radio-hed-logo1By Jeffrey Hedquist

Feelings, nothing more than feelings….

How will the audience feel when they use your product or service? If you can transmit that emotional response in the commercial, you’ll get listeners to start using it in their minds. Their imaginations will provide the most powerful “test drive” on the planet. Put the listener in the situation where they’ll experience those feelings.

Another approach: have the audience feel what life would be like without the product or service in their lives, and then how much better they’ll feel with it. It takes the problem/solution scenario and turbo charges it with emotion. Make the feeling come alive with sight, sound, touch, taste and smell. Make them want it. Then show them how easy it is to get that feeling ­ go to the store, call the number, log onto the web site.

Listen to Everybody’s Whole Foods “Peanut Butter & Jelly.” It’s on this month’s RAP Cassette.

We all want to be happy. Write your commercial to show us HOW we can be happy. Help us picture in our minds being happy using your client’s product or service. It’s the ultimate benefit sell.

© 2000 Hedquist Productions, Inc.

On the Soundstage

Dog Town Pet Spa
Sue Kelley, Von Coffman, Mark Margulies

ICYMI...

August 01, 2007 9370
by Steve Cunningham I’m a fan of physical controllers for software audio editors. I like pressing a button to drop into record, and adjusting a fader or knob to tweak the audio. I still prefer a mouse for selecting a region to...