Better Ad Copy-“Which Means?”

Why does so much of the copy written for ads, marketing materials, and websites fail to persuade?

Because, usually, the copy doesn’t answer the basic question: “Which means?” And it never drills

down far enough to touch the heart of the customer.

For nearly every phrase written in an ad, remind yourself to listen to the customer’s voice in your head,

by asking “Which means?” Here’s a shoe ad:

Even the simplest fitness regimens can cause knee pain.

Which means?

You may be wearing a shoe that doesn’t fit the shape of your foot.

Which means?

You may suffer from over pronation.

Which means?

Your foot is rolling inward more than it should.

Which means?

Your knees are vulnerable to injury.

Which means?

You’ll get hurt and you won’t get to enjoy the pleasure of being active.

Which means?

You need shoes that fit, and New Balance has the shoe for you.

The next time you’re writing copy for an ad, a brochure, or a website, keep the “Which means?” question

in your head at all times. Answer the customer’s question, and keep answering it till you’ve translated

your competitive edge into a language that will have customers knocking on your door

Have iPods eroded radio listening?

It’s a question we get often.  Actually no, it doesn’t.  In fact radio listening is UP!  Nielson Ratings latest research from the recent Spring ratings says radio reaches 91.4% of Americans age 12+  That’s 9 out of 10 Americans reached by radio each week!

While other media’s are experiencing erosion of their audience, radio is doing great! 

Why?

Biggest reason is we are mobile.  Americans are always on the go and we are on the go with them.  We reach consumers closest to their biggest purchase of the day.

Ready to reach those consumers today?  We love our listeners and we would love to tell them about YOUR products or services today!  Just give me a call and we’ll get started.

Christmas Shopping Has Begun!

(Yes, I know it's only September)

According to a pre-holiday 2009 survey by the National Retail Federation, when consumers expect to start gift shopping:

Before September, 13.4%;
September, 6.1%;
October, 20.2%;
November, 38.0%;
first 2 weeks of December, 17.4%;
last 2 weeks of December, 4.8%.

Source: National Retail Federation, 2009

Wow! That's almost 20% who are already shopping!

You probably have your Christmas product ordered and on the way. Have you thought about reaching consumers who are ALREADY Christmas shopping? Get a jump on your competition and increase your exposure to them now!

Those Christmas shoppers are on the radar screen, let's go after them with your message!

Call me today to discuss how our station can help you reach them.