June 21, 2011
According to WBEB owner and 2011 Radio Ink Lifetime Leadership award winner Jerry Lee, only one out of every five radio commercials actually engages the consumer. Lee is introducing a new product to the industry called writetoengage.com. He says engaging commercials is the key to bigger gains in revenue for the radio industry. "We have numerous successes that show dramatic increases in sales when switching from a non engaging commercial to an engaging commercial. We are batting 100%. Now that we have the formula down pat we expect over the next 5 years' to have significant increases in billing as a result, from our ability to produce outstanding engaging radio commercials." Lee says when a person hears a radio commercial they are recalling emotional triggers from their past and when a person views a TV commercial they are seeing what the producer of the TV spot wants you to see.
Engaging radio commercials are the last major profit frontier for radio, according to LEE. "Only one in five Radio Commercials are Engaging as compared with TV where two out of five commercials are Engaging. According to the NY Ad Agency OMD in a 2007 study, engaging commercials are 8 times as effective as non engaging commercials. John Philip Jones, one of the top 5 researchers in the world has come to the conclusion, using scanner data, that for Fast Moving Consumer Goods that Radio produces $1.14 in sales per dollar spent and that TV produces $.47 per dollar spent."
So the question we need to ask, according to Lee is, why TV gets 85% of the broadcast revenue and Radio only gets 15% in the FMCG sector. "Part of the answer is that almost all of TV spots are tested and virtually none of Radio Spots are tested. WBEB has developed a network of copywriters from all over North America. Each is trained and certified by Dan Hill, founder of Sensory Logic, using the science of Facial Coding where the 43 muscles of the face are analyzed in response to listening to a radio commercial. A set of principles have been developed. As a result the Copywriters that WBEB has certified can produce an Engaging Commercial every time for an advertiser."
We are willing to share what we have learned with the entire Radio Industry. A rising tide lifts all boats. We have developed a webinar called "WriteToEngage.com" that teaches you how to write an an Engaging Commercial. The future of Radio is extremely bright. We have a platform that will out perform TV and do it at less than one half the cost of TV.
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