Radio Hed: Word of Mouth

Radio-Hed-Logo-2By Jeffrey Hedquist

Word of mouth is the best form of advertising, right? That’s what your clients have been telling you for years.

It’s also one of the easiest ways to create an effective spot.

Visit, shop, browse, or just spend some time at your client’s place of business. Order something from them. Hopefully these exercises will create a positive experience.

Now, make a list of people you know who’d enjoy or benefit by what the advertiser has to offer.

Imagine one of them just asked you for a recommendation for a (type of product or service your client sells). Start a recording device. Pretend you’re talking to them on the phone, or IMing them, or text messaging them, or emailing them, or leaving a voicemail for them. Visualize them reading or listening to the message. In a personal way, relate your experience with the advertiser to them.

Say it in your own words, not “advertising-speak.” Just naturally tell your friend why you liked the experience and why you’d recommend they go there. No hype. Keep it simple. Don’t try to fit too much in. If you have more than one core benefit, do more than one of these conversations. Be real.

Transcribe the message. Edit it so it times out to a :60 or :30.

Have it recorded it the way you read it – not “announced.” Just make it a one to one conversation.

That’s your commercial.

© 2005 Hedquist Productions, Inc. All rights reserved.

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