Try This Writing Exercise

(Quick note regarding last week's 'Colonoscopy.." blog. If you think I was exaggerating, a few days after I posted the blog we did a Valentine's Day spot for a client whose notes to the AE read, in part, "forget all the usual Valentine's Day gifts this year guys. Get her a gift that lasts-- a remote starter or heated seats.." Life is always funnier than fiction....MM)

Try this writing exercise----take a moment with a good friend, a spouse or even a co-worker. Spend 60 seconds talking to them about something you're both passionate about. Watch them carefully---watch how their attention wavers, how they reach a point where they tune the info out. Do this, observe, learn and you're starting to understand your listener a lot better.

Many times, salespeople question copy we send them. They're not sure whey we choose to eliminate information the client gives them, or why we choose the idea we do. The answer always lies with the listener. Targeting information and keeping the spot clean and simple is one aspect of making a client's spot more effective and impactful. However, that's for another discussion.

Here, let's focus on the reality of a 30 or 60 second spot. We realize that being third or fourth in a stop set is a nightmare for clients--- so we use this as a working model for developing creative. How do you bring an audience into your world when you're third of fourth, or even deeper in a stop set? Well, you start by understanding the first 5 to 7 seconds are crucial.

If you use the exercise I mentioned, in the beginning, you see your subject very involved in what you're saying. After the first 10 to 15 seconds, they begin to lose interest. Unless you do something to bring them back, you're going to lose them, along with your chance to make an impact. That's why, with BENMAR scripts, you'll find them structured to grab attention, and then reinforce attention throughout, using different creative methods.

Of course, you're using people who would naturally be interested in what you're going to talk about. On the air, that's not always so. Listeners are a diverse group, so grabbing them and holding them becomes even more difficult. Someone who knows you will open their mind and listen--- a listener hearing a radio ad isn't so forgiving. So that's why this model is so important for you to experience, and to see how your subject responds.

It's not rocket science and there's no formula to follow. But the more you understand how the listener listens, where they're going to pay attention and where they're not, the better you can acquire information, the more knowledgeable you can be discussing ideas with your client, and in the end, the more positive effect you can make for them, for their money.

Yes, there is a method to the madness. Try this and see what we mean.

Create A Sound for Each Client

It's not as hard as it sounds-- and it will help make your ads stronger and more memorable, thus becoming more successful. It's one of the main building blocks we use at BENMAR, and have for the better part of 25 years.

Creating a sound is the same principle agencies use when they create jingles, or campaigns. Find music, find a voice (or voices) or find a style for each client. That way, if you have five furniture stores on the air at the same time, one doesn't sound like the other. Otherwise, the tendency is to listen to the client, do what they're comfortable with, and blend in to the rest of the spots competing for the listener's ear.

Don't underestimate that last idea BTW---getting through to a client can be hard. I work with a station that has two furniture stores in the same market (small/med), owned by the same people. And though they appeal to the same demographics, they want the same style of commercial for each, right down to the same sales points and information. They just can't get it though their heads that instead of making an impact, all they're doing is confusing the listener. And then,of course, they blame radio for not delivering the results they expected.

A sound can just be a consistent voice. It can be a music bed you use for a client all the time. But you need to be thinking in that vein for every client, because THAT'S a big part of what's going to determine the client's success further down the road. The recognition factor for spots is very important-- again, it's why agencies spend a fortune on jingles they plan to use for 10 years. When a listener can recognize a client within the first three to five seconds of hearing an ad, and all simply by the sound of the ad, you've won the battle for top of mind awareness. And in many cases, that's all the client is trying to achieve.

Clients don't like to leave their comfort zones, so be gentle. But make sure each client you pitch has an idea and a hook. The easy way to get that done? Why, of course-- call on us. We understand this aspect of the client/sales relationship better than anyone in the creative business. We can help you help your client achieve greater success, and, in turn, increase their bottom line---and all without a huge, expensive ad agency and budget.

Colonoscopy--the Gift That Keeps on Giving

"Want to give a truly special gift this year for Valentine's Day? Give the gift of a Colonoscopy."

I've just finished creating a Valentine's Day spot for a carpet cleaning service because, I don't know about you, but nothing says romance to me like a clean carpet. Which brings me to my latest rant----

It's time to stop the silliness in copy, trying to force a link for clients who have no direct connection to an event or theme.

That means all the clients who sponsor sporting events who want to use sports tie-in's (i.e., 'it's time to kick off savings', or '....helps you hit a home run.."). It means those who want to tie together a Valentine's Day connection where the really isn't one (ex: heating and air conditioning) like they do to Easter or President's Day. What all that leaves you with, is an ad like this for Mother's Day:

"Hey-- Fred's House of Guns wants to reminds all you pistol packin' mama's that Fred's is taking 30% off all handguns for Mom's special day..."

