Writing Better Ad Copy With Scarborough

Training Tip on Using Your Scarborough Data: Exercise #32

Do most of your spots sound alike? How can you make your clients' commercials stand out? Sometimes it's the "little things" that make all the difference!

Learn to make the most of the "Theatre of the Mind" with radio and use Scarborough data to improve the quality of your clients' ads.

Instructions for the Leader:

Step 1:
Run a Profile Report for your AEs on a client or business category. The Criteria will be the client/category, and the Categories will be leisure activities, entertainment, income, education, home ownership, etc.

Step 2:
Pass out copies of the report to your AEs during a sales meeting.

Step 3:
Have the AEs brainstorm how they could use the information to write a compelling commercial for the client using engaging dialogue, sound effects, etc. Here's an example: Scarborough data reveal that people planning to refinance their homes like to play golf. So instead of a typical ad telling potential customers about the client's great mortgage rates, we could create dialogue for two people and add sound effects in the background suggesting they are at a golf course.

The script could be something like this:

Bob: "Wow, your swing is really improving; have you been practicing?"

Jon: "Yeah, I'm getting out here two and three times a week."

Bob: "What, did you win the lottery? The green fees cost must be eating away at you!"

Jon: "Actually, now that Julie and I just refinanced with XYZ Mortgage, we have such a great rate that our monthly mortgage went down and we have money left over each month to enjoy what we want to do…like golfing regularly."

Bob: "XYZ Mortgage, huh? Any chance I can get their number from you?"

Announcer: "Let XYZ Mortgage help you enjoy life more, too. Call us at 888-5555 or e-mail tim@XYZ.com to speak with a mortgage refinancing specialist."

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