Radio advertising guru and copywriter Dan O'Day explains how to craft commercials for cleaning companies.
It's become increasingly common to hear radio commercials end with "follow us on Facebook," replacing -- and sometimes augmenting -- the equally weak entreaty, "Visit us online at..."
Radio has proven to be the single most effective mass medium for driving targeted Web traffic (whether it's a website, Facebook page, or Twitter account). But it's effective only when:
1. The entire radio commercial is constructed specifically to get the targeted listener to follow you on Facebook (or go to your website, or follow you on Twitter.). That is not the case when you blather on about your brand or push a product and then, as an afterthought, suggest the listener go to your online page.
2. The commercial's single call to action is to visit your online presence. When you blather on about your brand or push a product and then, as an afterthought, suggest the listener go to your online page, you're giving two calls to action. With radio advertising, choice paralyzes response; you need a single call to action.
3. You give the targeted listen a compelling REASON to take that action. "Follow us on Facebook" is worthless, because it doesn't promise to solve a consumer's problem or in some way enhance the consumer's life.
Will the listener benefit in some way by following your Facebook fan page or by following you on Twitter or by going to your website? Yes? Okay, sell that something in the commercial.
No? Don't waste your time and money (and the announcer's breath) mentioning it.
