Radio showmanship (Jan-Dec 1946)

ally complete assorlineiUs (but you'd better include evidence that you are not spooling) , clever gilt items, items with strong selling points, etc., etc. SELL PROl ILABLE GOODS. Radio is a selling medium. People will read headlines and ])rices il already interested. II not already interested, you cannot get them to read the reasons why they should become interested. But they will listen. Advertise on the radio the same type of items that your best salespeople have greatest success in offering as suggested sales. ADVERTISE WHILE THE ITEM IS STILL NEWS. If you get something about which the salespeople are enthusiastic, get it on the air at the earliest possible time. You'll cash in on that enthusiasm. WATCH OUT FOR TIMING. This applies particularly to seasonal merchandise. At Christmas, for example, early shoppers buy higher priced items. Children's desks should be advertised in November or early December, not December 20. Time the advertising to coincide with the lay-away season for gifts and toys, with the kind of items advertised that customers are inclined to put on lay-by. CONCENTRATION SHOULD BE TIMED EARLY. Heaviest advertising is not necessarily most profitable at the time of heaviest sales. Early Christmas shoppers, for example, are more leisurely, have more time to listen and to shop, and early advertising may bear fruit with this group. Last minute shoppers are not as selective and tend to pay little attention to advertising. The last few days before Christmas finds people buying candy, handkerchiefs, perfumes and other easy-to-select gifts, without reference to advertising. So if you are going to increase your advertising during the Christmas shopping season, do it early, and use your late advertising for clean-ups. MAKE RADIO ADVERTISING SERVE. Keep your listeners informed about merchandise that is arriving. If quantities are small, say so. Programs are more adaj)(able to lliis kind ol selling than ainiouncements. AVOID riEMS Wn I! WIDE DIS IRIlUn ION. If everybody has an item, and the price is about the same, obviously there is little to be gained by advertising it. lYy to use as many items as f)ossible lor which the listener will have; to come to your store, or at least will not be able to buy just anywhere. ADVERTISE LIVE ITEMS. Advertis ing is to bring in customers, and "dogs" are the worst possible incentive. Select items for their ability to attract people to the store, not on their selling value. An item may be "hot" on the counter and poor on the radio. TELL THE STORY. Select the best reason why people would want to know about the item, and put it in the first line. If it's new, say so. If it's better, tell them. Then bring out the best two or three selling points, no more, and state them in plain, understandable English. AVOID FANCY WRITING. Clever adjectives, not easily connected with the item, should be avoided. The best sales story is the simplest one. Nobody cares how clever your copy writer is. They do care about jactsl DON'T EXAGGERATE. You can't get away with it. If you say a frowsy dress is gorgeous, the listener will find it out, and will resent being sent on a wild goose chase. Next time, even if you tell the truth, she won't believe it. NEVER OVERSELL. If a fact about the item is true, but is likely to be questioned, better tone it down. Make your copy believable, even though it has to be less than the whole truthful story. BE SPECIFIC. If you say you have a wonderful assortment of handkerchiefs, mention different kinds and prices. You might even say how many types and prices. Don't make general statements without supporting facts. You can build successful radio advertising around these principles. And remember this: the listeners are there. If YOU don't sell them it's your own fault! APRIL, 1946 • 115 •