Let me Eat Already (Second Helping)

I originally published this take last year. I thought it was worth repeating here. See if this doesn't hit home.---MM

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 into it 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.