Larry

I'm not here to pick on all Larry's. I just happened to meet a 'Larry' just like the one I'm going to feature and can't resist using the name. My apologies to any Larry's this profile doesn't fit. My sympathies to those that it does.

Every seminar I've ever done, whether it be at RAB, a broadcast group or for a cluster that was kind enough to invite me in to speak, there's always a Larry. He invariably he finds me right after I've spoken about the relationship between copy, creative and sales.

Now he begins a conversation, usually about something that has nothing to do with radio. Next, when he thinks he's disarmed me, he puts his arm around me, so now we're 'guy bonding', and begins to tell me about his life in radio. He tells me about his success stories, about how he loves the industry because he gets to work so closely with clients and how it allows him to use his creativity to help them succeed. He knows I'll understand--- we creative guys think alike.

He says he likes what I said in the seminar--- but he has his own way with clients, and it works so, he probably won't be needing our services much, if at all. He pats me on the shoulder for a final 'bonding' moment, smiles, shoots an imaginary finger gun at me, and he's gone. He has retained nothing of what I spoke about-- probably was busy figuring commissions during my talk. He has his way of doing things, and nothing, save the apocalypse, is going to change that..

Understand something-- at BENMAR, we're not here to change the way you think, work or create success. What we do is take the creative out of your way so you can concentrate on other money-making matters. Perhaps, using 25 years of experience, we can help your client's message get a fresh new feel, look and success of it's own. That's what we do. And trust me, the elements we build into a radio ad--even if you don't notice or recognize them-- are there for the sole purpose of creating success.

We're not here to challenge you or change your world. We're not here to tell you you're wrong or right. We offer a tool--and like any good builder, you should keep us in your tool box and use us to help you complete your task as smoothly as possible.

Experience counts. So do results. So don't  'Larry' yourself into a position where you create boundaries and limits because you think you know it all. We don't. You don't either. So let's work together, to bring out the best in each other, and the best in your cluster's air sound.