(By Michael Dudding) What am I missing? Do percentages mean more than dollar figures? I’m talking about commercials that offer discount percentages versus dollar savings. I believe copy writers restrict sales by using “save X percentage” instead of “saving X dollars.”
Example: One local jewelry story was advertising a diamond sale on radio. The message said “you can save 20% on a one-carat diamond ring this week.” Twenty percent of what? Twenty percent means what? If the price of an item that has a discount isn’t given, you’re just wasting airtime.
Wouldn’t your message encourage MORE sales for that jewelry store if you said, “Save $400 on a $2,000 diamond ring” — $400 is 20%.
Years ago, a furniture store wanted to advertise its truckload recliner sale with my station. He was emphatic about saying in his message, “you can save 25% off the price of a new recliner this week.”
The recliner retail cost was $600. The 25% savings equaled $150.
After two weeks, very few sales, and a frustrated store owner, I offered a copy change. I suggested he change his message as say “save $100 off the price of a new $600 recliner during our truckload sale.” His comment was “$100 isn’t even 25%, it’ll never work.” I convinced him to give it a try, he can always “have a price markdown to sell all remaining recliners.”
Two weeks later, after using my suggestion, he was extremely happy with his traffic, sales, and profits (and his radio ads!). Plus, he got to keep $50 profit per chair to put in his pocket. He learned consumers can relate to “dollars-off savings” better than “X percent off something.”
It’s extremely rare for a message to entice me to shop at a store that only offers “percentage-off savings.” Why are you allowing your advertisers to run bad commercials that will not work? Maybe this is a reason radio is getting our “unfair share” of today’s advertising dollars. Don’t get me started on telephone numbers in commercials….
Michael Dudding is owner and GM of the KDSN radio stations in Denison, IA, and one of Radio Ink’s Best Managers of 2016. He can be reached at [email protected].
Good job Mike!
Many years ago it was you that coined the phrase “Serve your community and your community and your ad clients will serve you.”
For readers who haven’t visited his operation, Mike Dudding, for the size of his market and his operation, holds the distinction of THEE most successful radio broadcast operation in the country.
A few years ago he was recognized as “As An American Legend In Broadcasting.” His article above is one example of why.
When copy or full productions are presented, even though the hierarchy of what it takes to generate more effective advertising are being fulfilled, they will always be judged against the status quo.
Unfortunately for all concerned, including clients and radio reps, the status quo is also “the comfort zone”. The struggle will continue – but only so long as there are those who are still willing to engage.
Answer to your headline question: “because the client paid for it!!” There is no other answer.
Kudos to Michael in standing up for effective copywriting!! Unfortunately, it mostly falls on deaf ears in the industry. Sales reps have no backbone or confidence when it comes to standing up to lousy, ineffective, money-wasting copy from a client… to avoid hurting their feelings and losing the buy. And in this new age of “feelings” being so very precious and sensitive, we end up with crappy ads that don’t work. But the client’s feelings aren’t hurt, their check clears and so it’s all good, right?
Great article Mr. Dudding!
Mr. Fricke…..Not sure about other companies, but our training manual does not detail the ins and outs of copy. This is something we learn as we go. We have a separate, very experienced team for that. As a sales rep our job is to yes, close the sale, but mainly to determine the specific needs of the client. I have, many times, discouraged certain copy faux pas with clients but unfortunately some think they know what’s best and after an unsuccessful campaign only then do they realize it was the (their) message that failed them.
If a company has sales reps with “no backbone or confidence” then perhaps they should rethink their hiring process.
Bravo! Advertising is a business of words infested with people who can’t write ads!
Not only do they not know proven rules of persuasion. They don’t even know there are rules!
Great article!
Good article! I’ve been guilty of using percentages myself. I will take this article to a store owner next week-it might help us create more business for his already successful store.
Spot on! Both the article and the comment by Dave Mason. Radio just needs a bigger gun and we can blow all our toes off.
Look-a media owner who actually CARES about the client, and isn’t scared to offer constructive criticism. How many of today’s A/E’s actually have the time or the guts to do this? Not saying AE’s are wimpy. They’re so conditioned to “bring in the numbers” that they’ve just become order takers. Just like their CEO’s they’re concerned with “the month” and not the future. When you can be as specific as possible, and talk in terms the LISTENER gets you can certainly win. The one with the ears (and the money) can certainly understand a $100 discount. The suggestions get made, now if we can keep this worthwhile spot from being the 11th unit in an 8 minute stopset…..we’re getting somewhere.