That last blog post hit a nerve.
Seems a lot of folks out there inferred that I said, when writing non-comm sponsor copy, one should write the same way one writes for a commercial station.
Which is why I received several blistering emails saying, "We can't write like that!"
If you go back and review what I said (which I'm fairly certain nobody will do), it was essentially that one shouldn't turn off one's brain just because one is writing for a non-comm.
I never said, "Be a huckster."
A client is spending good money on sponsorship. When there are only 10 seconds to say something that matters, it should not be (a) the fact that one sponsors the station and (b) a phone number.
That's it.
But since so many folks out there have a vested interest in the execution of smart sponsorship copy, let's talk about what CAN be said.
YOU'RE ONLY AS BOUND UP AS YOU LET YOURSELF BE
One of the more rational emails came from the inimitable Rod Schwartz of Grace Broadcast Sales in Pullman Washington.
He sent a rather lengthy and thoughtful missive. Among other things, he said: "We cannot use comparatives (often helpful) or superlatives (typically meaningless) or otherwise advocate for the advertiser...oops, I mean sponsor. Nor are we permitted to use either item-and-price information or a call to action. It's difficult to write with both hands bound."
Well written. And an amusing metaphor.
Similarly, Bill Montgomery at River Radio in Gahanna, Ohio was frustrated. He asked, "Have you worked with non-comm ads and figured out better ways to legally get info across to the consumer?"
Yes, I have worked with non-comms. One non-comm runs full-length spots that can't use "comparatives, superlatives, item and price info or a call to action."
Can you imagine writing a direct-response 60 with no call to action?
Surprisingly, it's not all that difficult. One client in specific just uses his testimonial commercials, occasionally with minor changes to ensure no superlatives or call to action. Proof again that effective advertising is often good storytelling.
BUT MOST NON-COMM SPONSORS LIVE IN A 10-15-SECOND HELL
Bill asks if I've worked out a better way to get the info across to the consumer.
Ya know, I've written scant number of non-comm sponsorship mentions. I'm not going to call myself an expert.
But, do you want to know the easiest way to get an idea of how to write effective sponsorship mentions that are in compliance?
It's going to be painful, but you have to do it.
Listen to NPR.
"THAT BASTION OF SOCIALIST RHETORIC? NOOOOO!"
For anyone who insists on being political about NPR, yes--the editorial stance can arguably be called center left.
So what?
NPR does one thing better than probably any other news organization: tell a story.
Which attracts listeners.
Which in turn attracts sponsors.
National sponsors.
National sponsors who are not interested in flushing their ad budgets down the drain by saying things like "A proud national sponsor of All Things Considered. 555-555-1234."
NPR national sponsors do everything by the non-comm book, and they know how to extend a message that matters.
NOT THAT THEY ALWAYS GET THE PHRASING RIGHT...
For years, Novo Nordisk has been sponsoring NPR.
And for years, they've been trying to phrase their sponsor mention properly.
For a writer, it's pure pain to hear.
It used to say, "Diabetes research is our passion, not just our business." Come on, the payoff is "passion." Don't bury it in the middle of the sentence and end on a diminished thought.
Now, to their credit, they somewhat understand the need to put emotion into things. And over the years, they've rephrased the line to get it almost right. Currently, they say something to the effect of, "Diabetes is not just our business--it's our passion." So at least it's structured properly. But it really ought to be saying that it's "more than just our business."
That said, the only reason I've even heard of Novo Nordisk and know what they do is because they say it succinctly and with feeling.
"BUT I DON'T HAVE NATIONAL MEDICAL SPONSORS"
Right. You have local businesses who'd like to turn a 10-second drop into a DR juggernaut by jamming a phone, number in there.
Not gonna happen.
But let's look at a business that is likely cleaning up in NPR, because they keep throwing money at it.
Here's their message: "Constant Contact, dedicated to helping small businesses and nonprofits build strong customer relationships with email marketing. Constant Contact dot com."
That sponsor mention is specifically the reason why you get Hot Points through Constant Contact. I needed a tool, they were there, and their message made sense. I logged on and signed up for a free 60-day account. (Also demonstrating the power of the free trial, my friends.) It was about a 3-minute sales cycle, converting a prospect to paying customer. That include putting down my coffee, getting the laptop, and typing in all my account info.
However, I can't tell you how many times I heard that message previously, and it simply washed over me--again proving that people are preoccupied and not sitting around, waiting to hear anyone's advertising.
Notice Constant Contact doesn't say "proud local sponsor," they don't include a phone number. (Don't laugh--I've had website advertisers insist on a phone number.) They merely say who they are and what they do in as succinct and powerful and RELEVANT a way as possible.
And without ever saying, "For all your email marketing needs."
IT'S JUST NOT THAT HARD
It seems a lot of folks hear they have constraints and shut down.
You don't need to do that. There is still plenty to be said in a non-comm context that's both in compliance and salesworthy.
Just look for an angle. It's there. You just have to rise to the challenge for all your client's sponsorship writing needs.
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