The R.A.P. Q It Up panel weighs on on this Q: What skills do you think are most important when it comes to cranking out great imaging production?  Is it knowing your DAW inside and out? Knowledge of the latest and greatest plug-ins? Ability to beat-mix like the best in the biz? Copywriting skills? Knowing your audience? And what recommendations would you have to nurture those assets?

When writing your next commercial script, it’s important to keep the following things in mind – before your pen touches the pad (or your fingers touch the keyboard):

The newest and hottest marketing buzzword is ‘tra-digital’, and digital (r)e-tailers and marketers had better watch out as traditional forms of media are being used in clever and far better ways to market to people as they walk or drive past a location.

Who’s your favorite character? What character do you know well enough to write from their point of view?

1) Keep it simple; 2) Be Your Audience; 3) Know Your Client's Business; 4) If Your Client Is Your Radio Station, See Number 3; 5) Check Your Ego at The Door

I’m usually not at a loss for words, as you might imagine, so today’s script struggle took me by surprise. The request was straightforward, I had all the background on the client I could ever want, and the “must have” information already took up a good :15 of :30… cakewalk, right? Today, not so much.