Another bad radio commercial
What can I say… I’m probably one of the strongest critics of radio commercials. The fact that he creates them for a living makes me a bit of a “dummy” when it comes to listening to the radio. Constantly talking to him, criticizing him, praising him and running around analyzing everything I hear. I probably sound like my dad when we’re watching an NFL game, except I’m yelling at another debt relief radio commercial.
What’s really driving me crazy these days… The similarity. Lack of creativity. BLA-NESS. It’s everywhere and it doesn’t work for anyone. However, everyone is copying everyone else, who probably copied someone else’s idea that they also thought was on the right track. What drives a business these days, IS BEING DIFFERENT. Not just be another “Variation” of something that already exists. Even if you are, just another variation: you have to show what really makes you different. When everyone in the room is a shade of blue, no one stands out. When you’re the only red in the room: you stand out and people take notice. This is what you need to show in your radio commercials.
For example… Debt Relief Radio Commercials. I seem to listen to them every time I turn on the radio, I also create quite a few each week for various clients. The problem with many of the radio commercials on the air for this field is simple… It’s the same “if you’re 10,000 or more in debt, you need us… blah blah blah.” I’m sick of this. It makes sense, but what makes me want to call Company A over Company B when their messages and calls to action are virtually identical? Absolutely nothing! It’s not just in this field, look at a commercial for a furniture store, grocery store, most car dealership commercials, mom and pop restaurants, etc. They are loaded with “safe” and very “plain” copy that does nothing to make their target customers stand up and realize that they can actually offer something better than their competitors.
So… What really makes you different?
Be specific when answering this question. “Selection”, “Variety”, “Customer Service” are not acceptable responses. Everyone says so. Deep down… why are you different? How can you emotionally connect with your target customer and their needs? How do they feel and how can you meet those needs better than anyone else? This answer is different for everyone, the key to a successful launch: being real and making an honest connection with your target customer. If I can help you do this, feel free to drop me a note.
