In Celebration of Specificity

“If you say that there are elephants flying in the sky, people are not going to believe you. But if you say that there are four hundred and twenty-five elephants flying in the sky, people will probably believe you.”  --  Gabriel Marquez

Yes, specifics are more believable than generalities.

Even when they're true.

Remember this, and you will write far more effective ads.

- Roy H. Williams

Last year I was asked to write an ad about March Break at one of those new mall complexes – you know the ones – they have a bunch of box stores with smaller retailers and restaurants clustered around them like baby ducks trying to stay warm cuddling close to mommy on a cold, rain-soaked day. 

Unfortunately, the only information I was given to write this ad was their name, an address locationer and the fact that there a bunch of restuarants (only some of which were family style restaurants), a gym, an indoor mini golf location and a complex of movie theatres.  I was then told to make this an ad about how this a good place to take the kids for March Break. 

After getting frustrated at being given only basic information – information that in no way answered the listeners question “Why should I care?”, but still expected to deliver miracles…I realized had no choice but to try – so I hauled out my copywriters tool box and dusted of my advertising magic kit, and set to work.

In the end I came up with an ad that was just a notch above ordinary, by trying to appeal to parents, using language they could identify with and focusing on the frustration of hearing the words “I’m bored” from their prodgeny. 

In the end, it wasn’t a bad, basic commercial. But it could be so much better.  How?  Glad you asked.

Specifics.  Plain and simple, if I had some specific information the ad could have become so much more compelling. What kind of specific information?  Well I happen to know that many theatres offer daily matinees with popular kids movies over March Break.  And that many of these matinees start around noon and offer reduced prices.

 

If I could have inserted that information into the ad, information that would have added a wealth of specifics to the ad.  It would have allowed me to paint a picture of “you (the parent) answering the question “I’m bored – what can I do?”, in a very specific way, that could have caused you to envision yourself packing the little darlings in to the car – going to this box-movie complex.  Taking in a movie, and lunch at one of the kids favourite – specific – restaurants.

 "We create failure when we pretend creativity can overcome the fact that the advertiser has nothing to say."
- Roy H. Williams, The Wizard of Ads

Now don’t get me wrong, I don’t expect to win any awards with this ad – but I do expect it will illicit a stronger response from the listeners, because the ad now at least offers an answer to the most important question – why should I care.  Because if you have kids and you’re looking for something to do with them outside of the house over March Break – especially if you’re looking for something less expensive – then at least you now have some specific information to consider. 

In the first ad there is nothing compelling – no true offer.  It’s really just a message that says – hey we’re here and our name is _________. 

So remember, if you want to take your ad from ignorable and predictable to greater, more effective heights, then ad some specifics.  

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Thinking about Ad Speak

I’ve been thinking lately about “Ad Speak”. You know those predictable words that seem to litter every single commercial like a garbage truck with it’s back doors wide open.  Words like “super”, “fantastic”, “unique”, “limited time offer”, “hurry, act now” etc…the kind of words that worked in ads in the 60’s and 70’s -- and now instantly signal listeners to shut down and go into “ignore mode”.

More specifically what I’ve been tossing around my brain is the thought that slogans and sell lines might have become Ad Speak…joining all those other cliché ridden phrases.

Blah, blah, blah.

I know personally when I hear someone spouting a slogan or a "cutsie" sell line my reaction is to think “blah, blah’blah”.  And personally I’m finding them harder and harder to write as well.  Everything seems to have been done before – and what’s even worse the majority these days seem hollow and insincere.

I guess that right there should be the key thought, that in fact most have indeed joined the ranks of the Ad Speak Army.  Or perhaps it’s just that we’re not being creative enough with them.

Maybe they sound like Ad Speak because they are often tacked on to the end of ads.  Having no relation to the commercial that just proceeded them.  Or you hear them in a list of sponsors at the end of a ball game. You know the preceeding was brought to you by “so and so company – insert slogan here.  It’s kind of a throw away.

Do you recall?

I know that’s not what they’re designed to do – they’re meant to offer recall -- like if I said “The Real Thing”.  You’d know that’s Coke.  Even if you had not been paying attention to the ad, you’d still know you heard something about Coke.

