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Radio Is Theater of the Gut
World famous radio legend Chuck Blore once told me that instead of being "theater of the mind," radio is really "theater of the gut," because of its emotional impact.
Let's face it – people buy emotionally. They may justify it logically and objectively, but most purchases are emotional.
So always remember to describe the positive feeling that the purchaser will have once he has the advertised product or service...or how miserable his life will be without it. We're talking benefits not features here. The quickest route to a purchasing decision is through the emotions.
When writing a commercial ask yourself, “How will somebody feel once they have purchased this? How will somebody feel once they have signed up for this subscription? How will they feel if they don't try this service? Most importantly, how will they feel about the advertiser when they hear this commercial?”
Reach deep and construct a set of feelings that will resonate with the psyches of your target audience. Your tools are all the basic emotions: fear, greed, lust, envy, love, security, happiness, self-esteem. Use them to your advantage.
Jeffrey Hedquist gets visceral about radio every day in Iowa, which is a highly emotional state. You can contact Jeffrey at Hedquist Productions, Inc., PO Box 1475, Fairfield, IA 52556. Phone 641-472-6708, Fax 641-472-7400, email jeffrey@hedquist.com or visit http://www.hedquist.com.
© 1997-2009 Hedquist Productions, Inc. All rights reserved.
Let's face it – people buy emotionally. They may justify it logically and objectively, but most purchases are emotional.
So always remember to describe the positive feeling that the purchaser will have once he has the advertised product or service...or how miserable his life will be without it. We're talking benefits not features here. The quickest route to a purchasing decision is through the emotions.
When writing a commercial ask yourself, “How will somebody feel once they have purchased this? How will somebody feel once they have signed up for this subscription? How will they feel if they don't try this service? Most importantly, how will they feel about the advertiser when they hear this commercial?”
Reach deep and construct a set of feelings that will resonate with the psyches of your target audience. Your tools are all the basic emotions: fear, greed, lust, envy, love, security, happiness, self-esteem. Use them to your advantage.
Jeffrey Hedquist gets visceral about radio every day in Iowa, which is a highly emotional state. You can contact Jeffrey at Hedquist Productions, Inc., PO Box 1475, Fairfield, IA 52556. Phone 641-472-6708, Fax 641-472-7400, email jeffrey@hedquist.com or visit http://www.hedquist.com.
© 1997-2009 Hedquist Productions, Inc. All rights reserved.
Replies to This Discussion
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Permalink Reply by Dan Lindquist on -
World renown selling expert Dale Carnegie said, NOTHING is ever bought or sold without some degree of emotion. I say nothing is better than radio at being the conduit of communication between sellers of stuff and buyers of stuff.
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