In the Late 80’s, when I was first in radio, I remember writing a :10 Live event commercial for the DJ’s. It said something like “Join us on January 24th at Masquarade to see…” Well, within a couple of days I got called into the bosses office. He told me some of the best advice I’ve ever heard when writing copy and some of the best advice that I still use to this day, but has not been passed along to enough people.Its a pretty simple, yet mostly overlooked “RULE” in copywriting. here it is:
PEOPLE DON’T THINK IN DATES, THEY THINK IN DAYS” Especially for people like me who think in pictures, I can barely remember what day it is let alone what date it is. And I am not the only one who doesn’t always know what Day a certain Date is. Thus, if a print ad, TV or Radio commercial is telling me to be somewhere on November 24th with no Day listed next to it, It’s going to be extra hard to advertise to me. I actually just mentally tallied it up and came up with Thursday. Not totally sure if that is correct, but pretty sure.
This poster is an example of someone who didn’t use a Day. It only says the date. And they have been putting ads like this in my elevator for months, DATES with no DAYS listed. It’s pretty frustrating for someone like me and probably you too? It’s really not their fault, no one mentored them or called them into their office to explain this easy “trick” to better remembrance of when to be somewhere. Please use Days to help your advertising in Hawaii or around the world become more effective.
Even today which is Halloween I was listening to the radio and a couple of the commercials didn’t say “Join us Tonight” Or even “Join us Monday October 31st”. It was playing today and just said “join us on October 31st” ugh! Yeah-I know, it’s a bit different since most people know October 31st is Halloween, but you get the point, if it was next Monday and it said “Join us November 7..” it would have been pretty easy not to know that it was That Monday night and not some other day since Tonight nor This Monday Night were not used in the commercial.
Here’s how I take care of updates for all of my clients.
1. A couple weeks out: Join us Thursday November 24th
2. The Monday before the Thursday: “Join us This Thursday” or “Join us this Thursday November 24th” Up to you on that one. I personally go for the simpler “Join us This Thursday”
3. Wednesday all day: Join us TOMORROW NIGHT ..How many radio spots do I hear on a daily basis that are still saying “join us November 24th EVEN the Day before the event! double ugh!
4. Thursday November 24th: “Join us Tonight” People think in days and even simpler-use tomorrow night the day before the event and Tonight the day of the event. Totally throw your dates out the window now!
People think in days not dates and this also goes back to the KISS principle..”Keep it Simply Simple” or as us Ol’ Schoolers used to say the politically incorrect KISS principle: “Keep It Simple Stupid”..LOL
You May not want to get this involved in your copywriting, In Such a fast passed world, many get lazy on these simple updates. But it really is the right thing to do. It’s what I do to be as effective as I can for my clients. However, if you remember one thing from this blog, remember that people remember DAYS much easier than DATES. I would recommend adding in Days to all of your print, TV and Radio Commercials. Even if you forget to all the different updates, for a better remembrance of your event ad, please add the day to your commercials, promos, and Ads. Have a Great November!!
If you need any ideas for upcoming events or promotions, send me an at firstname.lastname@example.org and I’ll get you a bunch of free ideas for your upcoming marketing dilemma.