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01:03
(with all due respects to Red Sox Fans) This promo I put together a while back shows when you don't always go...
(with all due respects to Red Sox Fans) This promo I put together a while back shows when you don't always go "imaging friendly" perpetrating a promo, it can be just as risque and "in your face" as any other sports promo--as long as you can craft the bit accordingly. Even when you have to change the order of things for maximum impact.
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01:00
So your sports talk dude's perpetrated a bit. But do they know how to CRAFT a bit. The pay off of the punch line is...
So your sports talk dude's perpetrated a bit. But do they know how to CRAFT a bit. The pay off of the punch line is crucial-just like waiting on the punch line to a joke. If it disappoints, you might not want to listen to that jokester again. N/A for most "imaging friendly" promos because there's no time for set up. And without it, the punchline means nothing. But if you craft that bit as your promo, listeners are more likely to appreciate being drawn in when the punch line's finally delivered.
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01:03
Self deprecating bits are normally worth a chuckle. Especially when they're done on the fly. Gives relatability to...
Self deprecating bits are normally worth a chuckle. Especially when they're done on the fly. Gives relatability to the on air talent. But in many instances it takes time to develop. Bad if you want a quick hitting "imaging friendly" promo. But to let the bit unfold and expose all the host's foibles, the end product can be well worth the effort.
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01:03
Strippers. Now THERE'S a subject that'll grab the attention of most testosterone driven members of your talk show...
Strippers. Now THERE'S a subject that'll grab the attention of most testosterone driven members of your talk show audience. And use it as part of a sports take? All the better. "Imaging friendly" promo fodder? Probably. But when you give listeners a slice of the show rather than a circumcised fragment or two, it encapsulates what listeners might hear when they tune in to listen long form. Even short attention span junkies just might lend an ear to this type of presentation
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01:03
The content's dated but the dynamic still works. Although it's not a "hot take" it spotlights the talent of a sports...
The content's dated but the dynamic still works. Although it's not a "hot take" it spotlights the talent of a sports talk dude who can take a non related sports story and MAKE IT into a sports story. Sorry, no hot take snippets to put into an imaging friendly production piece. But it does give the fringe sports fan (there's that word again) reason to stick with the show--along with the sports fans that get it on that level
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01:03
How 'bout a sports talk radio take that talks smack on--SPORTS TALK RADIO. I doubt if this would be utilized as...
How 'bout a sports talk radio take that talks smack on--SPORTS TALK RADIO. I doubt if this would be utilized as "imagingly correct" subject matter. But, when you present it in it's entirety, the content's just as irreverent and edgy as any of the wizz-bang presentations your competitors are doing
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01:01
The unpredictability of most personalities are a great help to keep me listening. When ya don't know what to expect,...
The unpredictability of most personalities are a great help to keep me listening. When ya don't know what to expect, the tendency to hang around for the next gem lends itself to longer times tuned in. So when the sports talk dude goes off the rails on a non sports topic, ya scrap it for more imaging friendly promo content, right? Maybe that's what works for you. But my best successes were with WHOLE bits like this-totally out of left field (if they have 'em across the pond)
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01:00
This one's dated, but it illustrates a case of when your sports dude goes off the rails and goes on a pop culture...
This one's dated, but it illustrates a case of when your sports dude goes off the rails and goes on a pop culture rant--and it's good--then do a promo on it. You might start attracting those fringe sports fans in the audience who happen to be uber interested in pop culture
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01:04
Chances are a lot of your sports station listening audience are rock-n-rollers. So when your sports dude does a bit...
Chances are a lot of your sports station listening audience are rock-n-rollers. So when your sports dude does a bit on guitar riffs and not sports-why not promote it? It may be more entertaining and listener worthy than the day to day hot takes on sports
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01:06
So your UBER talented sports talk dude talks about something OTHER than sports. AND it's entertaining. So why not...
So your UBER talented sports talk dude talks about something OTHER than sports. AND it's entertaining. So why not use it in a promo? Can you tell me some guys in the audience-sports fans or not (the "nots" you wanna target, too)-WON'T relate to another guy talking about divorce?
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00:59
What's one way to make a clutter cutting radio ad? Use the element of surprise. The formula's simple. Set up a...
What's one way to make a clutter cutting radio ad? Use the element of surprise. The formula's simple. Set up a scenerio then take an unexpected turn at the end. Keeps listeners guessing while keeping them engaged.. And that keeps 'em tuned to your ad longer. Particularly with someone kooky enough to playfully focus on a business name...
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00:30
Let's see. I've counted 10 submissions from one of my "make client reads easier to listen to" campaigns. I've got...
