{"id":6643,"date":"2014-01-14T10:30:06","date_gmt":"2014-01-14T15:30:06","guid":{"rendered":"https:\/\/iheartblank.net\/old\/?p=6643"},"modified":"2017-08-12T07:15:47","modified_gmt":"2017-08-12T07:15:47","slug":"humanize-commercial-client","status":"publish","type":"post","link":"https:\/\/iheartblank.net\/old\/humanize-commercial-client\/","title":{"rendered":"People Buy From People: Humanize Your Commercial Client"},"content":{"rendered":"

We have a real cool treat for you guys today! \u00a0We have a ‘guest writer’ by the name of Jeffrey Hedquist<\/a><\/strong>\u00a0to give you a quick quip that should help with your marketing and maybe inspire some ideas for your next round of advertising. \u00a0Mr. Hedquist is really smart guy I read & listened to a lot when I worked for WRNJ Radio<\/strong><\/a>. \u00a0I am honored to share some of his knowledge to you!<\/p>\n

Humanize Your Commercial Client<\/h4>\n

People buy from people, not from institutions. Advertisers often forget this, and are more concerned about their perfect “image” than about relating to their audience as fellow human beings.<\/p>\n

It’s not a perfect world, and listeners recognize this, so a commercial that tries to portray the advertiser as perfect, doesn’t ring true.<\/p>\n

Let the audience in on your client\u2019s little faults, the chinks in the armor.\u00a0 For example, the car dealer who says, “We have the best deals, the biggest selection, the friendliest salespeople, but…our coffee’s not so good,” allows the listener to discover his embarrassing secret.\u00a0 Don’t be afraid to joke about your hard-to-find location, the tacky sign you inherited from the former owner, the boss’s idiosyncrasies.<\/p>\n

A little self-effacing humor can go a long way. So many commercials are over-serious about praising a mythically perfect advertiser. Give listeners something to smile about.\u00a0 If a listener can say “Yeah, that’s me. I’ve done that.” Or \u201cOK, the advertiser is a human being. His product or service is pretty darn good, but he\u2019s not trying to hype me.\u201d you’ve established a bond.\u00a0 Now your audience is involved.<\/p>\n

Give your client the opportunity to poke fun at himself and punch up sales.<\/p>\n

Jeffrey Hedquist<\/a>\u00a0has been helping advertisers poke fun at themselves for years.\u00a0<\/i><\/p>\n

To get your very own free copy of \u201cHedquist\u2019s List of 226 Cliches,\u201d email me\u00a0<\/i>jeffrey@hedquist.com<\/i><\/a>\u00a0and I\u2019ll send them. Guaranteed to reduce commercial effectiveness.<\/i><\/p>\n

\u00a9 1997-2014 Hedquist Productions, Inc.\u00a0 All rights reserved.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

We have a real cool treat for you guys today! \u00a0We have a ‘guest writer’ by the name of Jeffrey Hedquist\u00a0to give you a quick quip that should help with your marketing and maybe inspire some ideas for your next round of advertising. \u00a0Mr. Hedquist is really smart guy I read & listened to a lot when I worked for WRNJ Radio. \u00a0I am honored to share some of his knowledge to you! Humanize Your Commercial Client People buy from people, not from institutions. Advertisers often forget this, and are more concerned about their perfect “image” than about relating […]<\/p>\n","protected":false},"author":1,"featured_media":8926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[62],"class_list":["post-6643","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","tag-advertising"],"yoast_head":"\nPeople Buy From People: Humanize Your Commercial Client - I Heart Blank, LLC<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"People Buy From People: Humanize Your Commercial Client - I Heart Blank, LLC\" \/>\n<meta property=\"og:description\" content=\"We have a real cool treat for you guys today! \u00a0We have a ‘guest writer’ by the name of Jeffrey Hedquist\u00a0to give you a quick quip that should help with your marketing and maybe inspire some ideas for your next round of advertising. \u00a0Mr. Hedquist is really smart guy I read & listened to a lot when I worked for WRNJ Radio. \u00a0I am honored to share some of his knowledge to you! 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