MY 100 WORDS--- Client safety nets

Phone number. Address. Facebook. Store  hours

Safety nets. Clients want them in their ads---usually two or more. It's  to make sure they know listeners can contact them. Makes them feel warm and cuddly. Sad part is, they do nothing.

Radio was given a gift called websites. There, a client can pack all the detail they want. Radio gets seconds with a listener---a website lets you spend HOURS. THAT'S where phone number, address and details belong.

Cluttered radio ads that make a client feel cuddly are a waste. Stop doing it. Start giving them a better chance to succeed.

MY 100 WORDS-- OK, another dialogue tip

OK, so you've vowed to eliminate names from dialogue ads. Good start. Next?

Get their attention from the first line.

At BENMARadio, we like to use sound effects. But a great opening line can do the same thing.

"He open the door and there was Michael Jordan."
"What happened to your head?"
"Seriously? A mini-skirt?"

You get six seconds, according to people paid more than us to study stuff like that. So--exchanging information in a conversation won't hold an audience. Jar their senses. Make them sweat or laugh.  Use radio for what it does best----- entertain.

More coming.

MY 100 WORDS---Using Names in Dialogue Ads

Bill, Fred, Susan-- why do you use names in dialogue ads? 

Because for those who don't write often, it makes characters 'real'. OK, subtle hint.

NO IT DOESN'T....!!! 

It makes dialogue lame and clumsy.

Writing dialogue doesn’t mean two people meet and exchange information. That's what your client wants. That's what causes tune out.

So first tip--- drop the names. It doesn’t matter who’s speaking. Names, details and price points have no place in conversation.  People don’t speak that way--- so don’t write that way. Leave that for an announcer .

"Right Fred?"

"Absolutely Dave."

Try it. You'll like it.

MY 100 WORDS----Listen

"Hey Fred. Nice car."

"Thanks Dave. I got it at Bill's Auto."
"Bill's Auto on Smith Street?"

I don't have to go further, do I? 

It’s not easy to write dialogue for radio. You have to use strong words to get humor or sales points across. 

So listen. Listen to how people speak. Listen on lines, at sporting events and at soccer games. People don't exchange information--- so don't make your characters do that.

Listen. Learn. Then write like people speak. The difference will astound you.

"Isn't that right Bill?"

"Absolutely Dave."

And stop using names...! More on that later.

MY 100 WORDS---LEARN HOW TO SAY NO

A 30 second spot. Three kids (the client’s), and an announcer. Event information. Plus, client details.

Serious.

Sometimes, salespeople think we're miracle workers. And we do get spots done that contains tons of  detail. But-- will the audience listen?

No.

Learn to say no. Solve one major issue in a spot. Because doing more, means confusing and irritating listeners--- the one thing no one, especially your client, wants to see.

Parameters? No phone numbers, addresses (websites do that). No to a dozen details. No to multiple benefits a biz has-- use one, and pound it.  

Say yes, to saying no.