There’s always someone who waits until it’s all over, and then they say:

“I wish I had known!”

Bottom Line: Today at 8PM Eastern / 5PM Pacific I’m co-hosting a webinar with a friend of mine who:

• Now spends all his time developing iPhone apps (having left behind a successful marketing career)
• Doesn’t know anything about computer programming
• Loves what he does
• Has had his apps downloaded more than 4 million times

In this free webinar, he will:

•  Show you how you can create your own apps (inexpensively)
•  Show you how to find and hire a programmer to do the “work” for you
•  Teach you some killer marketing tactics

And then he’ll answer any questions you have, LIVE.

But only if you’ve registered.

(And now that my own first app has passed from “Awaiting Review” to “Being Reviewed” by Apple, maybe I’ll by the time of the webinar I’ll be able to show you what even a non-techie like me can contribute to the app world.)

See you there?

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Just in case  you’re not already on the “Dan Saves Radio (People)” list…

…or if you are on the list but somehow didn’t receive the email announcement…

We’ve (finally) got the exact starting time for tomorrow’s free webinar that will show you how to create your own iPhone apps…even if you (like me) you know nothing at all about (and have no interest in) “writing code.”

When: Thursday, February 2; 8PM Eastern / 5PM Pacific

Although the webinar is free, you need an own invitation to attend. (When you register, you’re assigned an individual access code.)

If you haven’t already registered, join the list and instantly you’ll be sent an invitation.

By the way, one person emailed me to say he’s already created his own wonderful app despite his total lack of technical knowledge.

Turns out he was referring to a website that lets you create cookie-cutter apps “for free” — assuming you’re willing to have your app run ads for them. Or they won’t run ads on your app…for “just” $79 per month…forever.

Okay, nothing wrong with that. But that’s not what we’ll be teaching you on Thursday night.

I’m hoping against hope for a super-fast approval from the Apple store of my own first “real” app; I submitted it at the end of last week.

One of the things you’ll learn at the webinar is how to get fantastic graphics for your app (something most app don’t pay enough attention to)…Even if — again, like me — you have no artistic ability.

I would love to show you the icon for my new app. But I don’t want to jinx things but displaying it prematurely.

So I’ve taken the original icon and messed with it so much that I’ve succeeded in transforming the original sharp, crisp colorful image into a dark, foreboding blob.

Anyone want to take a guess as to what my new iPhone app actually does?

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A Loyal Reader Asks:

1)  How often should station imaging for an Oldies station be updated?

2)  How often should programming promos be updated (ones that promote shows on the station and/or features)?

3)  Is it still true one of listeners’ biggest pet peeves is when announcers talk over songs?

4)  Promotions: Would listeners rather have a chance to win a large prize or small prizes?

5)  Any ideas for station swag when the station has a small budget?

6  Any advice to new morning shows who are being overshadowed by the market leader?

7)  How important is ‘the play along factor’ for listeners who don’t
participate in radio contests?

8)  Should there always be an instant prize AND a chance at winning something large?

1)  Long after the PD complains that he’s sick of it.

2)  No formula. Depends upon the program, station, audience, frequency, etc.

3)  Yes.

4)  If they feel they have an equal chance at either? Obviously, a good large prize. But that assumes a perception of equal winning opportunity. Beyond that, you should get this:

5)  Yes. See #4, above.

6)  Yes.

7)  Extremely.

8)  No.

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Let’s pretend you’re listening to the radio.

After you click the “Play” button below, look at something other than your computer monitor. Anything. (Very few people stare at their radios while listening.)

Did you notice how difficult it was to focus on the message?

Imagine the impact on a radio audience member who has absolutely no incentive to “listen” to the commercial. Instead, the spot needs to make itself heard, rather than hoping people listener hard enough.

Why did this happen?

Because they squeezed that script into a 30-second frame. The announcer had to talk much too fast for people to listen easily.

The best solution would have been to make it a :60. Yes, most Australian radio spots are :30s. But they do have :60s.

It’s possible that Nova 96.9 donated the air time and, as a rule, doesn’t “donate” 60-second spots. That doesn’t matter. Donating 30 seconds of ineffective advertising accomplishes only two goals:

1.  Makes the advertiser feel good.

2.  Allows the radio station to claim credit for public service.

But imagine how immeasurably stronger the impact would’ve been if the announcer had been allowed 60 seconds in which to deliver that message.

If it absolutely had to be a :30, then the copywriter needed to cut out half the copy.

On, one more thing: What’s the Call To Action?

Is the goal of this radio spot to get the listener to “look out for One Water at your local Woolworth’s”?

Or is it to get the listener to “find out more” by going to their website?

An effective radio commercial needs exactly one Call To Action. This spot has one too many.

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