A recent e-mail to radio AE's - feel free to share!`
When a local retail advertiser insists on including a phone number in a 30 second spot, he damages his advertising message. A phone number does not make the success of a spot more likely. In fact, it is not a harmless, innocuous addition to the copy. In nearly all cases, the presence of a phone number damages the 30.
Every second in a 30 is like oceanfront property. Every second has to be used to its fullest benefit. Including a phone number takes up at least 3 seconds. Reading it twice takes up 6 seconds. At that point, the client has wasted 20 percent of the time available with clutter.
Few consumers will write a phone number from the radio. What's most important in the spot is the retailer's name and a simple, clear, compelling message. Every second of the radio oceanfront property has to contribute to those two objectives. Anything else is clutter and dilutes the message. It's that simple. When the ad message is sufficiently compelling and they remember the retailer's name, they'll find him!
The phone number is white noise that goes in one ear and out the other. It's right up there with radio copy sludge like "friendly, knowledgeable staff," "for all your (fill in the blank) needs," "conveniently located at," "try us again for the first time," "you've tried the rest, now try the best," and "for your shopping convenience," All do real damage to a simple, clear ad message.
I'll concede that a mnemonic phone number like 1-800-NEW-CARS may be ok. When it's a phone-only call to action, certainly a number is necessary. When a dry cleaner, hardware store, or yogurt stand, however, insist on a generic number like 325-5298, it is beyond useless. It takes up valuable time and damages the effectiveness of the commercial.
A web address is a little more memorable, but what's realistic is to say simply "search" followed by the advertiser's name. That's what consumers do these days. Be sure to check first to be sure that a web search brings him at or near the top of the results.
Any spec or first take I do of a commercial will not include the phone number, unless it's appropriate as described above. I'm asking that when a client says to you "what about my phone number," please do your client the service of explaining the benefits of not including it! A phone number is the worst possible use of his oceanfront property. It's a useless as including the advertiser's birthday.
Of course, don't get into an argument with your prospect. If he implacably insists, we'll include the number. At least, though, we will have tried to deliver the best possible radio copy, undamaged by copywriting clutter.
Nick
When a local retail advertiser insists on including a phone number in a 30 second spot, he damages his advertising message. A phone number does not make the success of a spot more likely. In fact, it is not a harmless, innocuous addition to the copy. In nearly all cases, the presence of a phone number damages the 30.
Every second in a 30 is like oceanfront property. Every second has to be used to its fullest benefit. Including a phone number takes up at least 3 seconds. Reading it twice takes up 6 seconds. At that point, the client has wasted 20 percent of the time available with clutter.
Few consumers will write a phone number from the radio. What's most important in the spot is the retailer's name and a simple, clear, compelling message. Every second of the radio oceanfront property has to contribute to those two objectives. Anything else is clutter and dilutes the message. It's that simple. When the ad message is sufficiently compelling and they remember the retailer's name, they'll find him!
The phone number is white noise that goes in one ear and out the other. It's right up there with radio copy sludge like "friendly, knowledgeable staff," "for all your (fill in the blank) needs," "conveniently located at," "try us again for the first time," "you've tried the rest, now try the best," and "for your shopping convenience," All do real damage to a simple, clear ad message.
I'll concede that a mnemonic phone number like 1-800-NEW-CARS may be ok. When it's a phone-only call to action, certainly a number is necessary. When a dry cleaner, hardware store, or yogurt stand, however, insist on a generic number like 325-5298, it is beyond useless. It takes up valuable time and damages the effectiveness of the commercial.
A web address is a little more memorable, but what's realistic is to say simply "search" followed by the advertiser's name. That's what consumers do these days. Be sure to check first to be sure that a web search brings him at or near the top of the results.
Any spec or first take I do of a commercial will not include the phone number, unless it's appropriate as described above. I'm asking that when a client says to you "what about my phone number," please do your client the service of explaining the benefits of not including it! A phone number is the worst possible use of his oceanfront property. It's a useless as including the advertiser's birthday.
Of course, don't get into an argument with your prospect. If he implacably insists, we'll include the number. At least, though, we will have tried to deliver the best possible radio copy, undamaged by copywriting clutter.
Nick
RSS Feed