Thanks to Wray Ellis for sharing his expertise with the members of RSC:
Action + Benefit = Objective
FORMULA FOR RADIO SUCCESS
The very first client question to ask: “What needs to happen as a result of this commercial?”
The first step toward creating effective radio advertising is setting the Objective. You and your client must agree on one measurable goal that when reached, proves to the client that your radio campaign has been successful. Reaching the Objective not only achieves the desired benefits for the client, it ensures future bookings for your station. Remember, it is vital to select an Objective that’s measurable. For example: “Sell 10 cars this weekend”; “Boost sales by 5% over previous month”; “10% web hit spike over same month last year."
Once you have established a mutually agreeable Objective, you must then determine the Call-to-Action that will achieve this objective. For example: If a car dealership’s Objective is to “ Sell 10 cars over the weekend ”, the Call-to-Action MUST get listeners to take a test drive *.
Do not include the client’s web address or phone number too as this will splinter your results. When it comes to the Call-to-Action, never give the listener a choice.
If the Objective is to “boost sales by 5% over the previous month," the Call-to-Action is “buy.” If the Objective is to boost web hits, the Call-to-Action is “visit the website." In both cases, do not give the phone number. Only businesses that rely on incoming phone calls (taxis, pizzas, etc.) should give their phone number as the call-to-action – and just their phone number.
Advertising “Success” only occurs when the client’s measurable Objective has been realized. Successful advertising depends on a delicate balance of three different, but intrinsic factors:
1. The Action you call upon the Listener to perform. It must be simple.
2. The Benefit that persuades the listener to perform this Action. It must be compelling.
3. The Objective that you and the client have set as this commercial’s single goal.
Action + Benefit = Objective
CREATIVE STRATEGY
Be sure to create a compelling Benefit that will attract the target listener. This isn’t done with a list of features. Make them want to act on your offer.
To make listeners ACT, we must offer a Benefit that is irresistible. In fact, we must promise to solve a problem that is currently plaguing them - and they may not even know it…until now. We must “Solve the Right Problem."
*Studies have shown that when someone “visits” a dealership, the likelihood that they will buy a vehicle is approximately 1 in 35. But, if they take a test drive, the odds soar to 1 in 8. “We’re overstocked!”; “300 vehicles MUST go!” The Listener doesn’t care about these advertiser problems. Listeners only care about one thing: “What’s in it for ME?”
An effective radio commercial must solve two problems at the same time. It must solve the Advertiser’s problem and it must solve the Listener’s problem. On the surface, this might seem to contradict the rule: One spot, ONE thought. However when done correctly, this approach defines the rule.
Solve the Listener’s problem first and the Advertiser’s problem goes away.
As you approach writing the script, ask yourself this question: “What problem am I trying to solve for the Listener?” While advertising is usually initiated by the advertiser’s problem, (“We’re overstocked with minivans!!”), the commercial must be written so that it addresses the consumer’s perceived or real needs. (“If you have more family members than seats in your car, it’s time to buy a minivan. And right now, Stan’s Vans is holding…&rdquo
By solving the Listener’s problem, you are using their Emotions as leverage to solve the Advertiser’s problem. So, forget about solving the Advertiser’s problem. Get the Listener to do it for you!
The most powerful advertising demonstrates an insight into the Target Listener - either emotionally or rationally. Advertising that seems to read your mind can make you act . It requires substance in the form of hard information – information that differentiates this product from its competition. All car dealers offer similar factory-driven financing packages so you must explain why the listener should visit your client’s dealership over all others.
Who specifically are you talking to? Auto dealers selling minivans are specifically targeting to drivers who carry additional people or cargo in their vehicles.
MEASURING SUCCESS
As a Radio copywriter, you won’t have time to analyze and enhance the brand characteristics for every client on your station. However, with familiar or recurring clients, you probably have a pretty good understanding of their brand already. These are the advertisers to focus on.
Be sure to assess all other advertising these clients do. Check their web site. Identify the tone or style of what they’ve done in the past. And don’t forget to review your Creative Strategy to ensure you’re on target. The best assistance you can give your clients is to reinforce the brand they have already established, not invent a new one. Look for the main Listener Benefit and focus solely on it. If you can’t identify the main Listener Benefit, continue asking questions until you can. Then, make sure you follow it up with a single-minded, Objective-driven Call-to-Action.
Successful advertising addresses actual Listener Needs versus the client’s perceived needs. It must be credible with consumers and the client must deliver as promised.
Successful advertising is a combination of an effective message and sufficient frequency. In order for advertising to be successful, it must develop positioning for the product and, above all, be consistent. On radio, consistency is achieved through a variety of basic techniques such as a custom jingle, consistent “tone”, using the same announcer each time and other unique executional considerations identified on the creative strategy.
How can we measure radio advertising?
1. The client monitors and reports the number of web hits over a specified period.
2. Client monitors and reports sales totals over a specified period.
3. A specific goal is achieved. (Example: Reaching the client’s goal of selling 10 cars over the weekend).
4. The client becomes more enthusiastic and collaborative with the radio advertising.
5. The client sees the targeted objective being consistently met.
6. The client buys more radio advertising.
Your clients should establish a means of measuring success at the same time you develop the Creative Strategy. Work with them to ensure their goals are realistic, measurable and apparent to everyone involved in creating their advertising.
From the author, Wray Ellis:
After graduating college in 1978, I spent the next 12 years playing in dives, concert halls and arenas all over North America. Highlights include touring with Dr. Hook, getting career advice from Hoyt Axton, and visiting radio stations from coast to coast.
By the late 80s, I was ready for a change and enrolled in the radio broadcasting program at Humber College. After a year of juggling intense study with three part-time jobs, I graduated with honors. I eagerly accepted a low-paying job in the creative department at Toronto's venerable talk station CFRB 1010. There, I worked alongside some of Canada's legendary broadcasters. I wrote scripts for commercials, traffic and weather tags, and station promos. I voiced commercials and worked production. And, I sold jingles on the side. When several of my spots delivered disproportionately high returns, I wanted to know why. I started searching for common elements that either helped or hindered a commercial's effectiveness. This was the beginning of my quest to control consistency.
In 2002, I joined Canada's Radio Marketing Bureau. As Creative Director, I ran the Crystal Awards, delivered seminars and workshops, and taught the certified copywriter course. I also created an audio library of over 10,000 radio commercials dating from 1922 to 2010. - when the RMB closed.
Over the last few years, I wrote a book, worked in radio sales and studied finance. Currently, I'm a freelancer of custom jingles and spots on demand. For inquiries and consultations, I can be reached via email at: [email protected]. I'm also getting back into music. Here's my link: https://www.reverbnation.com/wrayellis
This post was edited by RSC Administrator
at November 15, 2019 1:39 AM PST
