Roadrunner Used to Drop an Anvil off a Cliff.......

.....that's how he got Wiley Coyote's attention. In essence, it's how your client needs to view their radio commercial.

Too many times, clients look at 30 or 60 seconds and think, OMG, I have so much to say in so little time. And they start as soon as the spot unfolds, whether it's first or last in a stop set, whether it's a sponsorship or just a stand alone spot. And one of the hidden reasons why 90% of most ads are forgettable is--- well, they're written to be forgettable.

So from now on, I want you to think about radio copy in the following manner: think about the idea that a best friend has been able to arrange for you to not only meet the dream hunk or babe of your life----that dream hunk or babe is ACTUALLY INTERESTED in you. That means you have a chance---a chance at ONE DATE. BUT----that one date could lead to another and another and pretty soon-- well, you could be looking at being Mister or Miz Dream Hunk or Dream Babe. We're talking till death do us part, not just Mister or Miz Right-For-A-Few-Months. But here's the hitch-- you only get 60 SECONDS to get their attention and interest them enough to want to know more. It's a singles bar on steroids approach. If you don't make an immediate impression---the remaining 50 seconds is a waste of time. This is what it's like on the air.

Let's take it further----I have just a few seconds to get Shania Twain interested in me. I have to do with words---nothing else. Do you think I'm going to start out with something like---

'Shania, I'd like to talk to you about me. Because I really like you and I know you could really like me, and I'm a great choice for you for so many reasons. Let me just talk about a few of them,OK..?'


Get it..? Yet so many do the same thing in their radio ads. They open with questions like-- Are you looking for a good used car..? OR---We're ready to offer you something amazing... No,no,no,no,no-- THIS IS YOUR DREAM DATE. Hit them with something funny, witty, mind boggling, earth shattering. Make their palms sweat, make them squirm, laugh, shake their heads--even make their eyes bug out of their heads like a Warner Brothers cartoon character. Hit them right over the head with the anvil. Then, once you've got their attention, drive home the point you're trying to make. One point. If they're interested, they'll call, visit, go online--whatever you want them to do. And then, you have A LOT MORE TIME to fill them in on how good you are-- JUST LIKE YOU WOULD ON A FIRST DATE.

To find a great anvil, log onto www.acme.com. Or visit us at www.benmaradio.net-- we do great anvil too.

LIVING IN THE 50'S

Radio is like a time machine. All you have to do is tune in and you can be whisked back to say, the 1950's. It's no always the format or the air personalities either----most times, it's the radio ads that go back in time.

Listen to how most situational(or slice of life as clients love to call them) radio spots, written at the local level, sound. Let's use a restaurant as our example:

V1 Hey Jim how are you doing..
V2 Great Bill..How's the family..?
V1 Fine.. Say you look like you've lost a few pounds.. Is Susan starving you out..? (LAUGHS)
V2 No. We've just been going to Fred's House of Health and enjoying their healthy new menu.
V1 Healthy new menu..?
V2 Yeah. Now Fred's features bean sprout burgers, vegetable wraps, organic soups and great fresh salads.
V1 I love salads..
V2 You should try their Garden salad, made with fresh romaine and bin lettuce, vine ripened tomatoes, farm fresh cucumbers and carrots, then topped with one of their homemade organic dressings..
V1 Wow. Sounds delicious..My mouth is watering already. Where are they located..?
V2 Just behind Karen's Clip Joint on West Wabash...Hey-- try their meatless Tuesday menu--- you'll love it..
V1 Thanks. Glad I ran into you..

Anyone cringing yet?

This happens every day, in every market. I know, because I listen to them on the air here in Denver, and am asked to 'spruce up" some versions when they're sent through as an order from another market.

Please---- step away from the 50's, 60's and 70's. Situational radio spots are not meant to just have two people who 'meet' on the street or anywhere else exchanging information. It's supposed to draw you into the situation,so you buy into the skit-- then, get the message delivered. And the message must be simple, and direct---not a list of ideas the client wants to pack into an ad.

