Tag Archives: Commercials

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.

What You Say First Counts

Reporters know the most important part of their story is the headline. If your headline does not capture interest, the story won’t be read or listened to.

 And your creative writers know that same rule holds true for your commercials. The first three seconds will either capture your listeners’ interest or ambivalence.

 So, if what you say first is so important, why are the cover pages of your presentations so irrelevant and boring?

Most radio sales presentations begin with something like “A presentation for (Name client) from WKRP prepared by Herb Tarlic on April 1st‘

Wow, now there’s a cliff hanger that will have your prospect sitting on the edge of her seat in anticipation of what’s to follow.

Why not say what’s in it for the client right off the top? You know about the power of benefit statements, and if you’ve done your homework, you know what benefits will appeal to each prospect.

Beginning with something like “A Presentation for Name Client to Attract More New Business in 2016 prepared by Herb Tarlic, WKRP” or “A Presentation to Drive More Traffic to Your Website, from Herb Tarlic of WKRP” will surely attract more interest than a presentation that begins with name, rank, and serial number.

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