UNLEASH RADIO'S HIDDEN POWER IN YOUR ADS! Few radio advertisers take advantage of the medium's most powerful quality! Radio is the ONLY advertising medium that can motivate people to use their imaginations. Why is that important? Consider this... When you read a book, your imagination creates scenic imagery with each passing page. Better writers will help the imagery unfold but ultimately, it's your mind that's painting the pictures. What's important here is that what our minds' create, be it scenes from a book or inspired ideas, we tend to remember for days, weeks, months and even years! If you could get people to remember your business or service like that, merely from hearing a radio ad, wouldn't that be interesting? Well, you can and it works! It's called Theater of the Mind type radio advertising and it's intentionally designed to use radio's hidden power. It turns passive listeners, into active participants, by inspiring them to use their imaginations and create scenes, not much unlike reading a book. In this instance of course, the focal point of their self-created scenes is YOUR BUSINESS and the essential elements of same. This is what we want them to remember for days, weeks and yes, even years! I've had clients tell me they've had customers mention ads, like these, that hadn't aired for five, ten or even 20 years prior! Amazing! We simply remember what our minds' create! A lot of people confuse this with image advertising and they're wrong. Image advertising is designed to build long term trust and awareness. This, believe it or not, is a call-to-action style but what's so powerful, it continues to, call-to-action, for days, weeks, months and even years down the road! As further proof of the call-to-action merits, in the 6 month campaign below, the client reported, within the first week of airing ad 1, that 90 NEW customers specifically mentioned radio as how they had heard about the dealership! Furthermore, this client claims he has NEVER had so much response from radio advertising, nor the fact, that so many customers go out of their way to mention his ads ever since day one. Here's the best part though, his sales jumped dramatically from the previous six months and now, while most dealers are singin' the blues, Carvision is indeed selling cars! Most radio ads these days are all, In-Your-Face, type styles. Plus, everybody seems to be offering pretty much the exact same claims and promises. The ads certainly don't leave much to the imagination, so why will a listener remember YOUR ads from all the clutter? Chances are they won't and you've simply wasted your money! That's why advertisers hire producers like me, in order to make their ads stand out, with better writing, voices, production techniques etc. I've done and do, In-Your-Face type ads all the time but I can tell you, from 26 years of experience, the most powerful way to use radio, is NOT by getting in someone's "face" but by getting in to someone's "mind"! I give you now 6 examples of Theater of the Mind, Radio Advertising! Consider the above points while listening and call or write with any questions! It truly is a powerful way to use radio, because in essence, it simply takes advantage of radio's most powerful attribute! Give me a call and I'd be happy to tell you more! Thanks, Bob Harper Studio Direct: 561 775-3375.