In broadcast, the most important thing to remember is to never give your phone number.
I’ve been writing, producing and voicing radio and television commercials for more than 30 years. One issue that frequently comes up is whether or not to include a phone number in the announcer’s script. We want viewers and listeners to hear and understand and be persuaded by our message. And then we’d like them to call and ask for more information, make a reservation, or even better, make a personal appointment with a sales counselor. So it seems obvious – shouldn’t we tell them the phone number to call?
The answer is almost always no. Here’s why.
The most effective advertising executions are based on pretty simple ideas – one per ad. Have one really good point and make it well, and you’ll get more response than trying to throw together a bunch of points (we call it the kitchen sink approach) in an attempt to have something for everyone. The problem is, people simply can’t focus on or remember a collection of points. But they can remember one really good one.
And they can also remember where it came from.
The most important thing for anyone to remember from your broadcast ad is your name. If the one idea you presented persuasively in your ad is of interest to them, make sure they remember your name. People are really good at figuring out how to get what they want. So if they’re actually compelled by the idea you presented in your radio or TV spot, and what they want is to talk to you about it, they’ll figure out how to get in touch with you.
So take those 10 words you’d spend reciting your phone number in the script and use them instead to help your customer remember your idea . . . and your name.
This is a really good point. Also, with all of the new media people can use to communicate and find information, getting people to remember your name and standing out are much more important than trying to get people to memorize a phone number.
I couldn’t agree more. The most important thing is to remember the name, remember the name, remember the name. Words are precious in broadcast. We shouldn’t waste them on something we absolutely know for certain will not be remembered.