Let's see. I've counted 10 submissions from one of my "make client reads easier to listen to" campaigns. I've got more and by now you could very well be tired of 'em. But the point, as was hammered home by an established marketing pro I worked with a while back, is pretty plain. "Good campaigns have LONG legs". That comes with working at keeping the scenarios fresh combined with a client who's wiling to roll with it because they've been presented with the possibilities of this kind of approach. (of course a lot of 'em are not. And that's OK. But you'd be surprised at the number who ARE willing to roll the dice) If they seem to break the "radio correctness" of a locally produced ad, consider this. I heard a Geico radio commercial that personalized "dust bunnies". Silly? Absolutely! But many radio station dudes are more than creative enough to come with something as "out of the box" as that. Big agencies DON'T have exclusive dibs on creativity. The different sales points/events from ad to ad already lend some variety. Keeping the campaign a tad unpredictable, yet consistent, remains in the hands of the copywriter and producer to deliver the goods to show they're working for a client who might be already hesitant to put down hard earned money for radio ad campaigns. (A pain in the butt sometimes, considering the other deadlines we're up against) And the account rep who continues to call on those clients usually bares the brunt of this reluctance. Yet, that client resistance may begin to thaw if they hear customers tell 'em they dig your station's ads when shopping at their place of business. This attached commercial was inspired by a simple utilization of theater of the mind. Nothing earth shatteringly humorous. But still working to transform that "client has to be distant" perception into one that makes them human--and relatable. (not to mention fed up with his dopey announcer)
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00:30
There are a few benefits about a client voice-based radio campaign where you coach the client's voice parts to a...
There are a few benefits about a client voice-based radio campaign where you coach the client's voice parts to a point they can EXACTLY repeat the lines you feed them. Of course, if you've been consistent with the irreverent tenor of the campaign, the client will start trusting you more as they hear how the big picture unfolds and begin to loosen up. And THIS makes it even EASIER to direct them moving forward. So then you can occasionally put them in far fetched situations previously reserved for the more talented voice actors on your staff. Putting the client in these kinds of scenarios from time to time not only keeps the legs of your campaign growing even longer, but it presents the client in even more of a fun light that listeners (and potential customers) might eventually find easier to gravitate towards...
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00:32
Another option with this whole "making the client sound relatable" campaign I've been submitting has been to make...
Another option with this whole "making the client sound relatable" campaign I've been submitting has been to make said client the voice of reason in the midst of dealing with his dopey announcer. Nothing like bursting one's bubble to keep things from going totally off the rails...
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00:33
Here's another episode in one of my "making the client sound relatable" campaign. It's interesting to turn a client...
Here's another episode in one of my "making the client sound relatable" campaign. It's interesting to turn a client into the voice of reason amidst the ramblings of an oblivious announcer. In other words--Seems safe to insist same series spots sound similarly silly in sequence--which is kinda the goal.
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00:31
It's been my experience when a client voices their own ad, breaking it into short bursts interspersed with an...
It's been my experience when a client voices their own ad, breaking it into short bursts interspersed with an announcer (in this campaign, one who's kind of a chowder head) tends to be more friendly to the ears of a casual listener. But occasionally it's good to let said client voice the whole thing. The caveat is making sure there's a fly in the ointment to keep the unpredictable campaign scenario going. In this sample I just had one voice part, which was minor. But, when you give the client palatable direction, they can pull it off and hopefully leave some members of the audience with a "sheepish" grin.
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00:30
I know Memorial Day's just past. But special sales can still be a little irreverent when you've got a client voiced...
I know Memorial Day's just past. But special sales can still be a little irreverent when you've got a client voiced ad campaign featuring the same basic elements--the client, the same dopey pain-in-the-behind announcer--then sprinkle in lots of people's favorite Memorial Day activity--a cook out.
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00:30
Sustaining long legs with a radio campaign can be a challenge. But I think it's what keeps an audience listening to...
Sustaining long legs with a radio campaign can be a challenge. But I think it's what keeps an audience listening to hear the next episode of this "client dealing with an oblivious announcer" saga. So, what's say we combine TWO potential headaches for the client. Number one, an announcer who decides to wax poetic and, number two, the same announcer who STILL can't get the client's name right...
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00:30
As we continue the continuing saga of making a client sound relatable as they contribute a voice to their radio ads,...
As we continue the continuing saga of making a client sound relatable as they contribute a voice to their radio ads, I find that the announcer getting the client's name wrong can be a hook that's got some legs to it and can be applied to numerous situations--even those that, if for just a fleeting moment, get the client's name right...
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00:30
I know it's probably been done before, but I had to try it. "It" being the announcer getting a client's name wrong...
I know it's probably been done before, but I had to try it. "It" being the announcer getting a client's name wrong in the very ad they're voicing. This kind of playful deprecation, I think, not only helps listeners remember the client's name but also sheds a little light on said client as someone with a sense of humor. But since the sale info talked about things like family and holidays, I had to throw In a curve. So in this installment from one of my "making the client sound relatable" campaigns I added a female voice to the mix. Keeps the pressure off the client with short, punchy lines-yet continuing to play on the lack of trust the client has in the announcer's ability (or willingness) to get it right. Oh, did I mention this client only had the budget for 30's? Even more fun...
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