Here's what we mean, thanks to Colorado Broadcast Hall of Famer Fred Arthur. Just copy and paste the link:

http://www.broadcastprofessionals.net/mp3/skyline_dodge.mp3

The 1950's were tough enough to live through once. Let's not do it again, unless it's to listen to the music.

What's so special, about specializing?

Every day, we get copy points from sales exec's that tell us how their client specializes in something. Examples:

'We specialize in styling, cuts, perms, braids and facials...'
'Doctor Smith specializes in laser hair removal, botox, chemical peels and microdermabrasion...'

I'm sorry but this is a particularly irritating point with me (sort of like playing baseball on artificial grass). Specializing means you do one thing very well. One. Not two, not three, not twenty. One. When you talk about specializing, you're talking about being exceptional at one skill. You can't specialize in a dozen things--otherwise, it's not specializing.

In other words, at BENMARadio, we specialize in writing radio copy. It's something we've been exceptional at for 25 years. We don't 'also' specialize in print ads, TV copy, Google and Facebook ads. It doesn't mean we don't do them-- it means, we're not specializing in them. Big difference.

If you want to highlight the skill set of a person or business, you can--- just try to stay away from a laundry list of items they perform every day as part of their business. Clients want to stand out in the listener's ear, so they use the term 'specializing' to describe what they do every day. But lumping ordinary skills or services all under 'specializing' begins to turn your client's message into a sham. It won't resonate with the listener, who eventually will dismiss them. To make an impact, draw attention to important points one at a time, clearly defining them, so the listener understands what's outstanding about each.

Special should mean special---not just 'and there's more'.

Is It Important?

One of the first questions I'm asked when I start working one on one with a sales exec is, "How do I know what information is important, and which is not..?" And the answer is, it's simple.

Really.

No fooling.

It's simple because I learned a long time ago the bulk of a client's details--probably 90% or more that makes its way into a radio ad---- doesn't really need to be there. Want proof? OK-- how about the continually annoying 'we have the freshest and finest food'. Or the 'our friendly and knowledgeable staff is here to help', Then, there's such gems as 'just ask us any question and we'll be happy to answer it' or the ever-popular complete directions from anywhere within 50 miles. And it's not just about eliminating cliches, which may be what you're thinking. It's fluff of all type that explodes a local 30 or 60.

It's not the clients fault-- really. They see 30 or 60 seconds and to them, it's an eternity, a chance to say everything they ever wanted to say to a rapt listening audience. The truth would break their heart--- that no one listens that intently and radio can only deliver on one idea per 30 or 60 second ad.

So here's the BENMAR method for cleaning up your ad to make it more effective---- stand the information alone. Take the item or detail and read it aloud, by itself. If it doesn't make you RESPOND--- it doesn't belong in the ad. Period. No exceptions. If it doesn't cause you to want to go further and find out more, it has nothing to do being in a radio spot.

Clients will rebel. After all, they're paying for the time-- they hate being told to take things out. But that's because usually, sales exec's don't have a cogent reason for removing details from the spot, other than telling clients they shouldn't 'clutter' an ad. 'Why..?" a client asks. "It's not a good idea', is the standard reply. Now you KNOW why (which makes a HUGE difference to your client)-- because information doesn't do anything for the listener. We need to make an impact in a way that causes them to respond----and response often leads to sales once they're in the store or checking out the service.

Is it important..? Stand it by itself. This is such a valuable tool when improving the sound of your spots and the success of your client's advertising. Remember, we're in a daily battle for the hearts and minds of your clients and their advertising budget. Let's win.

Giving Thanks

I'd like to give thanks to Dick Orkin, Bert Berdis, Chuck Blore, Stan Freberg and Fred Arthur--- for the inspiration, the lessons, the creative genius and the guts to take risks and break new ground so others who follow can do the same.

