What Good Sales Sounds Like

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We’ve all heard a zillion radio spots that we would love to forget. Bland, boring announcer- or owner-read lists of various features and offers that drone on until we tune them out.

But every so often we get a little audio treat. A spot or campaign that seems to have a real point to make and a presentation that’s fun to hear. It makes the unique promise of the brand easy to relate to. The benefit it offers more attractive and desirable.

So how does it work? What are the keys to a good spot?

First, it connects with its audience. The situation, issues and values match the interests and needs of those it’s designed to motivate. It’s believable if illustrating reality or obviously exaggerated if over the top. The voice, music and vocabulary also help draw the right listeners in and hold their attention until the pitch is complete.

Second, it delivers the brand promise loud and clear, making the sales message the hero and not the actors or the spot itself. It adds just enough detail to make the story credible. And it presents an easy-to-follow path to an attainable result.

Lastly, it generates excitement and anticipation for the recommended brand solution. Its voices and sound quality are distinctly different from other commercials. Its professionalism raises its appeal. And its creativity maximizes its memorability.

Hear what good selling sounds like for yourself. Listen to several spots Cornerstone created for the re-positioning campaign for FirstBank, an 80-year-old savings and loan that wanted to become a bank.

To talk to someone about making your brand presentation sound this good, contact us today by e-mail or phone 903-534-5220.