Make Your Advertising Work

I was driving around doing errands the other day and heard a radio commercial that was so right, and yet so wrong I felt it worthy of mention.

The spot was for cosmetic dentistry, and it was well produced and written, full of unique benefits that promised the fastest and most pain-free results of any process available. It sounded like a real cutting-edge process that was affordable and would generate a lot of calls.

Great voice talent and read, compelling copy, everything you would want in an ad of this type. Except one deal killing component. The phone number was read only ONE TIME, and there was not any name or brand associated with this wonderful service, and no web address provided.

All that great copy and production and air time wasted on an ad that will not generate any business because nobody knows who the advertiser is, or how to contact them, other than a phone number given one time which nobody will remember becasue it's not even a vanity number. People can remember company names, brands and web addresses ten-times easier than a phone number, especially when that number is given only once.