But aside from a shining few examples, I’m beginning to think we should just avoid them completely – or find a way to redesign them.  I’m not sure exactly how that should work yet.  But I’ll keep thinking about it myself.  What about you – any thoughts or ideas?

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It’s All A Matter of Brain Chemistry.

People say they aren’t susceptible to advertising – and that “branding” doesn’t work on them. The folks at McDonalds would beg to differ.  And so would I. 

Did you know that after years of conditioning – you no longer need to actually eat at McDonalds, or experience anything that gives you pleasure to actually get the rewards of those pleasures in your brain.  Check out this except from a recent article on the blog at “Psychology Today” (http://www.psychologytoday.com/blog/you-illuminated/201108/7-things-mcdonald-s-knows-about-your-brain)

The brain's reward chemical is dopamine, a molecule that's released when you experience something you enjoy.  However, one of the brilliant aspects of the brain is its ability to learn and make predictions about the world based on past experiences.  When the brain learns that a certain cue is associated with a reward, dopamine neurons learn to fire whenever the cue appears, even before the reward is given.   Dopamine does more than simply reward you; it also motivates you to seek the pleasure again.  As soon as you see the cue, your brain begins to anticipate the reward.  The anticipation is part of the pleasure.

In simple language it would appear from this study, that in fact you actually don’t need to experience a pleasurable product or service in order to get the rush that comes from filling that desire.  Perhaps this is why people become shopaholics, or addicted to junk food.

From an advertising standpoint, I would say this study suggests that people do not really need to be having an experience to get the rush of having it. They just need to have had the experience once before – then the mere suggestion of that experience sets the brain a workin”!

Seems to me, this also suggests radio ads that paint a picture, that give the listener a virtual experience are also going to have the same effect.  And it sheds new light on something that Roy Williams from the Wizard Academy says; “no one will do something they have not imagined themselves doing”.

So what does all this mean to your radio ads.  Story ads, that make people feel what it’s like to experience your product or service, or clearly demonstrate a problem and a solution will have a powerful impact on the listener.  Want proof – just think for a second about the sinful pleasure of chowing down on some McDonalds fries.  It would appear that mere thought is enough to get your brain’s chemistry working…and may be all it takes to get you to a McDonalds to satisfy that craving. 

You know as I think about – this is probably why all I have to do is have someone mention they went out for Chinese food, or smell it --- and I want it….very badly! 

So you can say that advertising and branding do not work – but your brain and it’s magical chemistry seem to disagree with that assertion.  Just a little food for thought.  (And yes – I know that is a terrible attempt at humour!)

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Too Much Choice – Is It Really Possible?

Had a conversation at work the other day about choice as it pertains to radio ads --- whether or not it’s a good thing to give a listener multiple choices of action. I’ll expand on what that means later.

However what that conversation did was to remind me about a video I watched online from a TED conference --- all about choice.  A talk by Barry Schwartz, that I initially found surprising, with some information that seems counter-intuitive.  Here’s a link to that video from PsyBlog -- http://www.spring.org.uk/2007/09/barry-schwartz-on-why-too-much-choice.php .

To boil down the main points of this discussion – it is argued that choice can actually be a negative and in fact having too much choice causes a kind of paralysis, rather than action and satisfaction.  Sounds odd, because in our world we are used to having so much choice.  And we are constantly told that choice is good. 

But walk into any grocery store and you’ll encounter shelf after shelf of products. Look at the cereal aisle.  How many cereals do you have to choose from?  20, 30, maybe more?  That’s wonderful, right?  Actually, no.  See there’s this funny/curious thing about people – we don’t like to make the wrong choice. 

In fact, we’ll go out of our way to justify the choices we do make.  So, given too many choices, and no good reason why one is better than another – we end up in a state of paralysis.  Frozen and unable to decide.  No matter what we choose, we fear we’ll make the wrong choice.  Sometimes it’s just easier not to make any choice at all!  Maybe this is why people who don’t have as many choices in their daily lives are actually happier than those who have the freedom of vast choice.

