30-Jun-09 10:00 AM CST

Radio Lounge Weekly Radio Advertising Tip - Radio Cliche of the Month

Radio Cliche of the Month - "Family Owned and Operated"

"family owned and operated"...

Where this phrase become the defacto stand-in for "we won't screw you", we'll never know. Some of our worst customer nightmares came from businesses that were" family owned and operated". This really has no benefit to a radio listener.

If you feel that your company REALLY goes out of their way to help customers, then use specific examples in your radio advertising campaign. Don't tell the listener, show the listener. Otherwise this is just another meaninless fluff line that increases the chance of your radio commercial being tuned out.

Besides...didn't anyone watch the Sopranos. Isn't the mafia technically "family owned and operated"?

:)

Until next week...
~B

M. Bruce Abbott is part of the Crusade for Better Radio Advertising. He is also Creative Director and Partner of RADIO LOUNGE, a consulting and production service provider for the radio advertising and podcasting industry. RADIO LOUNGE works with radio stations around the country as well as advertising agencies and direct advertisers teaching techniques that guarantee higher returns on radio marketing investments. Visit www.radioloungeusa.com to read articles, attend seminars and workshops, and sign up for the free RADIO LOUNGE newsletter (or RSS feed) packed with great information to help you make the most of radio advertising. For consulting on your next radio advertising campaign, contact RADIO LOUNGE toll free at 866.4.AUDIO.9 (866.428.3469).