Roadrunner Used to Drop an Anvil off a Cliff.......

.....that's how he got Wiley Coyote's attention. In essence, it's how your client needs to view their radio commercial.

Too many times, clients look at 30 or 60 seconds and think, OMG, I have so much to say in so little time. And they start as soon as the spot unfolds, whether it's first or last in a stop set, whether it's a sponsorship or just a stand alone spot. And one of the hidden reasons why 90% of most ads are forgettable is--- well, they're written to be forgettable.

So from now on, I want you to think about radio copy in the following manner: think about the idea that a best friend has been able to arrange for you to not only meet the dream hunk or babe of your life----that dream hunk or babe is ACTUALLY INTERESTED in you. That means you have a chance---a chance at ONE DATE. BUT----that one date could lead to another and another and pretty soon-- well, you could be looking at being Mister or Miz Dream Hunk or Dream Babe. We're talking till death do us part, not just Mister or Miz Right-For-A-Few-Months. But here's the hitch-- you only get 60 SECONDS to get their attention and interest them enough to want to know more. It's a singles bar on steroids approach. If you don't make an immediate impression---the remaining 50 seconds is a waste of time. This is what it's like on the air.

Let's take it further----I have just a few seconds to get Shania Twain interested in me. I have to do with words---nothing else. Do you think I'm going to start out with something like---

'Shania, I'd like to talk to you about me. Because I really like you and I know you could really like me, and I'm a great choice for you for so many reasons. Let me just talk about a few of them,OK..?'


Get it..? Yet so many do the same thing in their radio ads. They open with questions like-- Are you looking for a good used car..? OR---We're ready to offer you something amazing... No,no,no,no,no-- THIS IS YOUR DREAM DATE. Hit them with something funny, witty, mind boggling, earth shattering. Make their palms sweat, make them squirm, laugh, shake their heads--even make their eyes bug out of their heads like a Warner Brothers cartoon character. Hit them right over the head with the anvil. Then, once you've got their attention, drive home the point you're trying to make. One point. If they're interested, they'll call, visit, go online--whatever you want them to do. And then, you have A LOT MORE TIME to fill them in on how good you are-- JUST LIKE YOU WOULD ON A FIRST DATE.

To find a great anvil, log onto www.acme.com. Or visit us at www.benmaradio.net-- we do great anvil too.