Tag Archives: copywriting

Analog vs Digital

113Roy H. Williams writes a weekly article called the Monday Morning Memo. I’ve been reading it since the days when Roy used to fax it. Today it arrives every Monday morning via email.

Does it arrive via analog or digital?  Probably digital.

The fax days were when it arrived analog I’d guess.

The Other Kind of Advertising

Recently, Roy’s MMM was about “The Other Kind of Advertising.” What got my attention was that Roy made the comparison of analog world versus a digital world as the difference between Newtonian physics and Quantum Mechanics.

I was a physics major as an undergraduate in college.

In teaching at the university, I have often used elements from my physics education to give a better foundation to my students about universal principles that form the foundation for effective communication.

The Power of the Human Voice

When I speak to you, am I talking in analog or digital? You don’t care, do you? You never really even gave it a thought until I brought it up. What does get your interest is what I’m speaking to you about.

Radio gives the human voice amplification.

Word of Mouth is the Best Form of Advertising

Anyone who’s been in advertising sales has certainly been told over and over and over, that the best form of advertising is “word of mouth.”

My response to that has always been, “I agree with you!”

That’s why you should be on the radio because we are word of mouth, only we have the biggest mouth in town.

There are No Wrong People

Roy has preached for years, there are no wrong people to be reached by advertising, only wrong messages. Great advertising not only engages the mind, builds curiosity but causes people to share with other people what they’ve heard. That’s the magic of persuasive storytelling aka radio advertising.

But the Data Says

Google Analytics got everyone thinking that targeting was the most important thing in advertising. The new digital world of advertising was all about “reaching the right people.” But is that really effective?

The data for my radio stations back in northern New Jersey said that we reached the most people who were employed. So why would anyone run “Help Wanted” ads on my radio stations? Wouldn’t they, by definition, be the “wrong people?”

Turns out, that would be wrong.

People who are employed are the very ones that know people who aren’t. And then there are people looking for a better job or a job that’s closer to where they live.

Often people who ARE employed are not happy in their current job and radio help wanted ads may entice them to make a change.

Belief Systems

If you have a deterministic belief system then you are like a Newtonian physicist. If you have a probabilistic belief system then you are like a physicist who works in the world of Quantum Mechanics.

In advertising, the first group would be marketers who use predictive data and the second group would be marketers who base their decisions on outcomes.

And just like with Newtonian physics and Quantum Mechanics, both are true.

Newtonian physics was used to put Americans on the moon and return them safely to earth. But it won’t explain how your computer or smartphone work. For that you need to use Quantum Mechanics.

String Theory

One of the goals of physics is to find a single theory that unites all of the four forces of nature. These are; electromagnetism, gravity, and the strong and weak nuclear forces. In other words what ties both Newtonian physics and Quantum Mechanics together. String theory maybe that unified path.

I believe that when it comes to effective advertising, we have already found our unified theory that ties analog and digital communication together.

The message is that string, that single element that makes both analog and digital equally effective.

The person who creates that message is critical.

Who is that person(s) in your organization? Do you even have someone dedicated to this creative, innovative, demanding, hypercritical position?

Sadly, many – dare I say most – radio stations don’t today.

Lightning In A Bottle

If creating persuasive radio commercials is part of your job description, let me give you a little help. Let me turn you onto some “Lightning In A Bottle.”

Blaine Parker is a Mercury Award Winning radio creative genius. He’s just published his latest book that reveals the 3 easy rules for writing more profitable radio commercials.

WARNING: This book is short & expensive!

Full disclosure, Blaine asked me to write the forward to his book, so I can truthfully reveal to you I’ve read it and believe in everything Blaine has written to be seductively effective.

I have no financial interest in the sale of this book. My financial interest is in you, your radio station and your advertisers to effectively tell their story and get results.

You can buy “Lightning In A Bottle” on Amazon by clicking HERE.

Analog or Digital, Who Cares?

I wrote today’s post on a digital computer. You received it via email or are a subscriber to my weekly blog articles (subscriptions are FREE) via the internet.

But whether I shared all of this in a face-to-face conversation or via AM/FM radio or via HDRadio or via an internet stream, the message conveyed would be the unifying element that either caused you to read all the way to the end or bail out early.

And powerfully, persuasive messages do not cause you to remember every word, but they will forever change how you feel about a product, service, business or person.

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Words Matter

74The words you use can make all the difference in the outcome of whatever you’re trying to do. Visual mediums can get lazy with wordcraft thinking the visuals will carry the message. Radio can’t.

Writing Persuasively

Colleges teach two kinds of writing: creative and journalistic. One is made of whimsy and the other is fact-based. Effective radio ads are written to persuade. Few do.

Cliché Town

In my sales class we spend time exploring how to write messages that cause the listener to see themselves doing what it is we want them to do. People must first envision something in their mind before they will ever actually do it.

Walt Disney said:

“If you can dream it, you can do it.”

So you’d think that when my students produce their radio ads in their sales presentation during finals week they would be filled with persuasive wizardry. They’re not. They’re filled with all of the tired old clichés that comprise most radio ads. Why, because they’ve been brainwashed with them without even realizing it. Even though they have no impact, rating a big zero on the persuasive scale, they are still filling their brains.

Clichés Have No Father

While we’ve all heard them – like “plenty of free parking,” “committed to excellence,” “fast friendly service,” “these prices won’t last long,” “in business since 19–,” – and know them, we have long stopped connecting them to anyone or any business. They are in a sense orphan phrases that fill-up an advertisement but don’t deliver the goods. And they usually are what cause an advertiser to say “radio doesn’t work.”

You don’t listen to clichés and neither will anyone else.  Stop using them.

Google It

George Johns is a famous programming consultant and he puts it this way:

“He who controls the language controls the budget.

We don’t Bing or Yahoo things we Google them.”

Google means search. It’s why the parent company re-branded itself from Google to Alphabet.

What’s Your Point?

Whether you’re selling advertising for your radio station(s) or you’re writing radio copy for one of your clients, you should distill your message into a single compelling sentence.

The last presidential election had two candidates. One candidate made a consistent, compelling point and the other had a “basket of deplorables.”

Long after people have forgotten all the dry details of the race, they will never forget those red ball caps and that single compelling sentence.

Final Point

It’s a New Year and time to stop using worn-out words and tired old clichés. To quote the great advertising man David Ogilvy:

“You cannot bore someone into buying your product.”

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