This is from 2003; hence the no-longer-quite-so-topical references.
In my in-station workshops, I teach a foolproof system for developing a virtually limitless supply of new ideas for radio features, promotions, branding, etc.
I call the process “Designing Your Station’s Unique Listening Proposition.”
Here’s an idea that came from such a workshop at FFN (Hanover, Germany).
Battle of the Dialects
In Hanover, it might be Lower Saxony vs. Bavarian.
In the U.S., it might be “southern” vs. New England.
Two possible approaches:
A) Telephone contestant has to identify which dialect a particular expression is from.
In the U.S., it might be the very southern expression, “How’s mom and them?”
In the UK, it might be the Welsh expression, “There’s tasty, isn’t it?”
or
B) You give the contestant a generic translation of an expression from a particular dialect, and the caller has to recite the actual expression.
Example:
JOCK: What’s the Pennsylvania Dutch expression that translates to, “We often learn our lessons too late in life?”
CALLER: “We grow too soon old and too late smart.”
Here’s a “testimonial” spot that tells a story, taps into real emotion, and is completely believable:
My only criticism: The tag at the end of the radio commercial needs a better delivery.
The advertisement’s producer, Rod Schwartz, responded:
“Based on your exposure just to the spot in question, I can’t argue with you. It was the first in a series of commercials produced over a period of several months for the client. And the blame falls more on me, as her coach, than on the talent in question.
“The tag at the end was read by the doc’s nurse, whose performance improved with time and practice.”
Rod sent me the second spot in the series, and indeed the nurse’s VO performance already was noticeably better:
From radio imaging genius John Frost.
If when you click on the “play” button above you are not able to view the video, please use this alternate video player.
A Loyal Reader forwarded an e-mail from his station’s consulting firm:
“Dan — Have you seen this? I would like to get your opinion on it before I can report back to the boss with my recommendations.”
The consulting firm had summarized what it felt were the study’s key points:
“More words are better than fewer words, all else being equal.”
“More brand mentions are better, especially early in the copy.”
“Straight voice and ‘sing and sell’ techniques were weak.”
“Simply duplicating a TV soundtrack was weak.”
“Ads of 45 seconds or more in length were more effective.”
In addition to the consultant’s summary, I read the entire original report. While in no way attacking the report, I don’t see much that can be used.
Most of it refers to very old studies of questionable validity.
And they refer to “recall,” not effectiveness. Those two terms are not interchangeable.
More words are better than fewer words, all else being equal.
The problem with that statement is: “All else” never is equal.
You might say, for example, “More words are better than fewer words, assuming the two versions are equal in dramatic impact.”
But often to make a greater dramatic impact, you need to use fewer words.
More brand mentions are better, especially early in the copy.
Again, that’s just to try to get people to “recall” the brand.
That doesn’t mean they’re at all motivated to buy it.
Frequently mentioning the brand name early in the copy, however, usually does scream to the listener, “This message is all about us! It has nothing to do with you! Carry on with your life as we continue to babble about ourselves.”
Straight voice and “sing and sell” techniques were weak.
If by “straight voice” they mean an “announcer” delivering an announcer-ish reading, I agree.
But does “straight voice” include one person talking directly to the listener in a compelling, relevant manner?
Simply duplicating a TV soundtrack was weak.
I agree completely.
Ads of 45 seconds or more in length were more effective.
…which is why I teach, “The more you tell, the more you sell.”
Frankly, I really don’t see where any of this merits a meeting in your station. But you’ve asked for my opinion, so there it is.
