The value of :60 commercials…storytelling!


Though they’ve almost become extinct, 60 second commercials have a very special opportunity that shorter commercials don’t…storytelling. Storytelling is one of the most successful marketing strategies these days. Storytelling requires a setup (tease), a payoff (offer) and a happy ending (how it makes your life simpler). The key is, every phase of the 60 second commercial is as critical as the others. Why? Because keeping a radio listeners attention for 60 seconds is hard when it’s prime content, let alone a commercial. That’s the secret…make every 60 second commercial sound like entertainment content. It’s not easy, but it’s magical when it works! Think about how many more times the client’s business can be referenced in a :60 vs. a :30 or :15. It allows for a more memorable effect. It’s a great selling point for 60 second campaigns. We can tell the story of your business benefit, AND a call to action. Storytelling works. So do 60 second commercials, if the author understands what activates the consumer.


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It’s the messaging. Consider this, even the lowest rated radio station in any market in the top 100 has enough cume for an effective messaging campaign to generate results. We only need to determine the best demographic, geographic and psychographic fit for the business, then negotiate the rate, IF we have the right messaging. You’ve heard the adage… “nothing kills a bad product quicker than great marketing”? Well, nothing kills a great product faster than weak messaging on ANY media outlet! The problem is, most advertisers and media outlets at the local level don’t put near enough focus on effective messaging. This should be the first step in any campaign, right? It’s not. It’s a shame how many campaigns have been a waste of money due to weak messaging, in every market size! The next time a client cancels or doesn’t renew, take a minute and truly evaluate the messaging. I can almost guarantee you’ll find the problem there. You don’t need the largest and most expensive cume outlet in the market to succeed, but you do need the right messaging. Imagine how efficient most advertising campaigns can be if the first step in developing the campaign is the right messaging… sometimes common sense makes sense!