I want to thank every single radio Account Exec who, every day, despite all odds, straps it on and goes out in the field to show people that radio still blows away any advertising medium.

I want to thank the talent I have worked with this year, who always make me look good and never disappoint.

I want to thank our writers and creators, who, are just the best.

I want to thank our clients, for making us a part of their team and allowing us to help be a part of the success story they write every day. May we continue to partner and together, and go on to write even greater success stories.

Finally, I want to thank G-d for allowing us all to reach his day, and for providing a bounty that always makes me humble. May He continue to bless you and allow us all to enjoy the best life has to offer, every day.

OWN IT

I was driving home from car pool today when I heard an ad for a secondary auto dealer(used cars). What was the message? Great selection, friendly sales staff--oh, and we have great financing too.

Yawn. Another ad just begging to be tuned out. But only because the salesperson who signed them and the person who wrote it (maybe one and the same, perhaps?) didn't take time to think about ownership. Not of a car or truck-- of the airwaves.

When you're working with a client, at some point in the conversation, no matter what business or service they happen to be in, you need to talk ownership. In other words, what segment of the market does that client want to OWN. What do they want to stake out as their (yeah, here it comes) USP.

As I've taught, USP (Unique Selling Proposition) was not developed for radio, so it's hard to apply the principle most of the time. But an offshoot of it IS ownership-- and that's VERY legit in the radio biz. You don't have to actually HAVE a singular or original selling point, mind you---- that car dealer I heard this morning didn't. As an after thought, they mentioned financing, as if a five second mention in the middle of a six unit stop set in the middle of a 14 unit hour in the middle of a 200 plus unit day was going to get people to notice.

But what if that car dealer had decided to make financing THEIR THING? What if they wanted to OWN that market? They could. Their spot could talk a little about who they are and what they offer, but then concentrate and motivate based on their great financing. That message could be built into TOMA that made them, the number one resource for secondary car buying and financing.

Once you create ownership of a topic, service or idea, everyone else in that industry and market ends up playing 'me too' trying to catch up. And that's the point-- even a client who doesn't do anything special to stand out, CAN stand out if they decide to create ownership of a certain segment of their business. Grant you, everything doesn't always lend itself well to ownership. You can't have better ketchup than any other restaurant (although...)---but the fact is, start thinking about it and you begin to see new ways to establish better response for your client, and a more dominant advertising effect for their dollar. It cements radio as the primary media resource for them, and helps increase your credibility, along with your bottom line.

OWN the message. OWN your client.

BALONEY

Not the kind you eat. The kind you swallow from clients every day.

"I don't have the budget to advertise.."
"I'm not doing anything for a while..."
"Times are tough--- I can't spend money right now."
"I'm looking at other options.."

How does this relate to your creative? Completely. Stay with me.

The client answers above are real and pure, 100% baloney, especially when they tell you they don't have a budget. What they're really saying is they don't see the value you bring them, and this relates 100% back to the message you put on the air.

No matter what you've been told, the on-air message has everything to do with whether a client stays a client. You have to identify the key problem or issue---one, not five. Then, the spot has to solve that one problem. So-- if you're client is an appliance store, don't try to get your audience to buy microwaves or dishwashers when the client needs to move refrigerators. Same with a clothing store--no need to list everything they sell if they want to increase sales of men's suits. Hit the suits-- the rest is left to the client for when the people visit their store.

What what happens next is simple and beautiful---targeted response goes way up, and product revenue spikes. That's what you concentrate on when you revisit the client to determine their next flight. Now, you're speaking the client's language.

What language is that? Sales. Profit. THIS IS KEY----your client evaluates the products they carry based on how they sell. Poor selling items are dropped from the shelves, no matter how much they like their sales rep. They choose their budget items based on what brings them the highest profit ratio. Same with their advertising--- if you can't prove you make them money, you'll be dropped faster than someone de-friending you on Facebook for saying their sister is ugly. To make yourself essential, YOU MUST be accountable.

