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.