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What’s the difference between a good student and a great student?
A good student takes lots of notes.
A great student takes action.
Tom McMinn owns McMinn’s Furniture, based in Odessa, Texas. After participating in one of my six-week online workshops, Tom went to work applying the Four Neighborhoods of Women principles to his own advertising.
I asked Tom for his permission to share some of his recent radio ad scripts with you. He said he’d be delighted, and even sent over the produced 30-second spots for you to hear.
Thirty seconds isn’t a whole lot of time to say your piece (100 words or less), so creating a message that hits your customer like a laser beam is critical.
Here are ads for three of the four “neighborhoods” Tom studied. He did a terrific job of thinking about each customer type’s time horizon before putting pen to paper (note the phrases highlighted in red), and it made all the difference. (He also does a great job of voicing his own ads – adds to the authenticity factor, don’t you think?)
Spot #1: Regal Queen (Spontaneous) – Time Horizon: “In the Moment”
Tired of that boring old room? Hey, you’re not dull. Your living space shouldn’t be either! Hi, this is Tom McMinn from McMinn’s Furniture, where you can give your room an “instant makeover” TODAY. Drop by to see one of our “room stylists” at McMinn’s Furniture 3323 Andrews Hwy in Odessa. We’ll help you rearrange your current furniture, add a piece, or even totally redo. And we’ve got what you’ll need in stock, so your new room can be a reality in no time at all. It’s your space. Make it live the way you want it to!
Spot #2: Healer (Humanistic) – Time Horizon: “Leave a Legacy”
Dreaming of a home where family and friends love to be…where sharing the warmth of a cozy fire and the comfort of a simple family meal? Hi, this is Tom McMinn for McMinn’s Furniture, your home owned, family operated furniture store. At McMinn’s, your dreams can become a reality. We’ve been helping family folk just like you create happy homes for more than 37 years. Why not let us help with yours? Let’s get together soon, at McMinn’s Furniture, 3323 Andrews Hwy. in Odessa.
Spot #3: Warrior Princess (Guardian) – Time Horizon: “Leave a Legacy”
McMinns Spot 3 (Warrior Princess)
Don’t you hate those furniture stores where some self-proclaimed “designer” spends YOUR precious time telling you what SHE thinks YOU should want? Hi – Tom McMinn from McMinn’s Furniture here, where we “get it.” You’re a grownup. You KNOW what you like. What YOU’RE looking for is expertise and knowledge. At McMinn’s, we’ll measure, help you arrange, and share with you about quality, budget and style. Then we’ll get out of your way and watch YOU create the perfect room for YOU. Shop McMinn’s Furniture TODAY, 3323 Andrews Hwy. in Odessa.
Stop thinking you have to speak to all women in every ad you create. By narrowing your focus to one “neighborhood” at a time, your message will have much greater impact and be much more persuasive.
Greater Impact = Higher Level of Persuasion
Higher Level of Persuasion = Increased Sales
Why not give it a try? If you want to learn more, check out my posts detailing how very different the Regal Queen, Healer, Warrior Princess, and Sorceress are from each other.
Do you have any ads or copy that focus on the neighborhoods of women? Do you have examples you’d like to share? Send them my way – I’d love to read what you’re doing to improve your marketing to women strategy and messaging. C’mon… don’t be shy!
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
I love the line for the Warrior Princess: “Then we’ll get out of your way.”
Kudos to Tom McMinn. Michele’s right, it is rare that a student acts on what they’ve learned from a seminar. Good job!
Thanks Michele, for a great post. And thanks Tom for sharing. I’m in the early stages now of writing spots for Christian camps. We all know women are the ones making these decisions. Now I’m going to write the spots to the neighborhoods instead of roles: traditional, working woman, grandmother, etc.
Mario – thanks for the kudos directed towards Tom. He’s been working hard to get a handle on the different customer types, and I think he’s doing a find job so far. It will only improve, I promise you.
Michael – great news that you’re going to give it a try! These ads may not be the most creative in the world, but they are effective in attracting customers, which is more important. I’d love to see what you come up with — please share! And remember: this methodology can work for web copy, brochures, etc.
Refreshing. I liked spot #3. So much better than most radio spots that are written to fail. As a manager of radio stations, I know. We advise our clients on their message but ego and the “I know best” attitude usually wins. I wonder if Tom would be willing to share his results and reactions to this campaign?
As I said, for a first-round effort, Tom has distinguished himself – #3 is my favorite as well. I’ll ask Tom about the results/reaction and see what he says.
We’ve had a much higher factor of “heard your spot on the radio” comments than normal from both customers and friends. Interestingly, when I ask what which spot they heard, women friends almost always tell me about the spot that I think fits their personality. So by golly, it works. As to how that translates into business, I will let you know.