December 21, 2007
You Are Not The Target of Your Radio Commercials
We've been reminding clients of this for many years. It's important to remember this when you are evaluating the radio ads your agency creates for your campaign. You are not the target, so listening to your ads through the lens of whether they'd influence YOU to call and buy is the wrong approach.
Seth Godin has a recent post that brings this point home.
"Stop advertising to yourself. You're already sold. You're not the target market."
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Predictably Irrational: The Hidden Forces that Shape Our Decisions, Dan Ariely
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