Is that he wants to pay us money for our expertise but doesn’t want to listen to what we have to say. He does the same thing when he goes to a doctor or calls his lawyer. He hires them and then ignores what they have to say. So you ask, “if he has money to throw away, why not take it”? Right? Wrong! Because, you see, Harry will rarely ever come back, and more often than not, we (along with his doctor and lawyer) will be blamed for not providing him with results he needs. To put it bluntly, Harry has big trust issues!
For 25+ years, we have specialized in the writing and producing of effective radio commercials. The key word here is “specialize”. Our clients are spending money for airtime because they believe in the medium of radio. However, local radio stations don’t always have the luxury of time, the personnel or the advertising expertise necessary to provide the special attention the client needs and deserves.
The consumer needs to LISTEN to (as opposed to just HEAR) the client’s message. The listener needs to react to it, to relate to it emotionally and to remember it. Unfortunately, Harry always wants to “tie us up in nots”. The goal for us is not to bow to the subjective whims of Harry. The goal is not to see how many times we can mention Harry’s name or product in the commercial. The goal is not to have the actors read lines to stroke Harry’s directorial or production jollies. And certainly the goal is not to jam all the facts we possibly can in any given commercial.
For us, the goal is to make the client’s message so distinctive that it will stand apart not only from their competitor’s message but from the clutter of ALL the messages. The goal is to deliver a message that is dramatic, entertaining, informative, memorable, and creates an emotional connection to the listener. The goal is to get results for our clients and thereby gain their trust.
That’s what we do…and that’s why clients who come back to us time and time again are never named HARRY.
