Which is why it’s worth thinking about.
“Radio is a good, hard-working vehicle that’s great when you have something to say.” — Eddie Combs, Sears VP and CMO of home appliances, at the Radio Advertising Bureau and National Association of Broadcasters Radio Show earlier this week.
I was going to nominate Mr. Combs for this week’s Duh Award. I mean, whoever heard of advertising when you don’t have something to say?
Oh, wait. It happens all the time.
Coming up with “something to say” is hard work. Especially when the product is complex or, at the other end of the spectrum, a parity product. Rather than dig, too many creative types opt for substance-less, self-indulgently clever (as they suppose) fluff. They sell it to the client by claiming that the market will like the ad, remember it, and then buy “…without really knowing why.”
Amazingly, clients fall for the rationale and run the fluff. If sales rise, they credit the fluff. If sales drop, they credit the fluff with having kept sales from dropping more. The fluff can’t lose. Don’t get me started. Instead, for an inspiring tale about an ad writer who insisted on digging deeper until he found something to say, click here and read the comment posted by Peter.