Copy Tip 11 : Focus

We are in the process of returning from the social and business purgatory of the last year, so I'd like to share ideas on changing your client's message a bit. Each Thursday I will bring a new copy tip your way. This is the next in a series of those tips.

If you wish to talk about individual issues regarding copy and creative, please find my contact information on my profile. Thank you.

There is no magic genie, although we can create them for radio ads if we want to. But they really don't exist.

There's no magic formula.

There's no guarantee. In fact, the person who invents the way to guarantee a radio ad will become a multi- gazillionaire overnight. They'll be able to put Bill Gates and Jeff Bezos in their back pocket and still have room for an Elon Musk or two.

Truth.

But here's what we DO know, and how we CAN affect the potential success or failure of a radio ad, no matter how long or short, dull or exciting, boring or creative.

You have to have focus. Period.

Agencies know it. Producers know it. Now you know it.

In the BENMARadio podcast titled Focus, in just a short five minutes we explain a little about how focus works. Let me try to reproduce those thoughts here.

If a person walks into a business or service with the intent to purchase something - or they just want to look around - and a business owner or service provider greets them, then launches into a long winded explanation of everything they have and everything they could possibly want, that customer is going to smile and quickly exit the building.

You would. I would. Why.

Simple. Because no one wants to be assaulted with a vomitus amount of information they can't possibly process. So they leave.

What makes anyone think radio is any different.

So focus is the game, the main issue, the one thing you MUST do to have the best chance you have for success.

Easier said than done.

Clients think 30 or 60 seconds is an eternity. They think their listening audience is completely plugged in to whatever they're listening to, raptly drinking in every note of music and every syllable spoken.

Nope, nope, nope, nope and nope. That's what makes focus and continuity essential.

Whenever you write your radio ad, you MUST be focused on solving one problem and one problem only. THEY would like to let the world know about everything they have or offer, IN CASE someone out there listening needs it. But we are narrowcasters, sending information to people that need a certain product or service TODAY. NOW. THIS WEEK. Clients need to made aware of this, so they understand how to better manage their message and temper their expectations with the reality of how our medium works best for them.

Focus on one problem one idea, one commercial at a time. Whatever that happens to be, that needs to be the center of attention for whatever you do for that client. This not only helps your client, it makes your stop sets less information heavy and causes less tune out at that point.

They win, you win, focus is the building block for making it happen.

Again, no guarantees. No formulas. No magic genies. Just a proven method that has worked throughout time for agencies, producers and radio station creative teams and writers who understand it. Focus and concentrate your message to reach listeners ready to solve the problem the client has discussed. That gives you AND your client the best chance for success.

Learn more. Visit the BENMARadio website at www.benmaradio.net, click on our 'podcast center' and take a few minutes to be entertained and informed. We love talking copy and radio - we hope you like listening.