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.<\/p>\n
For your clients’ sakes (and your future success), we need to get beyond “ordinary” and “below average” ads. There\u2019s\u00a0a level of ad writing \/ ad creative that will help you dramatically.\u00a0<\/p>\n
It\u2019s\u00a0called\u00a0customer bonding.\u00a0<\/p>\n
I think Roy H. Williams coined the term. Or at least\u00a0that\u2019s\u00a0where\u00a0we\u00a0heard it first.\u00a0We’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.<\/p>\n
Customer bonding ads are the shortest distance to earning trust.<\/p>\n
What is Customer Bonding?\u00a0<\/strong><\/p>\n Branding\u00a0is what you do. But\u00a0customer bonding\u00a0is what happens when you do it right.\u00a0The meaning is literally in the name.\u00a0And it\u00a0forces the right question.\u00a0<\/p>\n Instead of: \u201cDoes this ad look\/sound like our brand?\u201d\u00a0<\/p>\n You ask: \u201cWill this make someone feel connected to us?\u201d\u00a0<\/p>\n The problem with the term \u201cbranding\u201d is that it’s been watered down to mean:\u00a0<\/p>\n Customer bonding is what branding was always meant to be \u2014 we just forgot.\u00a0<\/p>\n It\u2019s\u00a0about being\u00a0chosen.\u00a0And people\u00a0don\u2019t\u00a0only\u00a0choose\u00a0a business\u00a0they know\u2026\u00a0they choose who\u00a0they\u00a0feel connected to.\u00a0<\/p>\n When someone experiences a good customer bonding ad,\u00a0they\u00a0think:\u00a0<\/p>\n Why Features & Benefits Fall Short\u00a0<\/strong><\/p>\n Features and benefits speak to the\u00a0mind.\u00a0But decisions\u00a0don\u2019t\u00a0start there.\u00a0They start in\u00a0the\u00a0heart.\u00a0And as Roy H. Williams puts it:\u00a0<\/p>\n The mind will always find logic to justify what the heart has already decided.\u00a0\u00a0<\/p>\n If you\u00a0haven\u2019t\u00a0read Roy’s\u00a0Wizard of Ads\u00a0trilogy…\u00a0you should order them today and read them ASAP. Roy started out as\u00a0a very young\u00a0radio sales rep and made a lot of mistakes early in his career. But over time, he learned how to turn\u00a0\u2018dreamers into\u00a0millionaires\u2019 by writing better ads.\u00a0And you can too.<\/p>\n If your ads only gives people\u00a0reasons…\u00a0and\u00a0never gives them a\u00a0feeling\u2026\u00a0you\u2019re\u00a0making them work too hard to\u00a0choose\u00a0your client.\u00a0<\/p>\n What Customer Bonding Looks Like in Real Life\u00a0<\/strong><\/p>\n Customer-bonding ads don\u2019t\u00a0really\u00a0sound like\u00a0\u201cnormal\u201d\u00a0ads.\u00a0<\/p>\n They sound like:\u00a0<\/p>\n They\u2019re\u00a0often a little vulnerable.\u00a0A little unexpected.\u00a0A little\u00a0different.\u00a0<\/p>\n And\u00a0that\u2019s\u00a0exactly why they work.\u00a0Because predictable ads are ignored.\u00a0But human moments are remembered.\u00a0<\/p>\n This is How You Can Separate Yourself\u00a0<\/strong><\/p>\n Anyone can sell:\u00a0<\/p>\n But when you help a client uncover:\u00a0<\/p>\n Now, you\u2019re not selling ads anymore; you\u2019re helping them bond with future customers.\u00a0<\/p>\n And that\u2019s where:<\/p>\n And to wrap this up today…\u00a0<\/p>\n We’ll share an example of a customer bonding ad in a moment.<\/p>\n There are many kinds of bonding ads \u2014 I guess this one below would be considered an \u201corigin story\u201d. 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…<\/p>\n “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\u2019s what they got. Hi, I\u2019m 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\u2019s busy schedules. And we\u2019re doing just that! But change is always happening and you\u2019re busier than ever. There\u2019s 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 \u2013 is great service at a fair price.\u00a0\u00a0You know what? I think Dad would be proud.” \n
\n
\n
\n
\n
\n
(Roto-Rooter Jingle Out)<\/p>\n