A whole lot about nothing

In a Seinfeld episode Kramer finds a Merv Griffin Show set in a dumpster. He sets the pieces up in his apartment creating and hosting his own make belief show. Soon the show becomes stale and he has "to retool". "Rabbit Ears" is a retool. Introducing "85 words". My life is all about 85 words, the length of a radio ad which is what I sell for a living. Advertising observations will continue but like Seinfeld, 85 words is a whole lot about nothing!

Ads that are a numbers game

Newspaper ads that are a laundry list of weekly specials do not work on radio.

A sofa, chair and love seat for 999.99 or a queen size 792 pocket coil for 499.99 and with the 100 dollar rebate is only 399.99 but only until 6 pm Saturday the 15th at 1234 Main street. Call Acme Furniture 555-1212 for more info. Open 7 days a week 9 to 6.

That ad is a tune out.

The explosion of media choices has shortened attention spans. And price point advertising on radio is so 70's and 80's.

If its all about price point in your advertising, remember you are at the mercy of the competitor who can always sell it cheaper.


Tony Mariani

And the award goes to

Motor trend car of the year. Award winning car of the year. This year's top homebuilder.

You get the drift. The line is old and overused in ads.

Awards are won and lost each year. What do you use for copy next year when you aren't the cock of the walk?

Nobody is buying that award winning stuff and it doesn't build brands.

Tony Mariani