That's why, their excuses are baloney. They're just trying to say they don't value you, because your service doesn't show how you make them money. And the seduction of new media is, they promise to do what you're not---show the direct link between dollar spent, and dollar earned.

Stop eating the baloney. No matter how many excuses you have to swallow, there's always one answer----NO. No, I don't accept that. No, I'd like you to listen. Then, use us. We'll show how to deliver the meat and potatoes your client really craves.

A GREAT IDEA OR THE RIGHT IDEA

Many who have written spots over the years will tell you that the best way to sell radio to clients is to stop in with good ideas. If you bring a client an idea, chances are they'll like it or can work with it. And once you open the dialogue, you can close the deal. In theory not a bad idea. In practice, not so much.

In reality, it's all about the bottom line. So while a client may love a great idea initially and buy it, unless their expectations are met (they sell more widgets because that's their goal), a great idea will only go so far. Eventually, the client drops you('don't have the budget'), and YOU'RE back to chasing clients to build and replentish your roster.

We prefer to choose the right idea, which is why with us, you're always required to target the client's expectations. If their expectations aren't met, they're going to stop listening to your 'good ideas' after a while. But when your idea is the right idea, and it creates sales and builds their traffic and revenue, you have a winner.

Here's an example:

A clothing store wants to sell men's suits. So you get the idea of creating a two voice interview with a caveman, who talks about what life was like running from dinosaurs before clothing was invented clothing. Cute idea, but it's not centered around men's suits. Therefore, when the audience hears it, it may make them laugh, giggle or just smile. But will they remember the client's name? Possibly. Will the understand WHY they're supposed to remember it and act? No. It was a great idea that didn't target the client's expectations. And nothing will send a client packing faster than disappointing results.

THE RIGHT IDEA would be to take that same interview and make it about creating the first men's suit. NOW, you're targeted the client's problem, and their need to reach people who are ready to buy. Now, the spot can be funny, creative and truly effective. Response will be stronger and more targeted, and the client can better quantify results.

So that's why we always say, ideas are like navels-- everyone has one. A Great idea? There are a lot of them out there that die on the vine because they don't accomplish the goal of meeting the client's expectations. At BENMAR, we understand you need to have the RIGHT idea. So turn to us for ideas that are right for your client, and their expectations, every day.

$5000 (SFX: SNAP OF FINGERS) ---JUST LIKE THAT

This past Thursday, I was just finishing up some adjustments to our website when I got a call from one of our salespeople. She had requested copy for a very particular auto dealer the week before.



"I need this account," she said last week. "This is a big client and they're looking for something new and fresh. Can you help me?"



We delivered , then didn't hear anything. Today, she called to tell us that the scripts results in a $5000 buy. Not only that---
----'they LOVED them. We're going to be doing a lot more for them," she excitedly repeated again and again.



A call like that makes our day. But it's because we're part of her team. She trusted our judgment, took our scripts, had them produced, went in, pitched and won the day. We'd love to do the same thing for you right now. Can we help you close some business today? With BENMARadio, it's as simple (SFX: SNAP OF FINGERS) as that.

SAY GOODBYE TO PASSWORDS

OK, couple of minor changes I need to make those of you in BENMARLand aware of.

First, the form. The Client Information Sheet now allows you to attach files to your orders. So-- for those frustrated all these years at not being able to attach items you felt were important to your request, look to the last section of the form and attach away. Please make sure it's a Word Doc ( preferable a Word Doc 97-2003 compatible) or an Adobe (pdf).

Second, the website. Two changes-- one minor, one sorta major. Minor change is now, you can see overall copy status for the day located in the upper left hand corner. If you're expecting copy, check the website and see if we're on time or having a delivery issue.

