Tag Archives: ads
Oldies but Goodies!
The phrase “oldie but goodie” is sometimes used when describing someone older in age, a favorite grandparent, maybe an old horse, or even a piece of equipment or technique. But most typically, “oldie but goodie” is used when referring to music, movies, jokes, things that relate to entertainment.
While most people don’t equate commercials to entertainment, I suggest that the really great commercials are just that; they are entertaining, and this is why they are classified as great.
Recently, GEICO has brought back several classic commercials dating back to 1997. A few include “Woodchuck Chucking Wood”, “Pinocchio”, “Hump-Day”, “The Squirrels”, and my favorite, “Maxwell the Pig”.
Another example of this is the State Farm campaign, “Jake and his Khakis”, and the infamous line, “and what are you wearing, Jake from State Farm?”
So when is it ok to rerun an old ad or ad campaign? The short answer is … when it’s a good ad, or better yet, when it’s a GREAT ad!
Have you written a great ad or two in the past? Both State Farm and GEICO have suggested, and possibly even proven, that it’s ok to pull them out of the old production file and air them again. I would caution though that a little time should pass before you re-air them, a minimum of two years. However, I have also heard more than one great ad, specifically holiday ads that hit the emotional button, re-aired year after year that are still very impactful.
It’s easy to write and produce boring basic ads. However, the ideas for great ads are hard to come up with and even harder to create and produce. When they have run their course, don’t file these great ads away forever. The “Oldies but Goodies” will always be good, and at some point, worth airing again.
Don’t Waste Your Breath
Allow me to stand on my soapbox for a minute and speak to something I am very passionate about, or should I say, very passionate against!
Regardless of what size market we drive through, while listening to the radio we still hear the dreaded seven-digit, or worse yet, ten-digit phone numbers.
Yes, it is still happening! Is it happening on your stations?
The ONLY thing that could possibly be an even bigger waste of breath is when they do the unthinkable and repeat the ten-digit phone number.
In recent weeks while driving to see clients, I went through small, medium and even a major market. I would guess that approximately 15-20% of the ads I heard included unmemorable seven and ten-digit phone numbers. Why?
I realize that the business owner is usually the one that says, “I need my phone number in the ad, that’s how people reach out to me”. As media reps, it’s our job to explain to them how our medium is used and instead show them a better way to use those, seven, ten, or twenty words.
The listeners of your stations do not stand by, pen in hand, waiting to write down a phone number from an ad they previously heard that may or may not air again in the next commercial break. It’s simply not how people listen to the radio.
If the message is strong enough and creates enough desire, the interested consumer will find them. Nine times out of ten they will google the business name or speak into their phone and simply say, “Call Joe’s Pizza”.
There are only 5 times we should use phone numbers in radio or TV ads:
1) When the number is very easy to recall –
Example (prefix) – 1-2-3-4 or (prefix) – 20-20 (I’m still skeptical)
2) It’s said in a unique way that makes it very easy to recall –
Example 541- twoooo – sixxxx….seven – eight! (Still skeptical!!)
3) A vanity number –
Example 541–BEDS, or 1-800 – GOT JUNK
4) Direct Response ads – The rule of thumb is to repeat the number 4-6 times.
5) When a business doesn’t have a website or social page. (Shame on them)
Let’s make the world a better place and eliminate phone numbers in radio ads!
O.K., I am now off my soapbox! Thank you for allowing me to vent!
Useless Words
Proper Grammar is Out When it Comes to Copywriting
“Joe’s Shoe Shop – Located at the corner of 10th and Main in Downtown River City”.
This sentence has a total of 15 words, 6 of which are useless and not needed. It should read, “Joe’s Shoe Shop, 10th and Main, Downtown River City”.
The words “located at the corner of” and “in” have no bearing on the message you are trying to get across. The only reason we write them into a script is that we assume we should use proper grammar while writing radio ads.
When it comes to writing ads for radio, using proper grammar can, and often times will make the ads too “wordy”. Taking the connecting words out, and instead using a pregnant pause, will have a more dramatic effect and will grab the listeners’ attention.
“It’s the biggest dress sale of the season, you will find hundreds of dresses inall sizes and colors at drastically reduced prices. The sale ends this Saturday,so hurry in today while the selection is at its best”.
”The biggest dress sale of the season… find hundreds of dresses – all sizes and colors – drastically reduced prices! Sale ends Saturday – hurry in today while the selection is best”.
In this example, it’s 10 words less than the original, and that’s only two sentences. If you do this with three or four of the sentences of a typical 30-second ad, you could find an additional 10 to 20 words that can be used to say something more profound to grab someone’s attention.
Keep in mind, it’s always easier to fix an ad than it is to write one from scratch. I encourage you to look at your future scripts and eliminate the “useless words”. You’ll ultimately come up with better ads!
If you would like me to constructively critique a script or two for you, just send it to me and I will give you my thoughts.