Monday Memo: High Impact, Soft Sell

| February 17, 2020

By Holland Cooke
Consultant

 

BLOCK ISLAND, RI — Auto body repair was always an opportune radio advertising category; then came texting-while-driving.  Ka-CHING.

 Rip-off this copy, which I myself ripped-off. 

These copy points are culled from ads for competing shops in an all-out radio air war in a market I monitor regularly; and it’s moved the needle for a half-dozen of my client stations.

GRAB A PEN.
I’M GOING TO GIVE YOU A PHONE NUMBER THAT I HOPE YOU NEVER HAVE TO CALL.
IT’S THE NUMBER FOR [name of business].
THEY DO AUTO BODY WORK…NOTHING *BUT* AUTO BODY WORK.
IF YOU *DO* GET-INTO-AN-ACCIDENT, THIS IS THE NUMBER YOU WANT IN YOUR GLOVE COMPARTMENT.
[number, real slowly]
YOU’LL WANT THAT HANDY BECAUSE, SUDDENLY — RIGHT THERE AT THE CRASH — YOU’LL BE GETTING LOTS OF “ADVICE.”
TOW TRUCKS JUST…SHOW UP.
WHEN THEY DO, SIMPLY SAY: “[name-of-advertiser].”
[name-of-advertiser] IS AN AUTO BODY *SPECIALIST*.
NOT A CAR DEALER WHO DOES BODY WORK AS A PROFITABLE SIDELINE.
AND [name-of-advertiser] WORKS FOR *YOU*, NOT THE INSURANCE COMPANY.
SO HERE’S THAT NUMBER AGAIN:
[number, real slowly]

[number, real slowly]
[name-of-advertiser] IS THE AUTO BODY *SPECIALIST*.

NOTES:

  • NO music or SFX. Just the announcer, “making eye contact.”
  • This is a :60, written to be read slowly-enough to stand-out from the motor-mouth delivery that makes the other 5 spots in the stopset go in-one-ear-and-out-the-other.

I’m breaking a rule.

Rule: Phone numbers usually don’t work on radio.  Assume that your listener is in-car, not poised with pen-and-paper.

  • It helps if the phone number spells something, or is super-easy to remember (1-2-3-4 or 8-8-8-8).
  • Goal: recall of the shop’s name. The unconventional approach (a number “I HOPE YOU NEVER HAVE TO CALL”) draws-the-ear toward benefit statements that follow.

Drive carefully.

Holland Cooke (HollandCooke.com) is a media consultant working at the intersection of broadcasting and the Internet. He is the author of the e-book “Holland Cooke: Greatest Hits” from Talkers Books.  Click the ad banner on this page for an instant download.  And HC hosts “The Big Picture” TV show Friday nights at 7ET on RT America.  Read HC’s Monday Memo each week at Talkers.com, and follow him on Twitter @HollandCooke

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Category: Advice