Pay attention to the big picture

In the environmental movement, they always tell you to 'think locally, act globally'.

That message easily applies to your radio commercials---only in reverse order. Here's what I mean.

I get about 2 to 3 spots a day form salespeople who have a lot to say (rather, their client is GIVING them a lot to say). Problem is, in transmitting the info, they get bogged down in all the minute details-- details that, BTW, mean nothing to the listener. What they forget are the who/what/where's of the spot. So I might get an ad for a weekend event that includes every little item going on-- yet, the salesperson is so overwhelmed with details, they forget to mention a few minor items of importance-- namely the date/ time/ location of the event.

I'm not trying to make salespeople look bad-- I'm making a point. All too often, we're focused on the minor issues that don't mean as much as the major points of what a client has to say to their listener. It's important to look at the big picture--- make sure the details that get the listener to respond and react are there, before you start filling in one piece of information after another. And here's he key to it all, really--- remember that in most cases, that 'essential' piece of information the client gave you is going to be one line in one 30 or 60 second spot in a four unit stop set in a twelve unit hour. In other words, it's not going to be retained by the listener.

Think locally, act globally. Environmentalists want you to start small to make a big impact. In radio, I want you to get the big picture complete--- the small stuff can come later.