Is It Important?

One of the first questions I'm asked when I start working one on one with a sales exec is, "How do I know what information is important, and which is not..?" And the answer is, it's simple.

Really.

No fooling.

It's simple because I learned a long time ago the bulk of a client's details--probably 90% or more that makes its way into a radio ad---- doesn't really need to be there. Want proof? OK-- how about the continually annoying 'we have the freshest and finest food'. Or the 'our friendly and knowledgeable staff is here to help', Then, there's such gems as 'just ask us any question and we'll be happy to answer it' or the ever-popular complete directions from anywhere within 50 miles. And it's not just about eliminating cliches, which may be what you're thinking. It's fluff of all type that explodes a local 30 or 60.

It's not the clients fault-- really. They see 30 or 60 seconds and to them, it's an eternity, a chance to say everything they ever wanted to say to a rapt listening audience. The truth would break their heart--- that no one listens that intently and radio can only deliver on one idea per 30 or 60 second ad.

So here's the BENMAR method for cleaning up your ad to make it more effective---- stand the information alone. Take the item or detail and read it aloud, by itself. If it doesn't make you RESPOND--- it doesn't belong in the ad. Period. No exceptions. If it doesn't cause you to want to go further and find out more, it has nothing to do being in a radio spot.

Clients will rebel. After all, they're paying for the time-- they hate being told to take things out. But that's because usually, sales exec's don't have a cogent reason for removing details from the spot, other than telling clients they shouldn't 'clutter' an ad. 'Why..?" a client asks. "It's not a good idea', is the standard reply. Now you KNOW why (which makes a HUGE difference to your client)-- because information doesn't do anything for the listener. We need to make an impact in a way that causes them to respond----and response often leads to sales once they're in the store or checking out the service.

Is it important..? Stand it by itself. This is such a valuable tool when improving the sound of your spots and the success of your client's advertising. Remember, we're in a daily battle for the hearts and minds of your clients and their advertising budget. Let's win.