When I was a child I used to think I could move things using the power of my mind.
The only reason I couldn’t was because I hadn’t mastered the technique.
I can remember staring at a glass of water trying to make it move.
Eventually I realized that the best way to move a glass of water, it to actually use your hand.
Radio advertising, for some clients, is like staring at a glass of water. You put something on air and hope that it will increase your business. Like the advertiser this week that gave me the brief… buy shoes from us because we sell shoes. Now, given time (unlike my mind control) it may work and you get customers in because you just let people know you are there. But it’s easier to give them a good reason to visit.
Is it new stock and styles? Is it a promotion on a particular kind of footwear? Is it a sale? Is it an event of some kind (Fab Feet Friday?) People need a reason to walk or drive past the competition. Then apply the “so what?” rule. If it doesn’t make you want to act, do you think it would motivate the listener?
Advertising is about getting results…. Not about image (although it’s important to have and maintain an image) or branding (branding happens anyway, just make sure your ad is ON BRAND). It’s all about getting results. You will not get results by just staring at the customers. Use your hand to reach on and grab them and give them a good reason to come to you. (In this case the hand is a metaphor for your radio advertising). It’s not some kind of magic. Tell people what you want them to do (or react) and give them a good reason to do it.
By the way… every now and again I find a glass, fill it from the tap, and try again… just in case the skill develops with age.
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