Just because someone said it before, doesn’t mean you have to repeat it.
I consume a lot of commercials, here in Lubbock and on the road. I listen to them; I watch them; I read them on-line. I know, it makes me that guy. But as I consume this content, I have come to the conclusion that most advertising copy is poorly written. It contains clips and phrases borrowed from other poorly executed commercials. We have all heard these phrases before, and because someone else used them, we think we should, too. Let me state this, just because someone used it on a Radio or TV station or worse, you read it in an online advertisement – doesn’t mean it is a good way to represent your business.
When thinking about what your commercials should say – try this test. Read it out loud – then ask the magic question – “So What?” This small test will help you break old or bad borrowed habits. “So What” can help you turn sleepy commercial copy in to something to truly represents your business. Stop me of you have heard one of these cliché’s before – The finest in …Its our people that make the difference …Quality Service …Not to Mention …family owned and operated …been in business xxx years ….Going on Now …Now it’s the time
….They won’t last long ….Service is second to none…Savings throughout the store …The sale you’ve been waiting for …Its sales time …Its midsummer madness time …Bargain time…Inventory time …and my all-time favorite ….for all of your _______ needs.
By applying the so what test, you can avoid making these word blunders. Rather than use clichéd talking points that you would never utter aloud to a customer of your business – define what you really mean and say what you really mean. Just because you are airing a commercial, doesn’t mean it has to sound like a commercial. Instead of saying family owned and operated – say what that really means: When you do business with us – you do business with people you know and people who will be here tomorrow – isn’t that what you really mean?
Not sure how to do this – call us. Reach out to our Lubbock Sales Manager – Connie Hayes at 806-748-2404 or call me directly at 806-748-2405. We can sit down with you and talk about what you really want people to know about you and how that translates to a great advertisement for your Lubbock business or risk your precious business message on clichéd talking points which sound like Charlie Browns’ teacher to the people you are trying to reach.
Christopher E. Fleming
Chief Revenue Officer
Ramar Communications, Inc.