7-Aug-08 4:00 AM CST
Radio Lounge Weekly Radio Advertising Tip - The Difference Between Press Releases and Radio Commercials
The Difference Between Press Releases and Radio Commercials
Radio
advertising (and all advertising for that matter) is based upon the
idea that consumers buy wih emotion and justify with logic. Therefore,
great commercials are able to tap in to the benefits and emotions of
potential customers in a way that showcases the product (or service)
making one's life better by purchasing.
A press release does not do this.
Why then do we see radio commercial scripts that are nothing more than
edited down press releases? Some even so blatant with words like FOR
IMMEDIATE RELEASE or CONTACT INFO that includes someone's specific name
and phone number.
Press
releases are a great marketing tool. They can communicate why
something may be newsworthy to various media and can be great online
for serach engine optimization. Radio advertising is no place for
press releases.
Keep in
mind, there is a big difference between communication of something
newsworthy, and persuasion toward purchase. One is dry, logic
oriented and fact filled, the other must be emotional, persuasive and
build a desire to purchase.
Don't confuse the two when it comes to radio advertising. Have a
professional copywriter work from the press release and tailor a script
to create passionate, emotion driven benefits to the consumer from the
dry details (and any customer info available).
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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For additional information on this Articles article, please contact:
Bruce Abbott
(281) 494-4680
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