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Anne Elk and I have a theory

Copy: I Have A Theory

Posted on October 10, 2022November 8, 2022 By earlp

I have a theory about writing advertising for radio, one I’m pretty sure no one will buy into, or even agree with, but it is my theory and by gum I will stick to it… ((CLEARS THROAT))

Monty Python… Anne Elk has a theory

Because this idea runs counter to everything I’ve learned about how advertising works, this theory, which is mine is the following:

“Radio may very well be, the ONLY advertising medium where one-off ads are not a bad idea at all for the right client.”

Wait, what?? I know, I know, it is branding heresy. It goes against everything I have ever said and done, but I think it might be true.

I mean, who’d suggest stringing together a bunch of one-off print ads and calling it a campaign? Yet alone charge a client for it… but wait…

In radio, if you have a good idea, then throw the idea (theme or usual branding) of a campaign out the window and let it get squashed by a passing dinosaur.

I have done it myself for a bedding company, running weird, one off campaigns that have no sense of a “campaign structure or plan”.

Yet there are other examples out there in the real world too… remember the “Real American Heroes,” campaign – they are brilliant one-off pieces that stand alone – but they do sort-of have a kind of campaign structure.

But, when a client insists that every radio campaign has the exact same structure, every SINGLE TIME! Then I say no to that.

I like the odd, the different, the stand-alone one-off ad works better at getting attention than a branding campaign – and I would prefer to write these any day, for any client – as long as they believe in my theory that is.

Blog Post, Monday Copywriting Tags:Ads, copywriting, My Theory, One-Off, writing

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