By Jeffrey Hedquist
What’s the easiest way to get a client on the air? Put them in the commercial! What’s the quickest way to make a bad commercial? Same answer!
Unfortunately, there are very few Frank Purdues, Lee Iaccoccas, Victor Kiams or even Dave Thomases out there. The juice guys from Nantucket Nectars are exceptional. Most clients think they can pull off being great spokespersons. Most are wrong.
Are their ways you can fulfill their desire for 60 seconds of fame and still make a commercial that works? Yes.
If the owner is a great storyteller, or has an exceptional personality because he’s so outgoing, or maybe because he sounds so deadpan, or, if their name is on the letterhead, it might make sense to use them.
For Bob’s Automotive, let’s hear from Bob how he got started fixing cars at 14, about how he got his first fixer-upper before he could drive, how he ate, slept and breathed cars all his life, continues to take courses, and makes sure he hires people with the same love of cars & trucks as he has. His name is on the door. His pride can say a lot. But make it interesting.
Do an open-ended recording with him. Get him talking about himself and record lots more than you’ll ever need. Then edit like crazy into several spots. See October ‘98’s RadioHed in R.A.P. “Interview Techniques” for some suggestions.
If he can’t tell a great story, tell it for him. Just have him do the intro and outro to each spot. “Hi, I’m Bob and this is my story…” “I’m Bob, and my name is on the door at Bob’s Automotive.”
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© 2000 Hedquist Productions, Inc.