one goal per social media post, web page, commercial script, etc.

With that advice in hand, I'll practice the preachin', and leave this message at this one point: your communication will be much more effective, easier to remember and act upon, if you Focus.

Seven Steps to Stimulate Radio Growth

Is it possible to charge your advertising clients more and still save them money? Absolutely! In a few steps you can raise your rates and provide more leads per client dollar. It starts with:

Personnel – you've got to have the team to get results. Some people are better face-to-face sellers, some are better on-air entertainers, and some are better staring out the window concocting a listenable, compelling, emotionally driven story for an ad that gets results for each client.

Writing Copy? Start with this...

You should not give the client what they want, you should give them what they need.

Skip the Cliche

I abhor clichés, especially in radio copy. They are lazy. "For all your toe shoe needs," "sale ends soon," "the tent is up, the prices are down." Ick. I know I'm not alone, 'cause audiences mentally tune out at these trite idiocies. Where's the inspiration? Where's the motivation? Why are we wasting our time writing, producing and listening to these?

You are Not Your Customer

Why pay someone else to create your advertising? The most obvious reason is you have your business to run. The most important reason, though, is you are not your customer. Whoa, a powerful truth: You Are Not Your Customer.

Relatable Questions

I have an addiction. That's the first step toward healing, right, admit you have an addiction? I have an addiction. It was made plain a couple days ago when my router died. I am addicted to the Internet and my email. I listen to radio station streams, I enjoy Pandora, I scan the news and sports pages every couple of hours and sometimes have Alexa play me a newscast. I'll even open an online encyclopedia, then type a single letter in the search box just to see what comes up, then read an entry at random. Hey - maybe my addiction is not the Internet, but information.

Be Bold. Be Rewarded

Ever pay sticker price for a car? Of course not. Over time the auto dealers have taught us to wait for a “tent sale”, a “President’s Day sale”, a “Bottom Line Blowout sale”. Just like the big chain department stores are doing – Macy’s big sale Saturday with pre-view day Friday. Kohl’s one day Saturday sale. They are teaching us to wait ‘til Saturday where they cut their margin and their ability to stay in business (remember Montgomery Ward?).

Discounted Gift Cards and Testing Results

I have never been a fan of ‘testing’ radio. “Tell ‘em Jack sent ya” just doesn’t provide a listener with incentive to visit the business and announce “Jack sent me”, and leads to “I tried radio and it didn’t work.”

Involve the User

"Frameline Magnetism". That's what Norman Rockwell called it. Some call it closure. It is the human ability to fill in the blanks of a picture. We paint pictures with words, so leave a few blanks and the listener will fill them in, and in so doing will make the image you paint with words and sound their own unique vision. And this personal vision can help keep your product/service/station top-of-mind.

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