This should be so obvious. 
So why do most voiceover performers do it wrong?
Nancy Wolfson demonstrates….
Nancy was a featured guest speaker at this year’s International Radio Creative & Production Summit. We’ve just released a limited edition of the Summit 2009 Complete Audio Record.
A couple of weeks ago I shared with you a brief video of John Records Landecker talking about — what else? — radio.
Here is the second part of that video.
The part you didn’t know existed.
The part that you’ll probably remember for a long, long time.
Time for another look at award winning radio commercials — spotlighting the good and the bad from the 2007 Radio Mercury Awards
This one was a finalist in the “Radio Station Produced” category.
“Food grows where water flows” — Great, now I’ll be hearing Edison Lighthouse in my head all week.
So, what do you suppose this commercial was intended to accomplish?
Well, the Call To Action is to visit their website if you happen to be hankerin’ “for information regarding the importance of adequate and dependable supplies of farm water.”
Exactly how many radio listeners do you estimate visited that website as a result of hearing this campaign? If you said “none,” you’re wrong.
I visited the website — after replaying the spot a couple of times to catch the actual URL — to reverse engineer this campaign.
The California Farm Water Coalition is a 501(c)(3) educational organization. In other words, one of those “special interest groups” we hear so much about. It attempts to influence both public opinion and politicians to agree with the Coalition’s point of view.
Unfortunately, often it’s more difficult to influence public opinion than it is to buy…I mean, “educate” elected officials. After all, you can’t promise lucrative consulting jobs to every voter who supports you.
——-
Pre-Emptive Notice: I don’t have an opinion about the California Farm Water Coalition, its members, its leadership, or its goals. This is a discourse about advertising, not about California water usage.
——-
The goal of this campaign appears to have been to enlist voters as Coalition supporters.
How? By motivating them to go to the Coalition’s website and become convinced that the Coalition represents Goodness, Fairness and Common Sense.
Except….
I’m the only listener who visited that website as a result of hearing this commercial.
