By Holland Cooke
Consultant
Your prospect – or, worse, an existing advertiser with cold feet – says “We tried radio. It didn’t work.” Often, the copy is the culprit, because it’s inside-out.
Customers don’t care about the client’s process, or equipment, how many years in business, or its “state-of-the-art” facility. They do care about their time, their money, their children and grandchildren, and their safety and comfort and convenience.
So, flip-the-script. Rather than reciting the client’s repertoire, solve the listener’s problem:
Instead of: “At Smith & Sons Plumbing, we are committed to providing quality service with over 25 years of experience. Our trained technicians are available for all your plumbing needs including leaks, clogs, installations, repairs, and more.”
Say: “Got a leak? Call now and we’re on our way.”
Instead of: “At BrightSmile Dental, we offer cleanings, whitening, implants, crowns, veneers, and family dentistry. Our friendly staff is committed to your oral health. Call today for all your dental needs.”
Ask: “Do you cover your mouth in pictures? Or when you laugh? Let us help you smile with confidence.”
Instead of: “At ClearView Auto Glass, we repair chips, replace windshields, fix power windows, and handle insurance claims. Our technicians are certified and experienced. Call today for all your auto glass needs.”
Try: “Cracked windshield? We’ll fix it before it spreads. C’mon in!”
Instead of: “At Happy Paws Veterinary Clinic, we offer wellness exams, vaccinations, dental care, diagnostics, surgery, and emergency services. Our caring staff is here for all your pet’s needs.”
Say: “Is your dog just not-himself lately? Bring your buddy to us. We’ll have a look, and he gets a treat”
This is the first installment in a three-part series about optimizing commercial copy – the fundamentals we’re covering in sales meetings as I visit client stations this spring. Next week here: The Local Advantage.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn