You have an incredibly powerful, simple message. But are you screwing it up by blah, blah, blahing at the end of your ads?
Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.
Stay tuned, and we’ll talk do’s and dont’s when it comes to ending your ads.
In today’s episode, we answer a question from a viewer. Ron M. from Illinois asks, “I advertise my heating and cooling company on the radio, should I mention both my company website AND phone number in our ads? Or, should I just stick with my phone number?”
Well Ron, there’s no hard n’ fast rules here. But generally, I do not put my client’s phone number into their ads when I advertise on radio.
If I’ve done my job right—and you become the company your prospective customer thinks of first and feels best about when she has a need for what you sell—I’m confident she’s gonna find a way to contact you.
Now, each situation is different.
Retailers—with a single location—might consider mentioning their location by saying something like, “Barbara’s Boutique, located at the corner of 5th and Main.
But in your situation, location isn’t important since you go to your customer’s home.
So back to phone number … why don’t I typically mention my client’s phone number in their ads?
Well, for one thing, listeners are gonna have difficulty remembering it, and likely won’t be in a place where it’s convenient for them to write it down.
Yes, sometimes the company phone number is catchy, or leverages a phone word or vanity number like 1-800-GOT-JUNK. So, in this case, mentioning the phone number would be a good idea. Remember … I said there are no hard n’ fast rules here.
Still, most often than not, I’m going to vote for the simplest route and direct prospective customers to the company website.
Cause they’re likely to go there anyways. And it’s usually the easiest point of contact to remember. Heck, if they get stuck and forget part of it … Google will take them all the way to the Promise Land.
Now, the biggest reason why I don’t put my client’s phone number into the ad?
Because radio has limited display. In other words, I only have 30 or 60 seconds worth of copy to persuade my prospective customer. That’s not a lot of time.
Each word is precious. So am I gonna waste valuable real estate by stuffing and cramming each ad with the client’s phone number, physical address, website address, height, weight, eye and hair color, social security number and everything else under the sun?
Not a chance. Your customer is smart. She’ll find you. Trust me on this, Ron. In fact, legendary advertising executive, David Ogilvy once said, “Your customer isn’t stupid, she is your wife.”
She’s your wife, Ron. And you don’t wanna land in hot water.
All joking aside … the bottom line is this: Don’t dilute the persuasiveness of your ads because you felt it necessary to mention every point of contact for your business. Or, even that you decided to cram your phone number down your listeners’ throats cause you wanted to make sure they remember it.
Alright, Ron, my man … hope this helps. Thanks a million for sending in your question.
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