Keeping It Real

Serious issue gang. And it's simple--

What your client wants to say and what the audience wants to hear are two separate things.

And that's why radio fails for clients so many times. So stop failing. You've got to be in control of your client. Here's how-- the audience does not want to be assualted with information, and most of your clients can't wait to pack their 30 or 60 seconds full of info. So just remember--

What your client wants to say and what the auience wants to hear are two separate things.

Make this your mantra. That way, when you start discussing your client's ad content, you'll keep it real. Keep it focused on ONE IDEA. Solve ONE PROBLEM. Do that by reminding your client that the listener has no idea what's coming at them. Your CLIENT knows what the commercial says----your CLIENT knows what time it's playing. The audience doesn't. So, just blasting information at them is not going to work, and worse, will cause tune out.

What your client wants to say and what the auience wants to hear are two separate things.

Feature your client's strength and solve their immediate problem, while you keep the message simple for the audience to understand. Keep it real and it will play well for everyone.