Could you stand up to the microphone at a poetry slam and read your radio ads?
How fast would you be booed off the stage?
I read fourteen of my radio ads the other night. One after the other. Didn't get booed. Lots of snapping of the fingers (the way you applaud a great line at a poetry slam). Lots of real applause at the end. One audience member wanted a copy of the ads to make posters.
The language of the poet is the language of emotion. The poet uses words to make you feel.
The only thing you feel after most radio ads is the need to change the station.
But what would happen if instead of commercials, your favorite radio station did a string of 30-second poems? What would happen if each of those poems was written to make you feel something? Would you listen? Of course you would!
If you want your ads to be heard, write like a poet.
If you want people to be moved, write like a poet.
If you want a new way to reach a new audience, go to a poetry slam. They'll let you know if you're hitting the mark.
No one likes to listen to crappy ads. Make your ads move people.
PS This morning I did a presentation on Branding to a group of high school students taking a CEO class. When I got to Q&A, the first question was, "Do you have any radio ads to read?"