It's getting silly, it's getting out of hand, and for the listener, it's getting to be a joke. If your client seriously wants to link to a special occasion that doesn't really fit them, do it in subtle, yet effective way. Resist the temptation to use words or alliteration that would be best saved for other types of businesses.

So, if the Colonoscopy Center of the West wants to run a special deal for someone you love on Valentine's Day, emphasize the health aspect of having a test done, as opposed to doing anything involving flowers, Cupid, candies or arrows. If you want your client to be taken seriously, explain to them that they have to act with a little more dignity. Otherwise, just go for the full slapstick effect and hope for the best. And, as always with humor, that can be a crap shoot (please pardon the cheap pun).

So please---- work with your client when it comes to trying to tie their product or service to an event or occasion---especially if you can see that it's a huge stretch to do so. Trying to tie together elements that don't fit will only leave you feeling like those who go through a colonoscopy---if you get my drift.

What if Everything in Life Was Like Radio

So many times a salesperson will send us something the client has created and it's accompanied with the words, "here's an idea I started. See what you can do with it,' or "I wrote this but it needs to be punched up. See what you can do.' The idea is, here's what been created. The client thinks it's great, but it needs help. Now you go ahead and see if you can make it better.

OK, so let's take that line of thought out of radio for a moment and transfer it to real life. Imagine it happening while building a bridge:

V1 Here you go Johnston. I got the bridge started----you take it from here and see if you can improve it."

Imagine it during an operation:

V1 OK McKenzie, I started this gall bladder surgery. Here's my idea for what I think we should do. Why don't you go ahead and see if you can't improve it or finish it up.."

This one intrigues me:

V1 OK sis, listen I got the date started. I'm turning him over to you-- see what you can do with it."

In a lot of ways, it reminds me of the recent Holiday Inn Express TV commercials, where someone is in a situation and acts like an expert, but when confronted as to whether they're an expert, simply replies, 'No, I just stayed at a Holiday Inn Express last night.' That was enough to make them as smart as the experts.

Seriously-- outside of what your client wants to accomplish, what do they know about radio? About entertaining? About transmitting their message so it reaches out and penetrates the audience? The most difficult idea of all is, 'here's what the client wrote---- see if you can improve it,' is simply belittling your own industry.

We at BENMARadio have a better idea which works to both educate and satisfy your client, and make them understand how much work actually goes into their message. Hook them up with your creative team (if you have one). Have them discuss their ideas and wishes directly with the people who'll be responsible for making something happen on the air. Chances are they'll appreciate the chance to talk to your pros and thus,they'll get a better feel of what's expected and why it's not a simple task to just write something that can be improved upon. It will open many eyes to just how important the message is, and how, ideas can be like navels--- everyone has one, but not every idea is right for accomplishing the goal.It takes more than just a good idea to make a radio ad work.

OK, so now I've gotten you started with this blog idea regarding client's idea and radio copy. Now, you take it from here. :)

What About the Listener?

When you're working with a client, getting them excited about their spot, you're both thinking about how to transmit their message in the most effective way possible. YOU know what they want to say; YOUR CLIENT knows what they want the audience to hear. And many times, when you fly without a copywriter or a production director, you become very client-centered---meaning you worry only about how the client likes the spot.

But what about the listener? Have you ever thought about how your listener, listens?Here's an idea to consider.

Most times, listeners come to a radio station as an escape. News, talk, music--whatever. The listener doesn't want to work---they want to be entertained. Well, here you come with as client centered spot, that includes all the details your client wants and even uses the creative style that was agreed upon. And what happens? You put the listener to work---and they immediately tune you out.

Too much information, too much shouting, too many ideas and numbers and addresses you're trying to get them to remember----it all works to say to the listener,' hey, pay attention to all this.' They don't want to----remember, they want entertainment and expect the same out of their commercial breaks(stop set). Plus, if you're not positioned first in the stop set, they may have already endured 2,3,4 spots before your client's message arrives.

So again, if your spot makes them work, they tune it out. And that means opportunities get lost again and again. If your spot informs simply, or entertains using a simple concept and idea, you've got them. Then, it's frequency that will carry the day.

Keep this in mind when working with your client and acquiring information. You have to target one idea and one problem per spot. Transmit that information to your creative team, or to us. Use the KISS method (Keep It Simple Sister)of creating radio spots, and you'll keep your listeners through the stop sets longer and be more effective when the stop sets come on. Remind your client, sure it's about their product or service, but in the end, it's about engaging the listener.