Tags |
|
|
Links |
|
|
Casual Articles - Radio Advertising Commandments - Part 2
Bookkeeping can be a tough thing to handle, if a person does not have the professional expertise to do the work. You must understand that every person who starts a business venture is not qualified to take care of all the different aspects that aspects related to the successful working of the business. Well, the main aim of any individual who start a business is to earn profit and for doing this in the correct way, you need to know all the nuances associated with it. If you happen to set up an office in Jersey, it will be best for you to hire the services of a bookkeeper who works in that city. Well, there is no point in hiring professional services from outside as this will be costly and sometime troublesome also.Jersey bookkeepers can be hired from several accounting firms that operate in that city. Make sure that the firms from which you are hiring bookkeepers have a good reputation in the market. Your business is important and
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching their heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they're feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very private bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weekends - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want
When creating a document, whether for screen or professional reproduction, adding a color can make a definite statement, catch your audiences attention and judicious use of color has been proven to increase sales and conversion rates considerably.Adding color to a web page, this poses little problem. Pick your color and there it is. But if you are having your document reproduced on paper, what type of color required by your design should be one of the major considerations.Spot colorWhen thinking of color on a document, this is what most people think of. Spot color is best suited for such things as solid borders, colored text, and colored lines.It is defined by Pantone, an industry standard in color as: “Any color produced without screens or dots”.“Screening” in it's most simple definition, refers to lightening or making a color more transparent by reducing the overall coverage. In the o
If you're going to produce a radio spot that has the most bang for the buck, you have to make sure that every word "sits" comfortably on the music bed (background music). You can record the announcer first and try to match the music, but it's a lot smoother when you pick the right music from the get-go.
What I typically do is run a few different tracks as I read the spot over in my head. What I'm looking for is a music bed that flows and a matching cadence in the read.
I want to make sure that if I'm pitching a limited time colossal sale that the music is exciting with a strong beat and essential music "posts" (where certain words get pushed by a musical punch or stop).
When I find the sound that I'm looking for, I then begin to re-write the spot making sure that I take advantage of the various musical modulations, punches and "holes" (silence) where each key word is as impactful as possible.
Believe me, when a well written spot is married to a great music bed, the fireworks happen and listeners not only hear it - they feel it!
That being said, let me state that some of the best commercials I've ever been a part of, have had no music bed at all!
In these cases, the power came entirely from the announcer who was able to take every cherry-picked word and make it his own.
The best "cold voice" (spots without music) radio commercials were the ones that had the least amount of words, the greatest amount of meaning and the strongest emotion.
Now you might think that male announcers dominate the airwaves and you may be right. But there are female voices that do incredible work.
Which brings me to Radio Commandment number 5. Thou Shalt Pick The Right Talent For Your Radio Commercial
While great copywriting may be the key to a successful radio campaign, it is the announcer, who opens the door!
There are many great sounding announcers in the marketplace, but sadly few, who understand the importance of verbal foreplay. The innate ability to roll passionate words around effortlessly, bumping and grinding each syllable into a heated and euphoric grab for your attention - and money.
It is these wordweavers who you should seek out.
How do you find these voices? A good place to start is on the internet. Just key in "voice over talent" and you'll find plenty of demos to audition. How will you know who's good? Simply listen. If they move you - take their name, email and find out what they are offering. In some cases, you may be fortunate to find someone who is also an accomplished copywriter.
A question I often get asked is whether a male announcer is better than a female announcer.
I think alot depends on what you are selling. For example, I'd be hard-pressed to use a male voice if I'm selling menstrual pads. I'd also find it less convincing if a female voice were selling shop tools.
Interestingly, I think women can get away with selling more products than men- however, I believe men seem to have a more commanding and convincing presence.
Which brings me to Radio Commandment number 6 Thou Shalt Believe In Your Product
Nothing irks me more than radio spots that hammer away at listeners with zero conviction. Spot after spot of useless unconvincing dribble to buy this, call here, shop there and the most redundant and pathetic of them all...quality, service & price!
Is there any business out there that isn't about quality, service & price? DUH. Well...hmm, maybe banks. Let's face it. Everybody in their right mind wants the best quality and service at the lowest imaginable price. Enough already!
