3-Jul-08 4:00 AM CST

Radio Lounge Weekly Radio Advertising Tip - Got Copycat?

Got Copycat? Be Original

Even though this is a radio advertising tip, this applies to all forms of advertising.

Be original! Don't rip off someone else's idea.

My inspiration for this tip is a billboard outside the dentist office around the corner from our studios (and I'm sure it's on a dentist's office near you too). The billboard says...

"Got Smile?"

I once read an article with creative guru Jeff Goodby (who's agency is the creative force behind the "Got Milk?" campaign). He said he really knew he had something special when he saw copycat versions of his slogan everywhere - especially the local adult bookstore near his home who's sign out front read "Got P-rn?"

The point here is to be original. If everyone else has "Your (insert industry here) solutions provider", create a slogan that's different. If you provide computer tech service, don't be "Your computer tech solutions provider", be Your "I know longer want to smash my computer with a hammer" company.

People appreciate originality...and remember your name easier.

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).