Description

Every good story – and every good ad – begins with a statement that triggers more questions than it answers.

“I do not like to turn left when leaving my neighborhood…”

“I was a 10-year-old boy holding a flashlight for my father…”

“You are sitting in a candlelit restaurant when you hear a strange noise…”

The second line of your story is where the narrative arc begins. The narrative arc is the sequence of events, the plot. [In a radio ad, sfx means sound effect]

You are sitting in a candlelit restaurant when you hear a strange noise

[sfx-open] and the walls are instantly covered with jagged shards of golden light.

You hear another strange noise

[sfx-close] and the jagged shards of light are gone.

Murmurs of wonder flood the candlelit restaurant.

[sfx-open] The jagged shards appear on the walls again, dancing in unison to some silent music that only they can hear.

[sfx-close] And now they are gone.

The crowd applauds this unexpected delight. Smiles are beaming. Teeth are bright.

[sfx-open] More jagged shards. More golden light.

[sfx-close] No one notices the man at the table in the middle of the room, staring at his tablecloth, lost in thought. A woman emerges from the shadows behind him. Startled, he looks up, drops to one knee,

[sfx-open] and the golden shards of light dance fast and bright across his face and hers.

And then they kiss.

And the candlelit restaurant explodes in applause.

[sfx-close]  A tiny little box sits empty on the table.

Flickering Firelight diamonds, available exclusively at Morgan Jewelers.

Begin your ad with a statement that triggers more questions than it answers! If your opening line reveals what is to come, change the opening line.

“Guidomeyer’s Furniture is having a sale!”

When an ad begins with a sentence like that, you can be sure it was written by someone who follows the 5 W’s of journalism: Who, What, When, Where and Why.

Ads written by journalists are why most people hate advertising.

Guidomeyer’s Furniture is having a sale!

This week, Guidomeyer’s is having a sale

at 1715 Barkmaster Avenue! Save! Save!

Save up to 50% this week at Guidomeyer’s

annual clearance sale! Guidomeyer’s has been

serving the needs of Pottersville for 71 years,

so come to Guidomeyer’s and shop local

for all your furniture needs! We have recliners,

coffee tables, end tables, nightstands, TV trays

and financing will be available! Guidomeyer’s

Annual Clearance Sale! This week! 1715 Barkmaster!

Hurry, hurry, hurry before all the good stuff is gone!

Guidomeyer’s!

1. Guidomeyer is who.
2. A Sale is what.
3. This Week is when.
4. 1715 Barkmaster is where.
5. Annual Clearance is why.

That formula is so simple an idiot could use it. And idiots often do.

No, I don’t mean that. Words have meanings, so let me be accurate. I don’t think such a person is an ‘idiot.’ ‘Moron’ would be the accurate term. Technically, a moron is an adult with the mental age of 7-10. Morons are more intelligent than idiots and imbeciles, but they are an especially troublesome group because they are not aware of their shortcomings.

Don’t be a moron.

Getting the listener’s attention is easy, but holding that attention requires skill.

1. Open with a statement that triggers more questions than it answers.
2. Bridge quickly into the narrative arc, the plot.
3. When your listener thinks they know where you are headed, take them somewhere else.
4. Introduce divergent elements that don’t belong together,
5. then make them converge, add up, and make sense.
6. Lead your listener to the conclusion, then allow them to...