Hello!
I need a .30 second ad! My client has never advertised on the radio but would like to move forward with a campaign. The only problem is all the scripts he's seen he does not like.
The company name is "Prestige Stone Company"
He is looking for a tag line but nothing "cheesy".
He does do commercial and residential work but prefers the residential!
Hopefully someone can help!!
Thanks A lot!!
Check out wikicopy.com it has 250,000 pieces of radio copy.
How does he want people to respond?
Why should anyone go to him?
Who are you targeting? (residential, OK... but what sort of person is buying the product? What is happening in their lives that puts them in a position to buy?
Until you've narrowed down the brief there is no way to "come up with ideas"
And a clever strapline is less important than a motivating sales message, and an easy way to do business.
Why 30? Why not 40, or 20 or 10 or 50 or 60?
If it's a great idea for an ad he may never get to see it because it was a 40 second or a 10 second idea.
Dylan,
If he's buying radio, don't hand him scripts. Take the time to produce one or more spec ads and play the audio for him. After all, audio - not print - is our business. He will still reject ideas he doesn't like, of course, but you'll both benefit by training him to use his ears, not his eyes, when evaluating the message.
It appears he's told you what he doesn't like or want. What has he said about what he DOES want? Also, try to get some names and phone numbers of his customers, so you can talk to them about their experience with the company. You may learn some things that would be useful to put into commercials.
Tag line? "People take us for granite" might work. The double-entendre is sticky, and it reinforces the relationship between customer and provider.