Major change..? SAY GOODBYE TO PASSWORDS...!! If you enjoy using the password oriented Client Info Sheet at www.benmarcis.com, by all means continue. But for anyone who wants to rid their life of one more user name and password, the Client Info Sheet link on our web page will get you there. Just click on the 'Go' button, and you're connected to the non-password version. It's everything you're already comfortable with, with a few new changes and no password. Ahhh, progress.

We'll talk more about copy later this week. For now, let us know how you like the changes.

Let me Eat Already (Second Helping)

I originally published this take last year. I thought it was worth repeating here. See if this doesn't hit home.---MM

I love prime rib. You tell me your restaurant has sensational prime rib, and I'm ready to try it.

So you put a prime rib in front of me, hot and juicy. The aroma is sensational, my mouth is watering. I'm just about to carve into it when you stop me ---and start telling me to look around at how nicely you decorated your restaurant. I agree and get another whiff of the rib. I want to eat---but you stop me again and remind me that I should come back during the week because you have special deals going on. I nod my head frantically wanting my prime rib----instead, you take it away from me COMPLETELY and begin to babble on about your meat loaf and how high the quality is and I should try the soup sometime and maybe a salad----finally, you tell me I should check your website for coupons for the late night menu. My prime rib is long gone. I drop my fork and knife. I get up. I leave. You chase after me, shouting your address and phone number. I have taken note of none of it and have already forgotten why I stopped by in the first place.

This is an example of the way most of your clients radio ads are built, and what they DO to the listener. It's what sales trainers refer to as, 'show up and throw up'. They have no center, no way to grab a listener who is READY to respond to one aspect of their business (in this case, the prime rib). Instead, they want to tell you everything about what they do. Spots like that don't work----they hurt your client, they hurt you, they waste money and air time.

Instead, follow this simple formula and your spots will instantly become cleaner, and more effective:

Identify the problem.
Solve the problem.

This scares the client. To not fill an ad full of information is an uncomfortable feeling. But repeat this mantra to them, and yourself:

Identify the problem.
Solve the problem.

I understand--limited budgets present issues. Clients want a big bang for their buck. But you have to deliver an ad the way people listen to ads. And they don't hang on every word--- they absorb concepts, ideas, and names. Find a problem--one problem. Solve that problem. Once the client sees you do that, they'll be more open to spend more for the other aspects of their business. 'Show up and throw up' ads mean the listener ends up dazed, confused and apathetic. And that means, you lose.

Get my attention. Sell me the prime rib. Let me eat already. If I like it, I'll be back for more. Period.

I CAN'T keep this to myself anymore

I know, I know, I know, I know-----I know I shouldn't talk about this till Tuesday and PR is GOING TO KILL ME. But I can't help it-- this is so cool. BENMARadio 30 PLUS blows away anything we've ever done before because it means, you close a deal in one visit, in one day. I can't talk about it now-- PR will truly have my melons in a grinder if I do. Just watch your emails on Tuesday-- it's gonna blow you away...

Changes

Wow, have the last four months been a whirlwind here. I can't believe how many changes we've made. Let's catch up.

Our new website is www.benmaradio.net. Our old one, benmaradio.com will be operative until around October. But you want to stay on benmaradio.net for all your info and for details on BENMARadio.

At benmaradio.net, you will find two ways to submit a Client Info Sheet. Choose the traditional password driven way and just click the 'Go' button next to Client Info Sheet on the top left of the website. If you need a back-up, if the password driven one fails or you just like using a non-password version more, click on the 'Go' button to the right of the logo for the Non-Password Client Info Sheet.

We also created a Mobile CIS Form that smartphone and iPhone users can connect with. Just log onto m.benmaradio.net from your phone and it's yours.

Finally, July 5th we are going to announce BENMARadio 30 PLUS, the program that combines instant custom copy (returned in 30 minutes or less) with major market production in as a little as one hour. Close your deal in one meeting---think about the doors THAT opens for you.

More coming. Thanks for stopping by.

NEW WEBSITE

I'm geeked by technology. Don't understand ANY OF IT mind you, but I'm geeked by it. That's why I just want to spend a moment talking about our new website.