The fact of the matter is, that your radio spot should evoke those sentiments without having to spell it out.
Remember - it is a classy spot that says quality for you.
Relating how you make sure to always do a little bit more for a customer, says you're into service.
And letting your listener know the difference between the regular price and the sale price while throwing in some added-value offer certainly says there won't be any objections to the prices.
In other words, you can't sound believable if you're echoing the same redundant information as everybody else. Believability happens when truth prevails.
You can sell $2. t-shirts and pretend they're great, or you could say something like "...and we're stuck here with these posh, really high-end 100% baby-soft cotton t-shirts that have these, like, minor flaws because of some imperfect dye run that no one would really notice anyway, and heh, for $2. you absolutely can't go wrong, so come by before you feel sorry....that you didn't..."- blah blah...
The matter of fact, conversational & up front tone, brings you into the announcer's "I'm your friend, listen to me - I'm offering you advice" space. And it works.
It is believable. It is real. It is reliable & convincing.
And that means you've just gained another excited customer.
This brings me to Radio Commandment number 7 Thou Shalt Use Radio To Make Friends & Build Trust
Creating a relationship with your listener is a long term commitment and important for sales today & tomorrow. But making friends on radio will take more than a serious up front spot. Spots can and should at times, be humorous. As long as there is a sense of imparting truth.
In fact, humour is a wonderful tool because it entertains and radio is in the entertainment business. Yes, I know that talk radio is very serious and not entertaining, but that is what is only on the surface.
But getting back to using humor. It's a great way to grab someone's attention, win someone over and invariably, make a friend and a potential customer. But it can also work against you.
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching their heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they're feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very private bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weekends - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want
Business in the UK’s freight shipping industry has been booming over recent months. The port of Belfast is experiencing one of the busiest periods in its 400 year history. And now figures from the country's leading sea freight lines show that freight shipping volumes increased by 8% between 2004 and 2005.The Reasons for the Increase in Freight Shipping VolumesThe greatest freight shipping growth area has been on Irish sea routes. In this area volumes increased by 16% between 2004 and 2005. The reason for increased freight shipping volumes on this route was the acquisition of the Fleetwood to Larne service by one of UK's main shipping lines. This acquisition added 259,200 freight units to the total volume shipped on this route in 2005.Furthermore, the North Sea and Scandinavian markets experienced similar growth figures.The Future of Freight Shipping According to one of the main line's direc
Now you might think that male announcers dominate the airwaves and you may be right. But there are female voices that do incredible work.
Which brings me to Radio Commandment number 5. Thou Shalt Pick The Right Talent For Your Radio Commercial
While great copywriting may be the key to a successful radio campaign, it is the announcer, who opens the door!
There are many great sounding announcers in the marketplace, but sadly few, who understand the importance of verbal foreplay. The innate ability to roll passionate words around effortlessly, bumping and grinding each syllable into a heated and euphoric grab for your attention - and money.
It is these wordweavers who you should seek out.
How do you find these voices? A good place to start is on the internet. Just key in "voice over talent" and you'll find plenty of demos to audition. How will you know who's good? Simply listen. If they move you - take their name, email and find out what they are offering. In some cases, you may be fortunate to find someone who is also an accomplished copywriter.
A question I often get asked is whether a male announcer is better than a female announcer.
I think alot depends on what you are selling. For example, I'd be hard-pressed to use a male voice if I'm selling menstrual pads. I'd also find it less convincing if a female voice were selling shop tools.
Interestingly, I think women can get away with selling more products than men- however, I believe men seem to have a more commanding and convincing presence.
Which brings me to Radio Commandment number 6 Thou Shalt Believe In Your Product
Nothing irks me more than radio spots that hammer away at listeners with zero conviction. Spot after spot of useless unconvincing dribble to buy this, call here, shop there and the most redundant and pathetic of them all...quality, service & price!
Is there any business out there that isn't about quality, service & price? DUH. Well...hmm, maybe banks. Let's face it. Everybody in their right mind wants the best quality and service at the lowest imaginable price. Enough already!
The fact of the matter is, that your radio spot should evoke those sentiments without having to spell it out.
Remember - it is a classy spot that says quality for you.
