Use Emotion, Because “Radio Is Theatre Of The Gut”
By Jeffery Hedquist, President/Creative Director of Hedquist Productions
Chuck Blore once told me that instead of being “theatre of the mind”, radio is really “theatre of the gut” because of its emotional impact. (And) let’s face it, people buy emotionally. They may justify it logically and objectively, but most purchases are emotional.
So always remember to describe the positive feeling that the purchaser will have one he/she has the advertised product or service… or how miserable their life will be without it. We’re talking benefits, not features here. The quickest route to the purchasing decision is through the emotions!
When writing a commercial ask yourself, “How will somebody feel once they have purchased this? How will somebody feel once they have signed up for this subscription? How will they feel if they don’t try this service? Most importantly, how will they feel about the advertiser when they hear this commercial?”
Reach deep and construct a set of feelings that will resonate with psyches of your target audience. Your tools are the basic emotions:
Use them to your advantage.