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Why does nobody talk about the local radio ad that flopped for a friend's firm?

I was having coffee with a lawyer friend who runs a small practice near Whyte Ave, and he said his $1500 radio spot on a popular station got zero calls... not one. He figured out the ad talked about 'legal excellence' but never said he helps with Edmonton real estate deals, which is what people here search for. Has anyone else found that being too general just kills your ad money?

3 comments

3 Comments

blair_taylor3210d ago

That "too general" idea is a bit off, lol. Sometimes the ad just hits the wrong crowd or the offer isn't clear enough.

piper77910d ago

Exactly, it's not just about being general. Blair's right that the offer has to be clear, but it's also about the words you pick. "Legal excellence" is a dead phrase. It means nothing on its own. You have to connect it to a real problem people have right now. If he helps with real estate, the ad should have said something like "stressed about your home purchase paperwork?" That's a hook. The old way of just saying what you are doesn't work anymore, you have to say what you fix.

lilya7610d ago

Remember that mattress store ad that just said "sleep better" for a whole month? My neighbor bought a weighted blanket thinking they sold those. You have to spell it out. People hear words like "legal excellence" and just tune out. It sounds like background noise. Your friend paid fifteen hundred bucks to sound like elevator music.