It's all about 'Desire' and not about 'Price'

It's something we've been harking on about for years.

Price is not the be-all and end-all.

If you'd like to know more about what makes people buy, read this article.

In radio advertising, there is too much emphasis on telling folks something is cheaper. Sure price is important, but no one will buy anything unless they want or need it.

Remember the old Monty Python 'Piston' sketch ? The excerpt below perfectly sums it up....

Mrs Non-Smoker: Oohh hello, Mrs Smoker.

Mrs Smoker: Hello Mrs Non-Smoker.

Mrs Non-Smoker: What, you been shopping then?

Mrs Smoker: Nope ... I've been shopping!

Mrs Non-Smoker: What d'you buy?

Mrs Smoker: A piston engine!

Mrs Non-Smoker: What d'you buy that for?

Mrs Smoker: It was a bargain!

Mrs Non-Smoker: How much d'you want for it?

Mrs Smoker: Three quid!

Mrs Non-Smoker: Done. (she hands over the money)

Mrs Smoker: Right. Thank you.

Mrs Non-Smoker: How d'you cook it?

Mrs Smoker: You don't cook it.

Mrs Non-Smoker: You can't eat that raw!

Mrs Smoker: Ooooh ... never thought of that.

Radio commercials, radio adverts and advertising jingles must do more than sell a price reduction. If you want to advertise on the radio, we can show you how. Contact Airforce here.

John Calvert