I like it, so they will too---right..?

If you've ever sold a home you've learned how what you like doesn't necessarily translate into something someone else likes.

Homes are very personal--- kinda like businesses. A home gets personal because people put a lot into them-- just like they do their business. So when you visit a retailer and you start working with them on what their radio ad is going to sound like, remember--- it's going to get very personal, especially in smaller markets where the owners are more involved.

Chances are, when an ad is created for a client, they'll decide whether they like it or they don't. But 'liking' an ad never determined if an ad will be successful. Again, you might like black and white splotches in your downstairs bathroom and paint the walls that way. Others (friends and relatives) might marvel at your creativity-- but in the end, the person thinking of buying that home will walk away, because they don't share your vision. Same thing with a radio commercial. Your client may 'like' it-- but what about the people they're trying to influence to buy. Did they convey the message properly? Is it clear what the audience should do? Have they identified the problem clearly and spoken about how they can solve that problem?

So selling a house and selling people on a client's message have a lot in common. Help your client, by showing them how their 'likes' don't always translate into interest, or sales. When they live in their house,they can do what they want with it. When they're trying to sell the house, other people's opinions count. That's the fine line we walk, when creating successful and effective radio ads. Always keep that in mind.

Let Me Eat Already

I love prime rib. You tell me your restaurant has sensational prime rib, and I'm ready to try it.

So you put a prime rib in front of me, hot and juicy. The aroma is sensational, my mouth is watering. I'm just about to carve in when you stop me ---and start telling me to look around at how nicely you decorated your restaurant. I agree and get another whiff of the rib. I want to eat---but you stop me again and remind me that I should come back during the week because you have special deals going on. I nod my head frantically wanting my prime rib----instead, you take it away from me COMPLETELY and begin to babble on about your meat loaf and how high the quality is and I should try the soup sometime and maybe a salad----finally, you tell me I should check your website for coupons for the late night menu. My prime rib is long gone. I drop my fork and knife. I get up. I leave. You chase after me, shouting your address and phone number. I have taken note of none of it and have already forgotten why I stopped by in the first place.

This is an example of the way most of your clients radio ads are built, and what they DO to the listener. It's what sales trainers refer to as, 'show up and throw up'. They have no center, no way to grab a listener who is READY to respond to one aspect of their business (in this case, the prime rib). Instead, they want to tell you everything about what they do. Spots like that don't work----they hurt your client, they hurt you, they waste money and air time.

Instead, follow this simple formula and your spots will instantly become cleaner, and more effective:

Identify the problem.
Solve the problem.

This scares the client. To not fill an ad full of information is an uncomfortable feeling. But repeat this mantra to them, and yourself:

Identify the problem.
Solve the problem.

I understand--limited budgets present issues. Clients want a big bang for their buck. But you have to deliver an ad the way people listen to ads. And they don't hang on every word--- they absorb concepts, ideas, and names. Find a problem--one problem. Solve that problem. Once the client sees you do that, they'll be more open to spend more for the other aspects of their business. 'Show up and throw up' ads mean the listener ends up dazed, confused and apathetic. And that means, you lose.

Get my attention. Sell me the prime rib. Let me eat already. If I like it, I'll be back for more. Period.

Pay attention to the big picture

In the environmental movement, they always tell you to 'think locally, act globally'.

That message easily applies to your radio commercials---only in reverse order. Here's what I mean.

I get about 2 to 3 spots a day form salespeople who have a lot to say (rather, their client is GIVING them a lot to say). Problem is, in transmitting the info, they get bogged down in all the minute details-- details that, BTW, mean nothing to the listener. What they forget are the who/what/where's of the spot. So I might get an ad for a weekend event that includes every little item going on-- yet, the salesperson is so overwhelmed with details, they forget to mention a few minor items of importance-- namely the date/ time/ location of the event.

I'm not trying to make salespeople look bad-- I'm making a point. All too often, we're focused on the minor issues that don't mean as much as the major points of what a client has to say to their listener. It's important to look at the big picture--- make sure the details that get the listener to respond and react are there, before you start filling in one piece of information after another. And here's he key to it all, really--- remember that in most cases, that 'essential' piece of information the client gave you is going to be one line in one 30 or 60 second spot in a four unit stop set in a twelve unit hour. In other words, it's not going to be retained by the listener.

Think locally, act globally. Environmentalists want you to start small to make a big impact. In radio, I want you to get the big picture complete--- the small stuff can come later.

Marriage, BENMARadio style

I'm proposing marriage, BENMARadio style.

Look, marrying clients to each other is nothing new-- it's been done in local markets since Bill Paley realized this radio thing wasn't a fluke. But today, marriage makes more sense than ever.

If you can find two businesses who can become interdependent on each other with a smart effective offer, why not marry them? Just don't do it the traditional way, by piggybacking them or having them share a 30 or 60. Instead, marry them by bookending them in a stop set. Bookends are usually 15's, but can be done as 30's. So, say you marry a movie theater to a furniture store. The stop set opens with 30 second copy for the movie theater, offering 20% off a living room set when you choose a ticket package of $50 or more, good for admission to the theater. Then it reminds you that the furniture store has something to add in just a few seconds.

The stop set continues with other clients, then ends with the furniture store 30. They now tell you about how you can get a free love seat at the furniture store when you purchase a concession gift card of $50 or more. Two offers working two separate ways for two clients.

Sell the bookends as one schedule, not two, so the clients save money and realize results. In a soft economy, it's great way to spur sales without breaking anyone's budget.

You can bet this is a marriage that will last.

Keeping It Real

Serious issue gang. And it's simple--

What your client wants to say and what the audience wants to hear are two separate things.

And that's why radio fails for clients so many times. So stop failing. You've got to be in control of your client. Here's how-- the audience does not want to be assualted with information, and most of your clients can't wait to pack their 30 or 60 seconds full of info. So just remember--

What your client wants to say and what the auience wants to hear are two separate things.

Make this your mantra. That way, when you start discussing your client's ad content, you'll keep it real. Keep it focused on ONE IDEA. Solve ONE PROBLEM. Do that by reminding your client that the listener has no idea what's coming at them. Your CLIENT knows what the commercial says----your CLIENT knows what time it's playing. The audience doesn't. So, just blasting information at them is not going to work, and worse, will cause tune out.

What your client wants to say and what the auience wants to hear are two separate things.

Feature your client's strength and solve their immediate problem, while you keep the message simple for the audience to understand. Keep it real and it will play well for everyone.

FIVE RADIO TRUTHS FOR FEBRUARY

OK, the five monthly truths are back. Agree? Disagree? Let me know.

1. YOU'RE LEAVING THOUSAND OF DOLLARS ON THE TABLE EVERY YEAR

By writing the copy yourself or letting the client write or input ideas, you hurt yourself. And here's why---you get too wrapped up in what to put in. You pack an ad with info, not realizing you're best served by solving one problem per ad. When a client gives you a list of things they want to say, you should be jumping for joy. You're being handed an upsell, a chance to build this client into an annual by featuring and solving one problem per ad. Don't throw opportunity away-- recognize it, and put that money in your pocket.

2. RADIO IS NOT PRINT

Have you heard---PRINT IS DEAD..! STOP TRYING TO COPY THEM! Laundry lists of information don't work for radio. Never have. We're not classified advertising-- we're radio. Act like it.

3. RADIO DOES NOT UNDERSTAND HOW TO BE INTERACTIVE

Use the power of immediacy. Don't just list a website or phone number-- engage the listener to act on it immediately. After all, where is your client listening-- online, in the car? Turn them into an active consumer--don't wait for them to act-- encourage them to INTERACT NOW.

4. THE SALE IS NOT THE END OF THE PROCESS, IT'S JUST THE BEGINNING

The MESSAGE is MORE IMPORTANT than the sale. Convincing someone to advertise is a small part of the game. Making them successful is how to seal the deal and guarantee renewals. Pay attention to the creative message.

5. RADIO DOESN'T SELL ANYTHING FOR ANYONE

Unless you tell the audience you're handing out $100 bills, the audience is not going to 'buy' anything because you gave them nine reasons why they should. Use radio for what it does best----make the listener respond viscerally. Once they get emotional about a product, service or idea, THEY will make the next move. You can't MAKE a listener buy just because they listen to the ad-- you can get them to act by keeping the message direct, and simple to understand.

$49 Spots

The excuses are over.

"I don't have a budget for it..."

"I know it's important, but I just haven't found the right sound yet."

Now, your radio station can get agency quality production, from us, for just $49 per spot. The catch..? We have to write the copy for the spot. If we write it, you get the production for $49. That's it. No limits, no minimums.

It's time to gte the listeners to pay attention again.

Are you an original?

First of all, let me say, it's OK not to be. I'm not.

I didn't invent the Pet Rock or "Shamwow". What I do is try to find original ways to position my clients (and at last count, there are almost 100,000 in 23 years) so that there's something original about THEM.

In reality, that's what radio ads are all about--crafting a small niche in listener's minds that the client can occupy, and dominate. It CAN be done-- but it doesn't happen by accepting the ordinary. So today, when you go out and start collecting information about a client, don't just sit, share coffee or lunch and schmoooze. Try to ask questions or probe for answers that lead you to creating an original position for them. Just taking information off menus or from a clients brochure, or even using a script the client THEMSELVES wrote is not doing anyone any good.

You don't have to be an original. But making each of your client's one will go a long way to helping you write another chapter in your success story.