So what does this mean to your marketing?  First of all it re-enforces the thought that you should keep your message to one clear thought in any radio ad.  Don’t confuse people with choices – and cause them to freeze into a state of inaction.

But most importantly – you need to give them one, clear method of doing business with you.  If you want them to come to your store – give them a location.  (Best said in a style with landmarks – 333 Right Ave, next to the supercenter for example). 

If you have a website, that would supply the listener with your address and phone --- just send them to the website.  And lastly, if you have no other choice, use your phone number. (My least favourite option since it takes so long and is so easily forgotten)  But never use all 3 in one ad!  You will cause the listener to stop focusing on your message and force them to consider which choice they should make, address, website or phone number.  Suddenly they’ve gone from any consideration of why they should do business with you – to a state of frozen paralysis.  In truth they will now have heard nothing you said, and will be more focused on how to contact you.  I can’t tell you the number of times we get calls or emails that say I heard an ad about something I may be interested in – but I did not catch the phone number and website – not only because they go by so fast – but I would suggest that because there were 2 or more choices of “call to action”!

So once again, we’re back to the “KISS” rule.  Just keep it simple.  I know it sounds wrong – but sometimes  too much choice can be a negative.

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A Little Advice From an Apple

I found this quote in an online article from the Wall Street Journal, about the way that Apple does business…

“According to several employees and training manuals, sales associates are taught an unusual sales philosophy: not to sell, but rather to help customers solve problems. "Your job is to understand all of your customers' needs—some of which they may not even realize they have,"

Read more: http://online.wsj.com/article/SB10001424052702304563104576364071955678908.html#ixzz1PpRfBKll “

And as it turns out this is not only advice on how you could run your business, but more importantly--- also great advice on how you should create your radio ads.  Stop trying to sell – and simply help your customers solve a problem.  If you can do that, you’ll more than likely achieve the sale as a result.

The problem with most advertising is that it tries to answer questions no one is asking!   By giving the listener the who, what, when and where – when all they really want is an answer to the question “WHY?”   Why should I choose you?  How can you help me?

If you can solve the “why” they’ll give you their attention (and their money).  But drone on endlessly about how many years you’ve been in business, and load your ad with platitudes about your experienced staff and superior selection – they’ll tune you out and go back to whatever it was they were thinking about before your message came on. 

And they’ll do it with lighting speed!

 Thanks to the miracle of the internet and Google searches we’ve all become expertly honed at deciding what we’re interested in and what we’re not.  Give us information we don’t want, or didn’t ask for and we’re gone.  On to the next most interesting thought.  Which is really bad news for you Mr Advertiser.

So stop trying to sell, and stop cramming your ads full of “we-we” (as in we do this and we do that and we’ve been doing it for 35 years…) and figure out how you can solve their problem.   Then package that solution in a straight-forward ad, with some powerful and energetic verbs and you’ll get the listeners attention. 

And these days – that in and of itself is a huge success right there!


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It’s Your Story – So Own It 

How do you differentiate your business in your radio ads?  Listen to most ads and you’d think the secret is to tell everyone how long you’ve been in business, where you’re located and then go on endlessly about how wonderful you and your products are. Oh and if you really want to impress us, throw a list of all the product lines you carry – nothing impresses us more than a list!

Okay, I know what you’re thinking…they’re your ads, you’re paying for them – so you’re going to talk about yourself and your business!  Well, if your business is so successful you can afford to buy ads just to brag, and you don’t need any more customers – then go right ahead.  Now if you are in same boat as the rest of us and you always need new customers -- as a general rule talking about yourself is not a good way to market your business in radio.  Truth is your customers really don’t care about you or your products – unless you or that product can help them solve a problem – they’re stuck in their own heads and their own lives.  So they want to hear about themselves.

But if you’re bound and determined to talk about you – then please don’t fill your ads with boring ad speak, like lists and years in business – tell us a story.  And not just any story – your story! You’ve got a unique one – because only you are you.   So share some of that story with your customers. 

Here’s what I mean – I’ve worked with a very smart business owner who told stories in her ads.  Stories about how she found specific artists she featured in her gallery/store.  Stories that centred around questions her grand kids asked her things she had in her home (the same kind of art she sold in her store).  Stories about special orders she’d done for some of her customers – stories only she could tell, that she could own.  Stories that other customers could remember and comment about.  Stories that told you about who she was, why she did what she did and the passion she had about the products she sold.