It's been designed for ultimate ease for those who want info. For the rest of you who are already BENMARadio players, more good news. A new website, BENMARCIS.COM, debuts May 1 with a new Client Info Sheet and a better, more user-friendly format. All in all, big steps forward. Again.

Kick the tires, and PLEASE--send feedback. The more who use it and help us work out the bugs, the better.

Thank you. Next project..? Celebrating 25 years starting October 1. And our 100,000th script is fast approaching as well.

Wearing the clown suit

Did your client dress you in a clown suit today?

One of our AE's sent us a laundry list of items that was truly comical. In the request for copy was a desire for three different themes for two spots, using multiple talent and offering no less than nine separate ideas to be transmitted in 30seconds. We needed to come up with two completely different ideas, they should hook the listener in the first five seconds, they should have a male driving the spot but also have a female presence---and they needed to flow.

That all?

I love challenges. Challenges are what make radio exciting and fresh. But when a client tries to dress you in a clown suit because they know you need the buy, it's difficult. The conversation would normally go like this, V1 being the client, V2 being the AE..

V1 What are you doing...?
V2 Juggling chainsaws..
V1 OK, that's good, but-- I'd like to see you do it blindfolded..
V2 OK..
V1 Left handed only..
V2 Uhh, all right..
V1 On one leg..
V2 Fine...
V1 While you're running in a circle..
V2 Uh-huh...
V1 While singing Lady Gaga
(V2 starts singing Lady Gaga)

When do you finally say 'no'..? It's one of the reasons we always tell our AE's go in to a meeting as the expert. If you worry about what a client likes or dislikes, or you ask a client what they want their ad to say, you're just gunning for trouble-- trouble that will eventually lead, in more cases than you'd think, to you having to do things so incredibly harmful to you, your client and your station, that you'd laugh at all of it if it wasn't YOU in the middle.

So as I said, I love challenges. But what I described above wasn't a challenge. It was a client piling on, trying to exert power. Either than, or it was just plain, old fashioned ignorance, compounded by an AE who needed the buy, and thus, was in no position to risk a 'no' or a 'let me see if your competition will do this.'

So what's the solution? Well, I always go back to establishing yourself as the expert. From the start, you have to make the client realize just because they LISTEN to the radio, that doesn't make them an expert in radio advertising. You're the expert--act that way. Eliminate phrases like 'what do you think?' and 'do you like the spot?' Say goodbye to 'tell me about your business.' Being an expert means being able to target the client's main problem, and isolate their expectations of what they want from their buy.

But if that's long gone, make sure you do one thing---focus. As my wife loved to say, in sales, there is no benefit to the 'show up and throw up' method. So tactfully explain, packing all that info into a 30 second ad is not doing anyone any good. Grab a focus, lean on it, let it be what drives your commercial-- then, when the potential customer has shown up, you have as much time as you want to tell them the rest of the story.

In radio, we get 30 or 60 seconds. It's meant to serve the purpose of allowing the potential customer's imagination to drive them to the client or service. Try to do more, and you'll end up doing less.

No one in radio looks good dressed in the clown suit. I know-- I've had my share of clown adventures. The worst one occurred in 1992, with a big independent client my partner and I were working with. We presented a commercial to him, to which, after thoughtfully stroking his chin for some 40 seconds, he replied, "you have inspired me, to participate." No more ominous words were ever spoken in a creative meeting. A burned out hippie-intellectual forced to do the corporate thing, he proceeded to get so involved, that he literally changed one of the lines in a spot from 'you're just whistling Dixie', to 'you're just whistling Beowolf,' a change that not only baffled us-- it baffled anyone who listened. Needless to say, we parted ways soon after.

And THAT'S the truly infuriating part. Putting on the clown suit didn't do us a lick of good. It never does. So let's make a deal today---put the clown suit away. Forever. It doesn't become you.