July 28, 2006
Guy, The Mailbag, and Why Authenticity Rules Radio Advertising, Too
Radio advertising - all advertising - is about influence.
=== From The Mailbag
If radio advertisers were to receive a letter from their customers, here's what it would say...
Dear Radio Advertiser:
In the sea of sameness, give me something new.
Tell me what I need to hear, but not how I always hear it.
Tell me what you have to say, but don't say what everyone always says.
I want my desires met, my fears washed away, my pain kept at bay.
I want to be loved and admired, to feel all the pleasures my senses allow for.
Talk to the person, to me, show me you care enough to understand me.
Reveal something of you to me, give me a chance to know the real you.
Don't talk to me about pain or problems I might have someday
I care about today's certain pain, not tomorrows maybe rain.
Because I want to be happier right now, and tomorrow isn't here yet.
If you can help me, I will listen. If you can move me, I will follow.
And if you have something new to say, I will hear you.
The takeaway.... Authenticity is the new and different. Authenticity is as different as each person is different. (Remember "individual differences" from Psych 101?) Muster up the fearlessness to be authentic. Your customers are yearning to see it. And aren't you yearning to be it?
Where does authenticity come from? It is born out of passion. Do you have passion for your product - or better, what it does for people? Do you believe in it? Your customers, in fact your fellow humans, are all yearning to connect with that passion. They are all yearning to be moved by someone who's willing to show them even a glimpse of real human ness. Can you bring that out? Can you risk that vulnerability? Can you fill the void that is left by so much inauthentic, me-too advertising?
Tap into that kind of passion, and bring it to your advertising campaign. You'll be unstoppable. Why?
Authenticity is influential.You need look no farther than Majora to see living proof. Right down to her call to action, which is as good as any in the history of direct response advertising.
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Outliers: The Story of Success, Malcolm Gladwell
Made to Stick, Heath & Heath
The Power of Persuasion, Robert Levine
Influence: Science & Practice, Cialdini
Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
Being Direct, Lester Wunderman