Nobody, and I mean nobody, listens to your stations for the ads.  The trick is, making people “HEAR” the ads!  Unless your listeners hear the ads and have an emotional connection, (sometimes logical), the ads won’t work, period!

So, how do you win in advertising?  It starts with having a strategy….“What does the business want to be known FOR”?  Then, you write stories, interesting, funny, unique stories, that speak to the strategy!

Why are GEICO, Farmers Insurance, and Progressive ads remembered so well?  Two reasons mainly, they have great strategies and they tell stories.

Each company has their own strategy that appeals to different people with a different set of wants and needs.  You can’t be everything to everyone!  GEICO is low prices, “15 minutes could save you 15% or more”.  They never talk about how good their insurance plans are.  Farmers’ strategy is that they pay your claims, even the crazy ones, “We know a thing or two because we’ve seen a thing or two”.  And how could we forget about Progressive?  Flo and friends are cute, funny and unique.  Their slogan(s) can be somewhat hard to remember as they change from time to time, “Name your own price” or “Think Easier – Think Progressive”, but their strategy remains steadfast.  You can name your own price, and they are the place to package all your insurance together.

Are you talking strategy to your clients?  Are you telling them the truth?  And the truth is, bad ads don’t work very well, even on the best radio stations. But GREAT stories can turn little known companies like the Government Employee Insurance Company into a GIANT, like the itty-bitty, teeny-weeny Gecko called GEICO!

Start with strategy, find out what your client’s business strategy is.  If they don’t have one, help them create one.  Then write stories that speak to the strategy and you will have success. The better the strategy, the better the story… the better the RESULTS!

Everyone LOVES a good story!

If you’re interested in learning or training your team on how to write better ads THAT WORK, let’s talk.  We have a workshop designed specifically for this.

“I know a thing or two about writing ads because I’ve seen a thing or two.”