Jeffrey Hedquist is back to give you another quip about keeping your advertising simple! Jeff has been a ‘guest writer‘ and now he’s a ‘regular’ one!
Jeff is primarily a ‘radio guy’ and writes about radio advertising, but almost every article he writes can be related to pretty much any advertising medium. Today’s post has to do with be personable with your ads. I’ll let Jeff explain but read my two cents below that…
People listen to radio one at a time. Now that may seem obvious, but why do many of today’s radio commercials seem to be written for an earlier time when people actually gathered around the family radio? We all hear commercials start out with “Hello sports fans,” or “Heartburn sufferers,” or “Listen up, pet owners,” or my favorite, “Hey New York, New Jersey!”
Even in a car full of commuters listening to the same station, each person has a personal one-to-one relationship with the radio. Each one is creating his or her own visuals. Each person, with their individual tastes, feelings, dreams, and experiences, is listening and co-creating with the stimuli the radio commercial is offering.
The most effective way to reach somebody is to talk to them as if they were right there with you. As you’re writing, picture a member of your target demographic or psychographic group. What’s their height, weight, hair, eye, and skin color? What are they going through today? When might they be listening? What are they feeling? Now, with a clear picture of that person in your mind, just talk to them about whatever product or service you’re selling. You’ll find an effective commercial will flow naturally, that will touch each person listening one at a time.
Over the years, Jeffrey Hedquist has created thousands of commercials for one person, who now has run up an enormous credit card bill. If you are that person or would like to be, email firstname.lastname@example.org.
© 1997–2015 Hedquist Productions, Inc. All rights reserved.
My Two Cents
As per usual, Jeff hits the nail on the head. I don’t even think I could put it better. “Now, with a clear picture of that person in your mind, just talk to them about whatever product you’re selling.” Perfect. To me, it’s all about making that personal connection. If you sincerely believe in helping someone then you’re no longer trying to sell them something you’re trying to help them (or tell them something you think will help them.) If you’re sincere about it, people will believe it. Even if you look at some of the blog posts on this site. I don’t write them as a text book or a sales pitch. I just want to share what I know, and I typically do that in a ‘conversational‘ way.
Jeff’s advice also doesn’t just pertain to radio. I’d have a little harder time relating it to print ad’s but the idea is still there. Try to have a ‘conversation’ with someone through a print ad. Don’t just tell them who you are and what ‘deals’ you have. Try to set up a conversation through imagery. What’s the old saying…”A picture is worth a thousand words.”
It also relates to how to present information on other mediums like your website…this of how your ‘about us’ page is presented. It even can relate to your social media. Read these “17 Experts Tips On Dealing with The Latest Facebook Algorithm Changes” and tell me it’s not related to what Hedquist is talking about.
That’s about it for now. If you have anything to share…let us know in the comments…