With the increasing popularity of new media and social media platforms, many content producers are against advertising on television and radio. However, these mediums are still relevant and inmportant.
Recently, I heard an ad on the radio for ‘Alex Cross’s Trial’ by James Patterson. As someone who has read prior Patterson books, I was intrigued to learn more about the book. However, the ad only repeated marketing statements. There wasn’t a single call-to-action and no destination site to learn more about the book. While this was a poorly authored ad, it did get my attention and I ended up purchasing the book via the Kindle.
This particular ad worked, primarily, because I’m a fan of Patterson. However, the chances of it working for new readers is very low. Here’s how the ad could have been better:
- Introduce the ad with an excerpt of the audio-book.
- Introduce the author and his accomplishments.
- Offer a free chapter.
- Offer a “mini-story” for free.
- Define a clear call-to-action, such as a website.
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