Answer the Question!
Thursday, March 4th, 2010I’ve come to the realization that there are essentially four ways to answer a question. For the sake of illustration, let’s say that question is:
How much is 2 + 2 ?
And here are the four ways to answer:
a) 4
b) 4, and here’s the history of numerology in the civilized world
c) Here’s the history of numerology in the civilized world, oh, and by the way, 4
d) Here’s the history of numerology in the civilized world, Aunt Betty’s brownie recipe and anything else I can think of telling you that will enable me to keep talking without having to actually say the number “4”
One of my great life missions is to exercise patience with the world’s “C” and “D” types. In the world of radio advertising, it pays to be a Type “A” or, at worst, a Type “B.”
A 60-second radio commercial gives you 150 words to do it all. So you’d better leap to the steak and not get lost in the sizzle. Your audience wants to hear you say the number “4.” Say it! Then give them a reason to embrace YOUR number “4” above all others.
Be direct and laser-focused. If a word, phrase or sentence doesn’t move the listener closer to making a buying decision, cut that copy! Lose those sound effects! Silence the music that serves no purpose other than to sound pretty!
Of the next three commercials airing on any radio station, one of those three will clearly communicate that 2 + 2 = 4 and then tell you what to do with that information. The others might just as well invest their money on ingredients for Aunt Betty to bake a batch of her famous brownies.
I’ll have four, please.
Mark Lipsky, President & CEO