31-Jul-08 4:00 AM CST

Radio Lounge Weekly Radio Advertising Tip - Back Up The Claims With Facts

Back Up The Claims With Facts

The greatest (product or service) buying experience anywhere.

It's a line heard over and over in radio commercials.

What makes this the greatest buying experience ever? How is this greatest buying experience different than the competitions greatest buying experience as heard in THEIR radio commercial?

Back up your statement with facts. For example, if you're a car dealership, your radio ad might talk about the finance manager that presents you with multiple options to choose from while you recline in a plush leather chair enjoying a complimentary chair message and snacking on catered dinner from the great restaurant next door.

I've never personally had THAT experience, but it is specifically defining what a great experience might be. Any competitor who uses the line as fluff better be prepared to upgrade their uncomfortable chairs, rude finance manager, and the overbearing smell of three hour old popcorn - or else find a different position.

What makes your experience great? Why is it better than your competition? Tell us about it!

Back it up with facts. Competitors will have to rethink, and customers will respond.

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).

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