What have you always wanted?
You don’t have to narrow it down to just one thing. Just take 10 seconds to list some of the things you’ve always wanted.
Done?
Okay, give this a listen….
So, was that on your list of things you’ve always wanted?
How many listeners do you suppose will remain listening after hearing that opening line?
The latest issue of my Radio Advertising Letter features my critiques of three commercials submitted by a subscriber. Each commercial featured either the client’s voice or a real testimonial voice.
In addition to critiquing each spot, I reproduced them to illustrate how they could have been improved with better use of music and/or voice.
This posting is for subscribers to add their own comments….
Richard Horvitz
If you have trouble viewing the video above, use this alternate video player.
A Loyal Reader Asks:
“As the morning show co-host, I want to play music that acts as a synergy between our two personalities and the station’s flavor — as well as separating our show from the rest of the clutter.
“The two of us have off-the-wall personalities. I would like to play music which fits our personal styles. But some of our station’s hottest songs really don’t match our personalities.
“Is it a good idea to separate us musically to some extent because of this?”
While the morning show should not be playing music that contradicts the radio station’s music image, it is quite common to have a more restrictive playlist during the morning show than in other dayparts.
Often, for example, some of the “harder” songs aren’t played during in the morning.
Also, your morning show probably plays fewer songs per hour than other dayparts. This means the morning playlist must be more selective, to insure that when a listener does hear a song during your show, it’s a hit.
If you play music during your show, you are representing the station’s music brand. Playing songs that fit your personalities is nowhere as important as playing songs that appeal to your target audience.
A few years ago I spent an afternoon with 100+ very bright people from Canada’s CHUM radio group, teaching my Guaranteed 5-Step System For Creating Radio Commercials That Get Results workshop.
A big part of my “system” involves generating original, compelling opening lines for the commercial.
Here’s an opening line generated by a CHUM account executive, Chris de Corneille, for a jewelry store client:
“Your jewelry should be seen and not stored.”
As I so often teach & preach:
“Successful advertising intersects common human behavior.”
Chris’s headline succeeds in doing just that.