Oh, and by the way – these story ads worked very well for her, as they resonated with people who were listening to the radio.

So if you’re going to talk about yourself in your ads, make sure those ads tell your story – go ahead take ownership of the business you own and tell the world about it – but do it in a way that tells us a bit about who you are, and why doing business with you is so special.

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Are Your Ads Trying To Be Everything To Everybody?

In a recent article,

Marketing Beyond Advertising’s Tom Wanek said:

“Powerful marketing messages make a statement  by choosing who to lose. Weak marketing messages attempt to please everyone, and in the end, please no one.”

It’s a pretty common mistake, made in a lot of radio ads.  Trying to say too much in your ads.  And it’s a very easy trap to fall into. 

First of all, you as a business owner, know a lot about your business or service.  You’re proud of it – and you should be – so it’s only natural to want to tell everyone all the things you do.  But here’s something you need to hear – and I’m sorry this is going to sound a bit rough.  Listeners just don’t care.

See everyone is self-centered.  I know we try to claim we’re not, but we’re hard-wired that way.  Self-preservation is one of the most basic of humanity’s driving force.  And I believe that forces us to think about our welfare a lot more often then we consider.  And if that is true, when we’re listening to radio ads we’re trying to gauge how the message we’re hearing is going to impact our lives – in essence “what does this have to do with me”? 

But if you’re not talking to me, because you’ve forgotten that I am indeed an individual, with different immediate wants and needs than everyone else, but you’re still trying to lump me in – well in truth, you’ve lost me (and a lot of others too).

So in actuality, instead of reaching everyone, you reach no-one.  So how do you actually talk directly to those who would be interested in your product?  Eliminate those who wouldn’t be interested! I know you think you don’t want to do this – but you do.  Regardless of what you sell or market, there are just going to be people who are not interested in what you have.  So lose them -- purposely!

How?  Choose one aspect of your business – aimed at a very specific part of your consumer base, and then talk to them exactly as they talk.

That means if they talk about your product using jargon – you should use jargon too.  And don’t worry for a second that it alienates a lot of the people listening, because they were never going to be your customer anyway, and if by some miracle you were to get some of them to come in, they’d only waste your time asking a lot of questions that your targeted customers would never ask.

This is the key to making a powerful, laser-guided ad.  That’s in essence what the quote at the top of this post means. 

So go ahead, say it proud.  Say it powerfully.  And say it in the language your target customer is going to understand.  And lose everyone else. 

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The KISS Principal Applies to Not Only What You Write – But Also How!   

This is especially true when trying to write ads.  I don’t know how many times over my tenure as a copywriter I’ve actually said “your ad should be about one thing – and one thing only”.  In fact, there are times I’m convinced that if I had a nickel (maybe a quarter with inflation) for every time that I’ve said those words, that I would not need to be an ad writer anymore. 

However, as I recently discovered and will explain further, it’s not only advice that I should be giving to others, but it’s something I should remind myself of as well when I’m trying to construct an ad.

See, just like I would like to tell most advertisers and business owners, that they really know too much about their product to be objective when it comes time to decide what to write – I should also remind myself that I know a lot about the craft of writing radio ads, and that I need to keep it simple too!

As you may or may not know, I am a graduate of the Wizard of Ads – which simply means that I spent about 4 mind-blowing days in Austin Texas learning a lot about advertising, human nature, physics, and how to deconstruct the creativity of art, music, photography and poetry and use those techniques to write more effectively from Roy Williams.  And if you know about Roy, then you likely know about his weekly blog post called the Monday Morning Memo. 

Like many others, those who’ve been to Texas, and many who have not – I read his Memo every Monday.  In a recent Memo I was reminded about the basic lesson of the KISS principle as it relates to writing an ad.  If you go to the website (www.mondaymorningmemo.com) and look through the archives you’ll find the whole Memo called “Japanese Summer”.  I suggest you read it.

