Question

Topic: Copywriting

Broadcast Messaging Copy Guidelines

Posted by Anonymous on 5/9/2005 at 5:39 PM ET 125 Points
I'm getting ready to experiment with broadcast messaging to a sample of my customer bases. Basically, we'll be leaving voicemails <1min long about upcoming events happening at our casino. Are there any copywriting principles or guidelines I should follow that are particularly effective? Is this much different than writing radio copy? Thanks!
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  • Posted by Chris Blackman on 5/10/2005 at 12:32 AM Accepted
    It's very different to radio.

    Radio commercial breaks are something the listener puts up with to get to the next part of the program. They know they are generally only 30 seconds per spot, they know the program will be back.

    In contrast, you are proposing to advertise in a medium (Voice Mail) where people are exceedingly impatient and will delete a message midway through as soon as they identify it as meaningless to them.

    You don't have a minute, forget it.

    You have no more than 10 seconds to give them a reason to listen on or call you back. You need that reason upfront.

    Any "Caller identifications", chatter or banter will be seen for what it is, useless filler. Cut it out, head straight to what's in it for the listener, call to action, and then end.

    It is not entertainment, it's intrusion and the prospect is just waiting, finger poised, to zap the message as soon as you give them enough doubt or a reason to do so.

    I am interested to know if this works because I get the feeling most prospects will HATE this form of advertising. I suppose it depends what the benefit is to THEM, which is where your first few seconds MUST focus.

    So do come back here and let us know how it goes, I bet I'm not the sole sceptic here.

    Good luck...

    ChrisB


    I have a
  • Posted on 5/10/2005 at 12:33 AM Member
    KISS -- Keep It Simple Stupid.

    Singleminded, compelling offers are the key. Minimum of fluff. Just a great idea, expressed clearly. Resist the temptation to fill the 60 seconds if you don't have 60 seconds worth of interesting and important content.

    Good creative and execution are important, but not sufficient. The most important ingredient is the idea/offer. Answer the "What's in it for me?" question, answer it well, and answer it right up-front.
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