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Direct
Response Marketing Samples
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Direct Response Writing
Styles - Radio vs Print
by Dan O'Day (http://www.danoday.com)
Are you using a Direct Mail
writing style in your radio commercial?
Those two media require different writing
styles. Yes, they are both Direct
Response, but they work differently.
In a crowded tavern, when you want a
refill you might yell, "Hey, another
Molson over here!" In a refined wine
bar, however, you might signify your
desire by lifting a finger and arching an
eyebrow.
Am I suggesting that radio somehow is
more "refined" than Direct
Mail? No. But it's more personal. It's an
attempt to engage the targeted consumer
in a conversation -- literally. Even the
best-written print piece can accomplish
that only figuratively, not literally.
You can shout more in a print ad -- big,
bold headlines; extreme graphics, etc. --
because the reader controls the reading
experience.
Yes, a print ad or Direct Mail piece can
be designed in a way to maximize the
likelihood that the reader's eyes first
will be attracted to the photo, then to
the headline, then to the glowing
testimonial. But the reader still
maintains the ultimate control and can
ignore the graphic or the guarantee and
search out the offer or whatever they're
most interested in.
But to hear the sales message delivered
by a radio commercial, the targeted
consumers must listen in the exact order
that you are presenting the information.
If they don't like the way you're
talking to them -- due to your tone of
voice, style or speed of delivery, or --
worst of all -- because your message
seems irrelevant to them -- then they
will tune you out and never hear the rest
of what you have to say.
So to begin your spot with something like
"Weight Loss Recruits Needed!"
is to begin not by talking to your target
audience about something they care about.
Instead, it begins by shouting at them
(or "announcing" to them). |
Excerpted
from The Dan O'Day Radio Programming Letter
Copyright 2004 by Dan O'Day. Reprinted by
permission of the author.
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