Radio Sales Café

Hi Scott,

We have been very successful for a local AC/Heating company with a long series of ads that talk about the things they do that other companies don't. During our discovery process we listened to them talk about how other companies were ripping people off by showing up, fixing units and presenting a huge bill. How they were messing up people's homes when they did installations. How they didn't show up when they were supposed to, and on and on. We developed a series of ads, voiced by the wife of the owner, who talked about the positive things her company did in each of those areas.

A big concern was price, as many of their competitors were charging less, but doing a poor job. So, we used the phrase "we're not the cheapest, but we are the best" in every piece of copy, and since they get almost all their business by phone, we were careful to put the number as the last thing in the copy.

It is now 12 years later, and they have grown from one truck to five trucks, bought and paid for a new building and warehouse, and grown into commercial jobs as well as their residential business. Best of all, it was all done exclusively with Radio, and you couldn't dynamite them off the air. They are an annual contract advertiser.

Obviously the key to this is that the company must live up to the promise being made in the advertising. If that is there, this approach will work well.

Idea for a hook: The dinosaurs onced roamed the earth It is said that they died off because the earth was cooling. Some people say that has been around since the dinosaurs roamed the earth. is in the Air conditioning business. Coincidence? Hmmmm

Scott: What I'm going to say isn't new or even my own idea but I have become a real advocate of trying to convince the client to talk about their customer, not about themselves. What sets this business apart from the others. And get it said without taking shots. Perhaps a broad approach with humor to show how a person benefits from using your client. Your concerns come first. We listen to you. Etc.

Good luck.

Imagine having his name mentioned a bunch of times in this spot.Can lease it cheap if the client's interested!

Scott, You don't mention how your client is using your station, in terms of his daily frequency and the length of his commitment. Is he on the air daily, all year long (like the client Hal describes), or just buying seasonal flights? Relying on a big Yellow Pages ad suggests that your client wants to impress the prospect who has no brand preference and is scanning the phone directory to learn what his options are. (You might someday poll your listeners on the question of whether they're more likely to consult a phone book or do an online search for this information and bring this poor fellow the results of your survey...for his own good. Unless he's independently wealthy and has money to burn - literally - he's squandering a lot of money with that passive YP ad...money that could be put to better use with intrusive advertising on your station.) On the other hand, a HVAC contractor like Hal's client has no need for such an ad; he'd probably agree that it's a waste. Instead, he's chosen to keep his business in front of Hal's listeners every day, telling his story in chapters over and over again, because he realizes that while most listeners are not in the market today, one day they will be, and when they finally are in the market to replace or upgrade an existing system, he'll be the first one that comes to mind, or the one that has made such an impression on them over the years, they made the decision that when the time comes... You know the rest. That said, your last paragraph suggests that you might have some work to do in uncovering his story. It's possible that every HVAC in your market has access to similar low financing options and rebates as your guy. The fact that they offer "all the usual services" simply puts them into the same pond as every other dealer. So, why choose him over another dealer? Is there anything that sets him apart from his competition, something he does or offers that his competition doesn't, that would be of value to a prospective customer? If nothing else, the client himself may be the distinguishing factor...his breadth of experience, the things he does to demonstrate consideration for his customers (e.g., taking steps to prevent their work from messing up a customer's home), some extra service he provides (X_years of free maintenance with purchase of new system), and so forth. Having him voice part of each commercial - a personal invitation or tag line - also would help to set him apart and over time increase your listeners' familiarity with him. There are many ways to pursue the "WOW" factor (i.e., making a profound impression on your listeners). Doing it with content that actually benefits the listener as a consumer is far more meaningful, in my opinion, than simply trying to create a memorable ad by means of a device or technique that can be replicated for any client in the production studio. (Note: this is not intended as a commentary on Cole's suggestion; there's most certainly a place for memorable copy, jingles, etc., once you've identified the client's USP or distinguishing characteristics or competitive advantages. But great production doesn't take the place of a compelling story.) Hope this helps.

Just a follow-up to Rod - maybe the angle is your client's ego.

If the YP are an ego buy, then exploit his ego in the copy. But it must be in a way that shows a clear benefit to the target listener. Possibly using the "usual benfits" but adding a line similar to "but with client's reputation for perfection and a full no-questions-asked 36 month guarantee, you'll enjoy the cool breeze for summers to come. Call now, and client will be there tomorrow." (Obviously only include those benefits if the client offers them.)

Best of luck!

Dinosaurs still roam the earth today.

We call them "the Yellow Pages."

;-)

Nice touch!!

Scott,

I create jingles for HVAC Dealers all over the USA. Let me know if you'd like me to send you some samples.

Jim Reilly
[email protected]
732-255-1504