Jerry Felder was a songwriter. When he was six years old, he contracted polio, which required him to walk with crutches until he was 40…when an accident resulted in a wheelchair being his sole mode of mobility for the rest of his life.
As a teenager, he became a blues singer. Standing onstage with the support of crutches. Not wanting his parents to discover how he was spending his time, he adopted the stage name of “Doc Pomus.”
After years as a singer he took up songwriting, because he knew eventually he wanted to get married, and it seemed obvious that continuing as a blues singer wouldn’t support a family.
He went on to co-write (primarily as lyricist) a ton of hit records, many with his longtime collaborator, Mort Shuman.
You know a lot of his songs. Too many to list here. (Elvis recorded more than 20 Pomus-Shuman songs.)
Two memorable examples: Dion & the Belmonts’ “Teenager In Love” and the fragilely beautiful “This Magic Moment.”
But I Am Not Here To Talk About How Doc Pomus Overcame Adversity.
Yes, his story is inspirational, and according to everyone who knew him, he was a kind, wonderful person.
But I am hijacking Doc Pomus’ artistry to offer a lesson both to commercial copywriters and to radio personalities.
Far too many copywriters begin their writing by looking for a clever conceit, a funny situation, or an amusing character.
Almost all radio hosts’ “show prep” consists of keeping up to date with whatever “everyone” is talking about on any given day.
Possibly Doc Pomus’ most famous and most enduring song is “Save The Last Dance For Me.”
What did you think that song was about? A high school prom, perhaps?
Probably Pomus & Shuman were sitting in their Brill Building office, trying to “come up with a song that teenagers would like”?
No.
That song was about a painful aspect of the happiest day of his life .
He was writing about how he felt about, thanks to polio, not being able to dance with his bride at their wedding reception.
Wow, huh?
He Started With The Truth.
And you should, too.
Before you begin writing your advertising copy, ask: “What is the real message that I need to communicate to the targeted consumer?”
When you’ve truly figured out that “true thing” you want to say in your spot, usually the copy “writes itself.”
While preparing for your show, ask: “What do I really care about? How do I really feel about this song/news story/ controversy/information?”
No, I don’t suggest you turn your pop entertainment show into your own personal soapbox.
If your job is to play the hits, play the hits. If it’s to entertain listeners, entertain them.
But if you want to create something that actually affects people and perhaps even outlives you…
Start with the truth.
Thank you, Doc.
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It comes down to ‘REAL or FAKE’.
“you’ve got a 50% chance of showers today so bring that umbrella” is FAKE weather. Does anyone (no) actually talk like that in real life? OR my two timeless favorites: “save like never before” (really, who in the real world sez that?) and of course the all time fave: “The biggest Sale ever!” Every week it’s the FAKE biggest sale ever! This is not REAL. Its FAKE. And your audience will respond (or not) accordingly. Get Real.