Last week, I asked you an odd question. Let's see how you answered.
Terry's Bonus Point Poll 315 Respondents
Do you know what day, month and season it is, right now?
Total % Answer
153 48.6% Yes, of course I do.
12 3.8% Nope! I'm blissfully ignorant of all sense of time and space.
150 47.6% Okay, Ter. I know that this question is going to lead to one of
your weirder blogs. I'm saying "Yes", but I know you're up to
The results are pretty much what I expected. Most folks know what day, month and season it is at any given time. Yet, every single time the seasons change, I hear radio ads that start out like this:
"It's that time of year again."
"The flowers are blooming, it's getting warmer, blah, blah, blah"
"It's spring savings/fever/apalooza time again!"
I'll come right out and say it. I have nothing to do with any ad that starts out with a line like that.
A copywriting guru-type guy, whose advice I hold in pretty high esteem has a great saying that applies here:
"Your opening line is the ad for the rest of your ad."
Take a look at those opening lines I posted up there. Do any of them look like attention grabbers? Nope, not a one. They simply tell you what you already know. The weather changed. Big flippin' whoop.
If you own or manage a business and run ads like that, please stop, call me at 842-1672 or shoot me an e-mail at firstname.lastname@example.org, and I'll fix your ad free o' charge. Seriously. Especially if you're going to run on a station that I write for.
If you know someone who owns or manages a business, send them a link to this article. (I've written a few others about radio advertising too that they might like.)
You deserve better than "It's that time of year again!" for your hard earned advertising dollar.
There's a brand new Terry's Bonus Point Poll up here.
Stay warm this weekend.