Customer Bonding

Most radio ads are filled merely with information. Better price. Faster service. More experience. Yada yada yada… a list of what a business does and a bunch of cliches that mean nothing to a listener. They’re mostly ignored.

For your clients’ sakes (and your future success), we need to get beyond “ordinary” and “below average” ads. There’s a level of ad writing / ad creative that will help you dramatically. 

It’s called customer bonding. 

I think Roy H. Williams coined the term. Or at least that’s where we heard it first. We’re going to do our best here to explain customer bonding ads. They’re the best way to cause a listener to “feel” who a business is and what they stand for.

Customer bonding ads are the shortest distance to earning trust.

What is Customer Bonding? 

Branding is what you do. But customer bonding is what happens when you do it right. The meaning is literally in the name. And it forces the right question. 

Instead of: “Does this ad look/sound like our brand?” 

You ask: “Will this make someone feel connected to us?” 

The problem with the term “branding” is that it’s been watered down to mean: 

  • logos  
  • colors  
  • consistency  
  • “looking professional” 

Customer bonding is what branding was always meant to be — we just forgot. 

It’s about being chosen. And people don’t only choose a business they know… they choose who they feel connected to. 

When someone experiences a good customer bonding ad, they think: 

  • “They get me.”  
  • “They’ve been where I’ve been.”  
  • “I trust these people.”  

Why Features & Benefits Fall Short 

Features and benefits speak to the mind. But decisions don’t start there. They start in the heart. And as Roy H. Williams puts it: 

The mind will always find logic to justify what the heart has already decided.  

If you haven’t read Roy’s Wizard of Ads trilogy… you should order them today and read them ASAP. Roy started out as a very young radio sales rep and made a lot of mistakes early in his career. But over time, he learned how to turn ‘dreamers into millionaires’ by writing better ads. And you can too.

If your ads only gives people reasons… and never gives them a feeling… you’re making them work too hard to choose your client. 

What Customer Bonding Looks Like in Real Life 

Customer-bonding ads don’t really sound like “normal” ads. 

They sound like: 

  • A business owner’s story about a turning point  
  • A story about a moment of doubt  
  • A struggle people recognize and go, “Hey, me too!” 
  • A belief that feels human and real 
  • Being submerged into a moment you’ve lived before 

They’re often a little vulnerable. A little unexpected. A little different. 

And that’s exactly why they work. Because predictable ads are ignored. But human moments are remembered. 

This is How You Can Separate Yourself 

Anyone can sell: 

  • Spots  
  • Schedules  
  • CPMs 

But when you help a client uncover: 

  • Their story  
  • Their “why”  
  • Their human moments  

Now, you’re not selling ads anymore; you’re helping them bond with future customers. 

And that’s where:

  • Brand preference is created  
  • Price becomes less important  
  • And competitors become forgettable 

And to wrap this up today… 

We’ll share an example of a customer bonding ad in a moment.

There are many kinds of bonding ads — I guess this one below would be considered an “origin story”. Yes, it’s a 60-second radio script. I know most of you don’t do 60’s… but I’d reconsider that when you have a type of ad like this. You can’t tell a very good story in 30 seconds. And if it’s written right… people will listen all the way through. Why? Because we all love a good story. We’re hearing Jerry’s story here. I think most people would feel a little more connected after hearing it. It will be listened to and remembered far more than any blah blah blah regular old 30-second ad that lists a bunch of stuff that a business does – and usually gets completely ignored…

“In 1960, when I was no taller than a clogged P-trap, my Dad brought the Roto-Rooter franchise to our great community. He worked his tail off to make sure his customers got better service than they expected… and that’s what they got. Hi, I’m Jerry from Roto-Rooter. 38 years later… I left the fire department and bought the business from Dad. I learned a lot from him and continued his dedication and work ethic. BUT… I wanted to serve our customers even better. Respond to calls faster, be friendlier, and work around people’s busy schedules. And we’re doing just that! But change is always happening and you’re busier than ever. There’s always something to do and somewhere to go. And we wanna keep up with you! So, we never stop improving. Our guys are trained to be the best. We fix it fast… and fix it right. My continued promise to you – is great service at a fair price.  You know what? I think Dad would be proud.”
(Roto-Rooter Jingle Out)

NEVER Stop Learning – Get Better Every Day!
Duane Christensen & Rick Fink
ENS Media
www.ensmediausa.com

If you’d like to learn how our SoundADvice program can help your entire Radio sales team open more doors, protect more clients, and create more revenue, simply email [email protected] to request a pdf with all the details and pricing. And it costs LESS than 3 lattes a week.