Dear Direct Response Radio Advertiser:
If your product or service truly serves a worthwhile purpose, and provides a valuable solution to a significant problem...
And if your commercial message immediately engages a prospective customer, speaks authentically to a felt need, and genuinely resonates with that person...
...you will find it unnecessary, even counterproductive, to bludgeon listeners with endless, mindless repetition of your toll-free telephone number.
Because - surprise! - the person who really wants what you're selling will remember you and will make the effort to find you and do business with you.
Now, if your product or service is akin to putting lipstick on a pig - e.g., credit repair scams, nutritional nostrums, wealth-building schemes and the like - would you please take your marketing elsewhere and just stop polluting the airwaves?
Radio is such a great medium, such a powerful marketing tool, one hates to see its potential squandered by fast-buck shysters.
Radio advertising sales professionals: let's make a concerted effort in 2011 to woo and serve the best products, services, and businesses we can attract.
Let's create great advertising for great clients, and not settle for less.