He does an extremely good job of explaining how important it is to keep it simple and how valuable hiring or having a good ad copywriter is to creating effective ads.  But here is the nugget that I dug out of the ground, dusted off and am trying desperately to put to use.

It’s nice to have a fancy ad – well crafted and filled with information.  But the average person just doesn’t care.  They don’t care how knowledgeable you are about your product.  All they really want to know is what will your product or service do to make my life better.  And when you tell me about it – keep it simple, cause I don’t have a lot of time and I don’t want to be challenged trying to figure out just what it is you’re trying to tell me. 

I realized when I read this Memo that I have often been guilty of being too cute, or too complicated – when all I needed to do was say it simply – say it plainly.  Then get the hell out of the way. See after more than 20 years, I’m still learning too.

It’s All About Me – But Should It Be?

Remember the 60’s and 70's? The “Me” generation.  It was all about expressing yourself, finding out who you were.  And then celebrating it. Who cares if it doesn’t “jive” with what someone thinks…”I’m just being me, baby”!  And people love me when I’m me.

Well, I’m not sure if you’re aware of this, but the 60’s are over!  In fact, the whole me generation thing is now over and another phase is -- the We Generation -- is taking hold.

Funny thing is, I’m not sure that a lot of small businesses know it.  Want proof? Listen to their radio ads.  They spend all of their time talking about themselves.  We do this and my business has that, and we offer something else and have been in business since 19 – blah-blah-blah. Sorry to be blunt – but who cares? 

This is what Roy Williams – The Wizard Of Ads, refers to as “we-we” advertising.  Actually he’s a bit more graphic when he asks; are you “we-weing” all over yourself?  Well are you?

I know what you’re thinking.  They’re my ads!  I’m paying for them – and I want people to know about me and the wonderful business that I’ve built.  I’m proud of it.

I’m not saying that you shouldn’t be proud of it – and hey if that is the only message you want to get out to people – then feel free to shout from every radio station in the country.  Oh, but don’t be surprised if no-one ever comes through your doors,

Here’s the hard lesson for you when it comes to your radio advertising.  Potential customers just don’t care!  They may not tell you that to your face, most of them are too polite or just can’t be bothered to do it.  No, instead they tell you with their dollars.

See here’s the thing – they too are self-centred, and they only care about themselves.  Their problems, their perceived wants and desires. 

And they give their hard-earned bucks to the businesses and services who can solve their problems. Real or perceived.  Wanna be that business?   Then stop “we-weing” on and on about yourself and your business -- and start talking about their problems and how your solution fits it and fixes that problem like the proverbial glove. 

Lose the insider talk, ditch the hype or gimmicks and please stop we-weing -- just have a conversation, a truthful simple conversation with them about how you can solve their problem and don’t be surprised if they don’t just reward you with their business.   

Why Can’t We Just Tell The Truth?

 

I’ve been in this business (radio copywriting) for a long time now – let’s just say more than 20 years and leave it at that. 

 

In that time I’ve undergone a lot of changes in my writing style.  Many of those changes have come the hard way – by trying things, only to realize it did not work. 

 

And I’ve said it a lot of times lately, I’m actually glad that when I started in this business we used typewriters and not computers. 

 

You see the great thing about a typewriter is that it does not save your work to anything that can be recalled years later for inspection.  Because I would suspect that if I could look back at my earliest work, hilarious laughter would follow as well as some serious head-shaking -- when I realized just how amateur the writing really was!

 

However, one of the bigger changes that I have undergone is the deep rooted hate that I have developed for “ad-speak” and love that I have for just telling things like they are.

 

Oh, don’t get me wrong, I am still far too often forced into writing cliché-ridden ads filled with dribble like “for a limited time”, “but wait there’s more” and so on and so on. (Fill in your favourite cliché and I’ve likely been compelled to use it in an ad sometime in the past year. Although there is one I will never use without being drugged – and that’s the phrase “for your whatever needs”.)

 

 If you work in a radio station – and you’re not the owner –  you’ve likely been made to use these word combo’s yourself recently. 

 

But I should get back to the point here.  The point was supposed to be about telling the truth in your ads.  I wish more business owners had the intelligence and let’s be honest here, the balls to just do that. 

