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. :)