407.734.3638 nic@nicnatarella.com

Too many times we see the sixty-second limit as confining and we have to put as much information in the radio commercial as we can.

Here’s a classic example I received just the other day (the names have been changed to protect the guilty.)

It’s the grand opening of <Store’s> new location on <street> in <town>. What makes <Store> special? <Store> uses only <Brand> meats and cheeses, sliced fresh daily and <Store> serves only <Brand’s> authentic Italian pasta dishes. <Store’s> pizzas have ONLY fresh, hand grated, <Brand> provolone and mozzarella cheeses. And <Store> has <Brand> deli meats and cheeses by the pound – at prices you won’t believe! That’s what makes <Store> so special. Try <Store> for yourself. <Store’s> new location – <Street>, <Town>, across from <Landmark>. 

I count 6 topics:  grand opening, new location, brand sliced meats, brand pasta dishes, pizza, take home deli.

The proverbial “fire hose vs teacup” scenario for your listeners.

Each one of those topics could be a separate ad.  The grand opening/new location – could easily be summed up in an event or announcement type ad.  The rest can stand on their own.

Each one of your radio commercials should have one core message – and they should all agree with your brand message.

Resist the temptation to talk about everything in one ad. If you’re advertising your restaurant, don’t mention your catering service. If you’re talking about your appliance business, you don’t need to discuss the repair service – save those topics for another commercial.

Have you ever seen a Coca-Cola ad end with: “…and be sure to try Diet Coke!” Have you ever seen the Clydesdales pulling a Bud Light carriage?

No and no.

If you want to advertise your catering service, if you want to talk about your repair service, create another ad. Give it the attention it deserves.
One Ad = One Message