Monday Memo: “So What?”
By Holland Cooke
Consultant
About those commercials… which pay for you. When a prospective client says, “We tried radio. It didn’t work,” I ask to hear the commercial. Within seconds I can tell why.
It opens with the business name. It lists products. It rattles off prices. It stuffs in an address, a website, a phone number, and a slogan. Then it ends. Nothing happened. Nothing memorable. Nothing emotional. Nothing that gave a listener a reason to care. Yet radio gets blamed. Like blaming a fishing rod because you cast with no bait.
The commercial has one job: Make someone care enough to take the next step
That’s it. Not explain everything. Not impress everyone with how many years you’ve been in business.
Its purpose is to create curiosity…confidence…desire…trust…urgency…hope. Any one of those emotions can motivate action. A list of merchandise almost never does.
The listener doesn’t wake up hoping to buy a water heater, or hire a lawyer, or replace a roof. People act when something in their lives creates a need. Good advertising connects with that moment.
A mattress store isn’t selling mattresses. It’s selling better mornings. A financial planner isn’t selling investments. She’s selling confidence. A heating contractor isn’t selling furnaces. He’s selling warmth on the coldest night of the year.
Translate Features into Benefits
Every advertiser has a product. Every customer has a problem. Say it with me: “Successful spots connect the dots.”
Here’s a simple exercise: Every time they mention a feature, ask, “So what?”
- “We stock thousands of [item].” So what? “You won’t spend your weekend driving from store to store.”
- “We’ve been serving this community since [year].” So what? “We’ve helped generations of local families buy homes, build businesses, and send kids to college.”
- “We offer custom designs.” So what? “The ring she’ll wear forever will be unlike anyone else’s.”
If the answer explains how the listener’s life becomes:
- easier
- safer
- faster
- healthier
- happier
- less stressful
- more convenient
- more secure
- more enjoyable
…you’ve found the benefit, and you get paid.
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn
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