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.