The Anti-Spot
Posted by admin on Aug 31, 2009 in Copywriting, Fundraising | 0 comments
Do you know Roy Williams? I bet if you haven’t met him in person, you’ve at least read some of this work via is Monday Morning Memo or in his books like The Wizards of Ads. Roy’s love for radio is infectious.
In one of the chapters from The Wizards of Ads he compares and contrasts two ways to sell a Rolex.
The first ad piled up words like: Bargain, Sale, and Discount. The second ad invited the listener to experience the Rolex:
Announcer:
You are standing in the snow, five and one half miles above sea level, gazing at a horizon hundreds of miles away. It occurs to you that life here is very simple: You live, or you die. No compromises, no whining, no second chances. This is a place constantly ravaged by wind and storm, where every ragged breath is an accomplishment. You stand on the uppermost pinnacle of the earth. This is the mountain they call Everest. Yesterday it was considered unbeatable. But that was yesterday. Rolex believed Sir Edmund Hillary would conquer Mount Everest, so for him they created the Rolex Explorer.
Client:
Roy does a masterful job of inserting the listener—you—into the experience. That’s what we must do with our products, our fundraising campaigns at churches, or with child sponsorship.
With child sponsorship for instance:
We must help each listener, one-by-one, feel the hunger in the stomach, taste the putrid water, and see the hope of help on the horizon.
This is best done when your heart is broken for the children. When you break out of your typical open mic shell and let the listener hear your heart and soul, the listener responds.
Take the listener there. But don’t leave her there. Go there and guide her all the way to sponsorship.