1. DELETE every third word of your copy. If you can remove 1/3 of your words, your copy is too verbose.
2. PRODUCE the music track separately from the voiceover.
3. USE effects only to accentuate the music.
4. SHORTEN the distance between the idea and the expression of the idea. Rather than having one person write the copy, another voice the copy, and a third person produce it, cut at least one of those people out of the process. If you can write, voice and produce the promo, you’re in the best possible position. If you can write the copy, coach the voiceover, and then produce the spot, that’s almost as good.
5. FILL the creative well. When you’re not on the job, you’re still on the job. Regardless of what you are doing in your off-hours, always observe human nature. Those observations are the well from which you’ll draw your creativity when producing promos.
6. GIVE yourself enough time to finish a project without interruption. For the first 4 hours of your workday, hang on your door a sign that says “Radioactive: Do Not Enter.” Let everyone know that you mean it. Other people can bring you their problems and requests during the second four hours of your workday.
7. KNOW when you’re finished. When you’ve achieved your goals and it sounds really good, STOP. You’re done.
Dave Foxx will conduct a live teleseminar, fielding questions from radio station imaging people around the world. Here’s all the info.
{ 7 comments… read them below or add one }
Looking forward to the teleseminar – signed up this morning!
One other tip, if I may….
Listen to the radio imaging in the "Dingo and The Baby" episode of "Family Guy."
Don't do that.
I want me a “Radioactive: Do Not Enter” sign! I think I'll manufacture one today!
that pic looks like Seth Macfarland in 30 years…
@ Ted…
Except it's cropped to NOT show the pile of money he's sitting on.
I got one from an old radio tower that read "WARNING: RADIO FRECUENCY RADIOATION HAZZARD– AUTHORIZED PERSONNEL ONLY" whatever you do (if you live in an apartment complex and work out your place) DO NOT put it on your front door! trust me, you will lose more time explaining to the complex manager and local authorities why you put up that sign rather than putting up a "Do Not Disturb" on the door knob (good times… good memories …. lol)
off topic as to imaging, but on topic as to signs…
I once worked at a station where our studio was off in the middle of nowhere at the transmitter site. It was a windowless blockhouse with one door.
We stuck a sign on that door that read, "Please use other door."
It regularly confounded anyone that drove out to the studio.