 

Over the years I’ve found that the rare few who had the wisdom and the strength to just talk to people and tell them the truth about their product or service, their passions and unabashed love for the business they are in. Without all the hype and catch phrases.  And I can honestly say that every time I’ve had that great fortune, the client has had tremendous success.  Why does this happen?  Because we all have an internal “bullshit” meter – and it rings loud and true – and the second it goes off, we stop paying attention. 

 

The best way that I have found to silence that bell, is to tell the truth.  To speak honestly and forcefully about how your business can help a listener.  Do this, in plain english, and you will blast through all the hyperbole that litters the airwaves and your message will ring loud and true. 

 

Do you have the courage to dig deep, and speak the truth and nothing but the truth about your business?  I know I’d like to write for and work with more business owners who want to do just this in their ads.  And I’d really like to hear more of it on the radio on all the other stations that I don’t work for.  What do you say – let’s give it a try!  

 

 

So why am I doing this? 

That’s the question I asked myself before I set out to write articles to inform others how to write better radio copy.  My answer to the question ended up being multi-faceted.

First and foremost, I love radio.  I think that started when I was a kid.  I talked a lot – and many, many people told me I should put that voice to work for me.   I heard them, but in those days I always wanted to play sports.  I wanted to play professional hockey (I was a huge Ken Dryden fan).  But what you should also know about me is that this was truly the impossible dream.  You see I’ve had rheumatoid arthritis since I was an infant. And I was significantly disabled from the age of 4. Over the years a lot of what’s happened in my life has been dictated to some part by that simple fact.

Sometimes Love Is Not All You Need – sorry John.

When I finally realized that there are no professional hockey players, playing in a wheelchair, the seed that was planted all those years before must have taken firm root.  Because somewhere around age 15 or 16, I finally decided I wanted to have the kind of fun working, that I imagined those I listened to on the radio were having. They always say you should “do what you love!”

Well now, many years in radio later – almost 25 to be exact – I still love radio.  But I don’t love what I’m hearing so much anymore.  Especially all those saying, “radio is dead”.  And I decided I wanted to do something to try to change that.

Write What You Know Best 

Since what I know best is radio copywriting – that’s what I wanted to focus on.  And because I also wanted to have an avenue to take all that I have learned (so far), and simply write it down, this seemed like the best way to do it.

Secondly, I wanted to take advantage of this remarkable time in which we live, and try to give something back by helping those people who are just starting out, as well as those who’ve hit the wall and are looking for ways to improve their writing.  Because as I researched this topic, I really could not find that many people actually writing about writing for radio ads.

Also along the way, I hope to achieve number 3, by continuing to learn myself, using these posts as a venue to open discussion on this and probably many other topics related to radio, but most specifically writing as it applies to radio and marketing. 

Will I succeed in achieving all of my goals?

 I guess to use a cliché “only time will tell”.  The first one is easy.  As long as I continue to compose and post blog content, I’ve got number one covered. 

Number 2 actually depends on others reading these posts and taking some of my suggestions to heart. 

Numbers 3, well that one is sort of out of my control.  It relies on someone else (like you) reading these posts, offering their thoughts and getting the discussion going.  I’ve always been of the belief there is no need to re-invent the wheel if someone else has already done it.  My honest opinion is that as much as I think I have learned over the years, both through practical experience and by researching and learning from the best in the business – there is still so much that I have left to learn. 

So if you have some thoughts and ideas related to the topic of radio copywriting and marketing – let’s talk.

I think it could prove to be really interesting and educational! 

And if you just want to pick up some tips on how to write some gooder ads (that’s for all the grammar cops out there), or you’re a business owner who’s looking to delve into the world of radio marketing, and just want to know a bit more about it -- then come back over the next little while and check out my blog. I have no idea exactly where this journey is going to lead – but I hope it’s a fun and educational ride for everyone who hops on board!

By the way, I can’t promise every post will be about the very limiting topic of writing radio ads – but my goal is to make sure that the majority of what I write about focuses on radio and marketing.  I also intend to point you to some of the great thought leaders in this industry that I frequently follow in my effort to improve.