Relating how you make sure to always do a little bit more for a customer, says you're into service.
And letting your listener know the difference between the regular price and the sale price while throwing in some added-value offer certainly says there won't be any objections to the prices.
In other words, you can't sound believable if you're echoing the same redundant information as everybody else. Believability happens when truth prevails.
You can sell $2. t-shirts and pretend they're great, or you could say something like "...and we're stuck here with these posh, really high-end 100% baby-soft cotton t-shirts that have these, like, minor flaws because of some imperfect dye run that no one would really notice anyway, and heh, for $2. you absolutely can't go wrong, so come by before you feel sorry....that you didn't..."- blah blah...
The matter of fact, conversational & up front tone, brings you into the announcer's "I'm your friend, listen to me - I'm offering you advice" space. And it works.
It is believable. It is real. It is reliable & convincing.
And that means you've just gained another excited customer.
This brings me to Radio Commandment number 7 Thou Shalt Use Radio To Make Friends & Build Trust
Creating a relationship with your listener is a long term commitment and important for sales today & tomorrow. But making friends on radio will take more than a serious up front spot. Spots can and should at times, be humorous. As long as there is a sense of imparting truth.
In fact, humour is a wonderful tool because it entertains and radio is in the entertainment business. Yes, I know that talk radio is very serious and not entertaining, but that is what is only on the surface.
But getting back to using humor. It's a great way to grab someone's attention, win someone over and invariably, make a friend and a potential customer. But it can also work against you.
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching their heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they're feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very private bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weekends - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want
Buying a gift takes an enormous amount of care and patience. As if that is not bad enough, choosing a gift for your boss or an important client can be nerve-wracking and stressful. Naturally, because you are trying to make a good impression, you would like to come up with a gift that exudes professionalism, attitude, and class, and is, at the same time, unique.One of the things that corporate executives have in common is the business card. With the busy lives they lead, most of them carry numerous business cards in their wallets. This can be cumbersome. Clearly, an excellent present for that executive you badly want to impress is a business card case.Why Business Card Cases?Business card cases provide nifty means for storing and organizing business cards. Business card cases can easily be put in one's pocket. This makes them perfect for the executive on the go.Business Card Cases Inspire Individualitynd it less convincing if a female voice were selling shop tools.
Interestingly, I think women can get away with selling more products than men- however, I believe men seem to have a more commanding and convincing presence.
Which brings me to Radio Commandment number 6 Thou Shalt Believe In Your Product
Nothing irks me more than radio spots that hammer away at listeners with zero conviction. Spot after spot of useless unconvincing dribble to buy this, call here, shop there and the most redundant and pathetic of them all...quality, service & price!
Is there any business out there that isn't about quality, service & price? DUH. Well...hmm, maybe banks. Let's face it. Everybody in their right mind wants the best quality and service at the lowest imaginable price. Enough already!
The fact of the matter is, that your radio spot should evoke those sentiments without having to spell it out.
Remember - it is a classy spot that says quality for you.
Relating how you make sure to always do a little bit more for a customer, says you're into service.
And letting your listener know the difference between the regular price and the sale price while throwing in some added-value offer certainly says there won't be any objections to the prices.
In other words, you can't sound believable if you're echoing the same redundant information as everybody else. Believability happens when truth prevails.
You can sell $2. t-shirts and pretend they're great, or you could say something like "...and we're stuck here with these posh, really high-end 100% baby-soft cotton t-shirts that have these, like, minor flaws because of some imperfect dye run that no one would really notice anyway, and heh, for $2. you absolutely can't go wrong, so come by before you feel sorry....that you didn't..."- blah blah...
The matter of fact, conversational & up front tone, brings you into the announcer's "I'm your friend, listen to me - I'm offering you advice" space. And it works.
It is believable. It is real. It is reliable & convincing.
And that means you've just gained another excited customer.
This brings me to Radio Commandment number 7 Thou Shalt Use Radio To Make Friends & Build Trust
Creating a relationship with your listener is a long term commitment and important for sales today & tomorrow. But making friends on radio will take more than a serious up front spot. Spots can and should at times, be humorous. As long as there is a sense of imparting truth.
