30 seconds with Sinkers #4

Peter Sinclair - ARN

Peter Sinclair is the ARN Sydney Creative Director, 21 years Industry experience, over 70 National and International Radio Awards.

30 seconds with Sinkers #4

“I want my ad to sound like Harvey Norman’s.”

There’s many a Radio copywriter who’s heard this from a client.  And I can understand the client’s thinking – because Harvey Norman ads definitely work.

But how they sound has very little to do with it.

Forget the shouting, Harvey Norman ads have a compelling message – some variation on “come in, buy whatever you like, and pay nothing for years”.

So next time a client asks for an ad that sounds like Harvey Norman’s, politely enquire if they have an offer as good as Harvey Norman’s.

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