Radio spots. TV ads. PSAs. Thirties. Sixties. What am I selling? Residential mortgages? Auto insurance? Bonds? Let's talk the truth. Let's talk from experience.
As a voiceover professional, I've got to read the copy I am given, and if I cannot buy it, how can I convince the listener to buy it? Who am I to say? Well, I might be your customer. I might know your competition. I might know your industry. My method is to speak from experience.
Want a good mortgage broker? Find one who is not an idiot. And not disorganized. And respectful of your personal history and your financial sensitivities. And responsive, whenever, however.
Car insurance? It's not breakfast cereal. You want it to protect you. You want it to work. Period. Otherwise, you don't want to think about it. You want a smooth, low-stress and speedy claims process. You want a personable agent who grew up in the Midwest and speaks English.
Bonds? Do not give me grandpa and a nostalgic field of dreams. Give me a broker who knows the score. Who knows how to parse Fed pronouncements and knows how bondholders get burned.
O.K. I'll shut up, now. So, tell me again. What am I selling?