November 28, 2024
Stop complexitizing your radio ads!
Because we want to write “creatively” we the authors over-/complex-i-tize/ the message and the results sometimes become mixed-up. Our attempt at being “cleaver” becomes confusing instead of clear. I always tell business owners seek a clear message over a cleaver one. Ima hurt some feelers here with this next sentence, but listeners & customers do not care about your problems; when your problems are that you “NEED” more business which is what a “sale” is actually saying.
This is why most radio commercials and really most all commercials are stupid in my opinion…because they focus on the solution for the problems the business has (wants more business). STOP doing that! Stop making your problems everyone else’s.
What problem does your product or service solve for the listener/customer? Focus on that answer by answering this question: “what is something about your business that you think everyone should know but they don’t”?
If you know how to get a word added to the dictionary let me know how. I think “complixitize” deserves serious consideration, don’t you?
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