In fact, humour is a wonderful tool because it entertains and radio is in the entertainment business. Yes, I know that talk radio is very serious and not entertaining, but that is what is only on the surface.
But getting back to using humor. It's a great way to grab someone's attention, win someone over and invariably, make a friend and a potential customer. But it can also work against you.
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching their heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they're feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very private bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weekends - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want
If you are into business and you aim for a good name and identity, postcard prints can be a good idea. It is within this means that you are able to draw your companies’ image and build a good name in the market.Developing business identity for companies is a big means of establishing a good name in the business. This is indeed the most important things that you prefer to have – Make a name in the business through your own identity.We are all aware that advertising is the most critical and crucial part in every business endeavor. This is a test whether you had dutifully done your part in making your business recognizable in the market. This is also the make or break part of winning the game for your business.Investing an identity in the market for your business is no longer tricky. You can make use of paper prints in order for you to build your companies identity. One of the most common tools that you can make use of i
The matter of fact, conversational & up front tone, brings you into the announcer's "I'm your friend, listen to me - I'm offering you advice" space. And it works.
It is believable. It is real. It is reliable & convincing.
And that means you've just gained another excited customer.
This brings me to Radio Commandment number 7 Thou Shalt Use Radio To Make Friends & Build Trust
Creating a relationship with your listener is a long term commitment and important for sales today & tomorrow. But making friends on radio will take more than a serious up front spot. Spots can and should at times, be humorous. As long as there is a sense of imparting truth.
In fact, humour is a wonderful tool because it entertains and radio is in the entertainment business. Yes, I know that talk radio is very serious and not entertaining, but that is what is only on the surface.
But getting back to using humor. It's a great way to grab someone's attention, win someone over and invariably, make a friend and a potential customer. But it can also work against you.
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching their heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they're feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very private bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weekends - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want
The foundation of Avon was set back in 1886 by a man named David H. McConnell. It all began in a small 20x25 ft. building in New York with the name California Perfume Company (I am unsure of the reason for naming a New York based company California Perfume Company). Since, Avon has spread all over the world with a universal appeal and as a recognizable household name.Avon Timeline:1886 Started as the California Perfume Company1897 Perfume manufacturing laboratory built (3,000 sq. feet standing at 3 stories tall now 320,000 sq. feet).1906 Has over 10,000 representatives, and has built a product line of over 116 perfumes available in many sizes, shapes, and packages. Later in the year, the first brochure is released to the public, creating an outbreak of Avon fans.1914 The California Perfume Company (Avon) begins it leap to international markets opening a distribution center in Canada.1928 Th
In fact, the most successful award-winning radio commercials that have used humor have left many people scratching their heads trying to remember the advertiser. A case of "that was so funny that I didn't get what product they were selling."
What went wrong? Simple. The product name was not intrinsically linked to the punch line or plot line.
The least you ever want a listener to walk away with, is the product name or company name and have it relate to the good feeling that they're feeling. One day that listener may need to decide between your product or service and another. The one they'll go for is the one that will "feel good" to them and is offered with the feeling of a trusted friend.
People definitely have a relationship with the radio station of their preference. It starts with the morning announcers who talk to you in your very private bathroom as you dry up from a shower or shave & strutt naked to the morning music.
They tell you all kinds of information over breakfast. Some even gets in and gets stored in your subconscious. And they guide you safely through traffic to your morning destination. The alert you to impending storms, washouts and the like.
This happens every working day & even weekends - 365 DAYS A YEAR! Is it a wonder that over time, radio is the best media key to unlock a listener's inhibitions and build up a place of trust in their lives?
Talk about trust. Listeners are not the only ones you want to win over.
In my next article, I'll discuss Radio Commandment number 8.
Thou Shalt Use Radio To Build Strong Business Alliances.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.casualarticles.com/article/6697/casualarticles-Radio-Advertising-Commandments--Part-2.html">Radio Advertising Commandments - Part 2</a>
BB link (for phorums):
[url=http://www.casualarticles.com/article/6697/casualarticles-Radio-Advertising-Commandments--Part-2.html]Radio Advertising Commandments - Part 2[/url]
Related Articles:
Cultural Sensitivity in Business
24 Key Factors to Investigate When Analyzing ANY Business
Bookmark it:
|