Comments on: Repetition is good so it’s good to repeat ourselves http://writelife.net/2010/02/01/repetition-is-good-so-it%e2%80%99s-good-to-repeat-ourselves/ asking questions and discovering how little I know Sun, 18 Dec 2011 13:49:14 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Dan O'Day http://writelife.net/2010/02/01/repetition-is-good-so-it%e2%80%99s-good-to-repeat-ourselves/comment-page-1/#comment-42277 Dan O'Day Mon, 01 Feb 2010 18:16:44 +0000 http://writelife.net/?p=2071#comment-42277 Glad to see you explaining what so many people miss: Communication of any kind rarely is a matter of saying it once, and the message will resonate forever. The other factor you probably recall from your radio days is the one that too few radio copywriters and commercial producers think about: "Impact." The "memorability formula" is Impact X Frequency. The less impact a commercial message makes on the radio listener, the more it must be repeated if the targeted listener is to remember. On the other hand, if the message is "Your child will die at 3:00 this afternoon unless you take this action," the parent is likely to remember it long enough to take action. And getting the targeted listener to take action should be the goal of any radio campaign. (My apologies to all the parents I have offended with that illustration.) Dan O'Day Glad to see you explaining what so many people miss: Communication of any kind rarely is a matter of saying it once, and the message will resonate forever.

The other factor you probably recall from your radio days is the one that too few radio copywriters and commercial producers think about: “Impact.”

The “memorability formula” is Impact X Frequency. The less impact a commercial message makes on the radio listener, the more it must be repeated if the targeted listener is to remember.

On the other hand, if the message is “Your child will die at 3:00 this afternoon unless you take this action,” the parent is likely to remember it long enough to take action. And getting the targeted listener to take action should be the goal of any radio campaign.

(My apologies to all the parents I have offended with that illustration.)

Dan O’Day

]]> By: Dan O'Day http://writelife.net/2010/02/01/repetition-is-good-so-it%e2%80%99s-good-to-repeat-ourselves/comment-page-1/#comment-57490 Dan O'Day Mon, 01 Feb 2010 18:16:00 +0000 http://writelife.net/?p=2071#comment-57490 Glad to see you explaining what so many people miss: Communication of any kind rarely is a matter of saying it once, and the message will resonate forever. The other factor you probably recall from your radio days is the one that too few radio copywriters and commercial producers think about: "Impact." The "memorability formula" is Impact X Frequency. The less impact a commercial message makes on the radio listener, the more it must be repeated if the targeted listener is to remember. On the other hand, if the message is "Your child will die at 3:00 this afternoon unless you take this action," the parent is likely to remember it long enough to take action. And getting the targeted listener to take action should be the goal of any radio campaign. (My apologies to all the parents I have offended with that illustration.) Dan O'Day Glad to see you explaining what so many people miss: Communication of any kind rarely is a matter of saying it once, and the message will resonate forever.

The other factor you probably recall from your radio days is the one that too few radio copywriters and commercial producers think about: “Impact.”

The “memorability formula” is Impact X Frequency. The less impact a commercial message makes on the radio listener, the more it must be repeated if the targeted listener is to remember.

On the other hand, if the message is “Your child will die at 3:00 this afternoon unless you take this action,” the parent is likely to remember it long enough to take action. And getting the targeted listener to take action should be the goal of any radio campaign.

(My apologies to all the parents I have offended with that illustration.)

Dan O’Day

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