In May of 2015, Google began running an ad that started with “a question is the most powerful force in the world.” But they couldn’t be more wrong. An ANSWER is the most powerful force in the world.
I’ve talked before about avoiding the Question form, and making Statements instead. Thinking that questions are “a powerful force” is fool’s gold. No one wants to ask a question, only to get another question in reply.
“How much are these beets?”
“How much do you think they should cost?” is not a helpful response. Great marketers know that asking the public what they want doesn’t really work, because people can only describe what they think they want in terms of what they’ve already seen. Apple didn’t ask people if they wanted an iPad. They just made them, and let the world come—rapidly—to the conclusion that this new product would make their lives easier. (And that’s why Google isn’t Apple. And by the way, what MADE Google was that you ask, and they provide the answer.)
In your Imaging, in your commercials and promos, and in your air work, give your listener an answer.
Warning: Everyone thinks he can do this, but then, at first, tends to fail miserably when he tries. Let me help you with the techniques, and we can weed this out in a hurry. I promise you that you’ll see the power of it in no time.
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© 2015 by Tommy Kramer. All rights reserved.