….and here is what they provided us to share with you:
A popular debut at this year’s LA AUTO SHOW was the refreshed Mazda CX-5 and the all new Mazda CX-3, which has sex appeal in a segment where it normally isn’t found. One drawback is a high load floor cutting into the CX-3’s cargo room.
Cadillac asserted its objective to regain its prominence alongside the German sports leaders in the luxury segment and introduced the ATS-V sports sedan and coupe:
Other brands observed at the two-day media event include the next generation Ford Explorer, as well as debuts from Toyota, Scion, Volkswagen, and the MOPAR enhanced Dodge Challenger:
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Month: November 2014
Direct Response Writing for Success
Writing for Direct Response requires a different approach as compared with regular retail radio advertising that focuses on developing a brand and image. While some of the same key approaches are required for any successful radio campaign, here are some of the essential elements a direct response radio script needs:
- Speak to the heart of the listener with a clear purpose to solve their problem. From the start, your commercial needs to be about the listener, not the product. How does your product or service provide benefit to them – their needs and desires
- Present the unique benefits of your product in relation to how it solves the listener’s problem. You may have a product that is similar to your competitor’s, thus you must present a compelling unique characteristic that sets you apart. You can focus attention on a characteristic or benefit that your competitor is not talking about. Competing products may be quite similar, thus the advertiser who communicates a unique benefit will set themselves apart
- Include a strong offer: A special limited time free trial, discount, risk free incentive, or low introductory price. You must communicate the idea that if people do not respond to your offer immediately, they will pay too much later or miss out. The stronger the offer, the stronger the appeal of your direct response radio copy, and the greater the response you will see
- Refer back to the benefits of the product later on in the script after drawing in the listener on a personal level after stating the offer. Repeat the offer in the CTA (Call to Action)
- Your Call to Action should be focused. A phone number repeated, or a website. Not both. Don’t give listeners an option to call or go to a website. The result will be fewer responses. Listeners should only be given one clear call to act
- Consider using Vanity 800 numbers and URLs
Media Advertising Spend Trends
USA’s Top Voiceover Talent was Don LaFontaine
The voiceover industry’s undisputed star was Don LaFontaine. His legacy remains the aspiration of every voice actor. There was nothing LaFontaine could not do – and he did it across all media – radio, TV, and famously in motion picture trailers – with a grace and ease that drew people to him. He created the domineering style in which movie trailers are performed to this day. Voice actors still enjoy measuring themselves by how well they can imitate Don LaFontaine’s famous line, “In a world where…”
Don LaFontaine’s legacy inspired veteran voice actors Paul Pape and Los Angeles radio veteran, Joe Cipriano (author of “Living On Air”) to create the Don LaFontaine Voiceover Lab, which is part of SAG-AFTRA’s facilities in Los Angeles. It is a state-of-the-art recording facility offering free services to advance the voiceover industry that brings together the professionalism and quality of a commercial recording studio in an educational classroom environment.
About Media Partners Worldwide
Check out some of the radio spots our full-service direct response advertising agency, Media Partners Worldwide (MPW) has recorded with various voiceover artists. We have been a leader in direct response radio advertising since 1997. With pre-negotiated remnant rates and innovative advertising strategies, MPW consistently delivers low-cost, highly targeted campaigns to its clients. To get your Radio Advertising Evaluation and find out how remnant radio will increase cash flow for your business visit MediaPartnersWorldwide.co or call 1-800-579-3031.