Speed Dating and Radio

'And can we say that we have bungee cords in a dozen different colors?'

Sure you can say it. Hell, it's your client's dime--- they can say anything they want in a radio ad. But will it make the ad more powerful, more successful, more listenable? No. And that's where the problem lies.

Clients get lost in the vacuum of time. In other words, we sell time-- so they view their spot as time to be filled. That's not the objective here---you can fill 15, 30 or 60 seconds with just about any words you want. But the client has to view their time as time well spent with a potential client.

Think of it as speed dating. Although you don't get seven minutes, you get 15, 30 or 60 seconds to make an impression. If that person is going to want to see you again, you only have a short time to entice them. Are you going to spend that time spewing out information so fast they can hardly understand you? Are you going to spend that time trying to sell yourself? Or----are you going to look for an original way to get their attention and whet their appetite so they want to know more. If you haven't dated in a while, or ever gone through speed dating, the last scenario is the most productive. Your client doesn't have unlimited time-- they get a moment in a broadcast day, repeated as often as their frequency allows. It's that repetition of a thought combined with an intrioguing message that's going to drive new customers to seek them out.

And remember another thing the client needs to understand-- social media is where the  bulk of their information should get delivered. Radio has been freed from the tyranny of having to reinforce addresses and phone numbers a dozen times in an ad. Now, send listeners to a website (hopefully one that reinforces the name) or facebook page and they can spend all the time they want looking for phone number, addresses and special deals. The radio ad itself can now live to do exactly what it was created to do--- brand an image and idea that makes people want to learn more, or respond directly.

Your client doesn't get seven minutes-- they get 60 seconds or less. Don't let them end up going home without a date. Intrigue those people who want to know more about them. Tickle their fancy-- and they'll tickle your bottom---------------------------------------LINE, that is.