{"id":2343,"date":"2026-09-28T20:41:40","date_gmt":"2026-09-28T20:41:40","guid":{"rendered":"https:\/\/www.ensmediausa.com\/ens-on-sales\/?p=2343"},"modified":"2026-09-28T21:05:07","modified_gmt":"2026-09-28T21:05:07","slug":"dont-sell-52-weeks-of-random-ads","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/copywriting\/dont-sell-52-weeks-of-random-ads\/","title":{"rendered":"Don\u2019t Sell 52 Weeks of Random Ads"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">If you\u2019re asking an advertiser to commit to a long-term branding campaign, there should probably be a better creative strategy than:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cWe\u2019ll write you a new commercial every month or so.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Otherwise, you may just be selling them 12 different commercials fighting for custody of the same brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising trainer and BrandsFormation author <strong>Chuck Mefford<\/strong> teaches a a memorable way to build long-term campaigns: <strong>Bricks &amp; Mortar.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>bricks<\/strong> change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Stories. Humor. Customer problems. Situations. Seasonal angles. Different creative ways to earn the listener\u2019s attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>mortar<\/strong> stays.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The positioning idea. Slogan. Jingle. Distinctive voice. Music. Sonic signature. Memorable phrases. The brandable pieces an advertiser can eventually own.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a completely made-up, rough example for our fake business, <strong>Northstar Appliance Repair<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their main mortar is:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201cYour appliance broke. Your day doesn\u2019t have to.\u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now watch how we can build around it&#8230;<\/p>\n\n\n\n<div class=\"wp-block-group has-blue-color has-text-color has-link-color wp-elements-1\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<p class=\"wp-block-paragraph\"><strong>60-SECOND EXAMPLE<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>[BRICK]<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SFX: Washing machine banging violently.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WOMAN: Okay. That\u2019s new.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SFX: BANG. THUMP. BANG.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WOMAN: Honey?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MAN: Oh wow. If you\u2019re wondering whether the washing machine is supposed to walk across the laundry room&#8230; I\u2019m gonna say no.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ANNCR: Appliances have a way of breaking at the best times. Like Sunday night. The kids need clean clothes for school tomorrow, and the laundry basket looks like it reproduced overnight.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>[MORTAR]<\/strong>  <\/p>\n\n\n\n<p>At Northstar Appliance Repair, we give you a realistic appointment window, let you know when we\u2019re on the way, and explain what\u2019s wrong before we start fixing it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>[BRICK]<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SFX: Another loud THUMP.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MAN: Good news. It stopped moving.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">WOMAN: Yeah, because it hit the wall.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">MAN: Ah.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>[MORTAR]<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ANNCR:&nbsp; Washer. Dryer. Refrigerator. Range. Dishwasher. When one quits, you\u2019ve already got enough aggravation. You don\u2019t need your repair company becoming another problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>SFX: Two-note appliance ding<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Northstar Appliance Repair. Your appliance broke. Your day doesn\u2019t have to.<\/p>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Now next month, we don\u2019t throw all of that away and start over.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We change the <strong>brick<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One more example. 30 seconds this time&#8230;<\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-2 wp-block-paragraph\"><strong>30-SECOND EXAMPLE<\/strong><\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-3 wp-block-paragraph\"><strong>[BRICK]<\/strong><\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-4 wp-block-paragraph\">MAN: Why is the milk warm?<\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-5 wp-block-paragraph\">WOMAN: Why is the freezer making soup?<\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-6 wp-block-paragraph\"><strong>SFX: Short stinger<\/strong><\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-7 wp-block-paragraph\">MAN: I\u2019m afraid to ask about the ice cream.<\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-8 wp-block-paragraph\">ANNCR: When your refrigerator quits, you don\u2019t need a lecture about compressors. You need somebody to fix the refrigerator.<\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-9 wp-block-paragraph\"><strong>[MORTAR]<\/strong><\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-10 wp-block-paragraph\">Northstar Appliance Repair gives you a realistic appointment window, lets you know when we\u2019re coming, and explains the repair before the work begins.<\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-11 wp-block-paragraph\"><strong>SFX: Two-note appliance ding<\/strong><\/p>\n\n\n\n<p class=\"has-blue-color has-text-color has-link-color wp-elements-12 wp-block-paragraph\">Northstar Appliance Repair. <strong>Your appliance broke. Your day doesn\u2019t have to.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Different problem. Different story. Different commercial.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Same advertiser. Same promise. Same &#8220;house&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I&#8217;m pretty dang sure we could make this fake appliance repair business a household name!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>One important note:<\/em><\/strong> <em>Bricks and mortar is one very effective way to build a long-term branding campaign. It\u2019s not the only way. Great advertising can take a lot of different forms. Don\u2019t turn a good framework into another formula.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This also gives you a much better way to sell long-term Radio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just don\u2019t rush the start date. Take the time to build something great for your new client. If you tell them it may take 3 or 4 weeks to get the strategy and creative right, that alone sends a message: you\u2019re not just trying to get them on the air. You\u2019re trying to make this work!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Keep the mortar. Change the bricks.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Build a campaign \u2013 not a pile of commercials.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Something that has a chance to (in the words of Chuck Mefford) <strong><em>turn a good small business into a great local brand!<\/em><\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n\n\n\n<p><strong>Would your sales team benefit from having a better reason to contact advertisers every single week? <\/strong>SoundADvice gives your entire radio sales team practical, advertiser-focused content designed to help open more doors, protect more clients, and create more revenue.<\/p>\n<p>Email me at <strong><a href=\"mailto:duane@ensmediausa.com\">duane@ensmediausa.com<\/a><\/strong> and I\u2019ll send you the important details. <strong>It costs less than three lattes a week.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re asking an advertiser to commit to a long-term branding campaign, there should probably be a better creative strategy than: \u201cWe\u2019ll write you a new commercial every month or so.\u201d Otherwise, you may just be selling them 12 different commercials fighting for custody of the same brand. Advertising trainer and BrandsFormation author Chuck Mefford [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2304,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[565,562],"tags":[577,563,578],"class_list":["post-2343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting","category-sales","tag-ad-writing","tag-copywriting","tag-radio-ad-writing"],"yoast_head":"<!-- This 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