(By Chris Stonick) If you’re thinking that AI (Artificial Inspiration) is going to save the day when it comes to writing successful copy for recruitment or any other type of ad…you’re probably going to be disappointed. Take it from me, a guy who’s written more than 70,000 radio ads.
Of the 70,000 ads I’ve penned, some were great, some were so-so, and some were never going to help the client. Why? Was I just having some off days? No – it came down to the information I was given or the information I personally mined.
Great info leads to great ads. I tell the salespeople that I work with, dig, dig, and dig for persuasive information. And after you’ve done that, dig deeper. AI can spit out scripts in the blink of an eye, but it won’t tell you that the information you provided is bad. Do your homework and you can get the results you want for the client.
For more than three decades, Chris Stonick has helped thousands of organizations across the country with recruiting and retention while generating well over $100,000,000 in billing for his client radio stations. Contact Chris at 863-397-5615 or by email.
Most of us have written spots that promoted disgusting products we would never buy.
I read a study that claimed our brain can repel an advertiser’s attempt to get our attention and interest up to the 9th time we hear the ad. If that’s true, it follows that a poorly written ad that promotes a horrible product can make the product popular with enough repetition.
That’s the reason baby boomers can’t forget cigarette commercials. Sadly, it’s also the reason we repeatedly vote for some reprehensible leaders.
So, a poorly written ad that promotes a bad product can convince us of almost anything with enough repetition.
Inspiring way of putting it, and so true! I’m going to put a shovel in my briefcase.