≡ Menu

Almost exactly one year ago I critiqued a Cedars Sinai Hospital radio commercial.

The first 22 seconds were excellent. The remaining 38 seconds were…very not excellent.

Here’s another advertisement for the same hospital. Voiced by the same person. Probably written by the same person…who appears to be improving.

Unlike last year’s spot, this one doesn’t desert the targeted listener.

It provides good examples of Pacing & Leading and of Presupposition, both of which are among my Hypnotic Advertising techniques.

So….Is their advertising really improving? Or did they (and we, the audience) just get lucky this time?

I’m hoping this spot is the result not of luck but of improved skill.

{ 1 comment }

Italian radio stationA couple of years ago I had the privilege of consulting the morning show of Italy’s R101 — based in Milan but broadcasting to the entire country. Here’s what was going on in the producer’s studio that faced the on-air studio.

Note: This video displays real radio people. Viewer discretion is advised.

{ 0 comments }

December, 1997:

Another travel-filled month.

First there was a quick trip to Traverse City, Michigan, to conduct my Air Personality Plus+ seminar for Ross Biederman’s Midwestern Broadcasting.

The highlight of this trip came on the flight back to Los Angeles from Chicago. Our flight attendant was a real funny guy. At least, he was convinced he was.

To prove it, he stood over me and insisted on telling me the dumbest, lamest jokes imaginable. After each lame joke, he then would lean past me to repeat it for my seatmate.

My last trip of the year brought me back to Europe (first England, then two cities in Germany).

It began with an overnight flight from Los Angeles to London.

I realize that many people assume that we business people traveling alone on international business are constantly tempted by chance meetings with glamorous members of the opposite sex.

Here is the reality:

When I checked in for the flight, I asked if the seat next to me was vacant. The airline employee checked the computer and said, “Yes, it is. Would you like me to place a block on it for you?”

You bet I would. This meant that unless the cabin sold out, the seat next to mine would remain empty for the entire trip to London.

We frequent flyers become very territorial.

Ninety minutes later I boarded the plane and went directly to my seat. To my great surprise, comfortably ensconced in the seat next to mine was a very attractive, exotic-looking young woman.

She looked up and gave me a big, welcoming smile.

And despite all my years of attempts at civilization, I immediately became aware of an instinctual, primal response welling up inside me:

“Damn it! That seat was supposed to be empty!”

And I didn’t talk to the beautiful, exotic young woman once during the entire 10-hour flight.

Next Installment: A Medical Emergency in Essex, England

{ 0 comments }

HOW TO SPOT A GOOD YOUNG RADIO MORNING JOCK

morning radio personalities

A Loyal Reader Asks:

“What characteristic should you look for in a morning jock — especially when you go talent hunting from a ‘virgin source,’ e.g., a college campus?”

Someone who is a natural-born communicator.

Someone with an abounding curiosity about and interest in life in its many forms — including, especially, people.

Someone who is self-motivated.

Someone who is self-confident.

Someone who doesn’t believe you when you tell him something is impossible.

Someone who hates to lose — but who cares more about *winning than about not losing.

*Winning = Doing Great Radio.

Someone who doesn’t discourage easily.

Someone who understands that everything could be improved upon. (Especially her own work.)

Someone who loves to learn.

Someone who learns from everyone.

Someone who isn’t afraid to say, “I don’t know.”

Someone who isn’t afraid to say, “Oops! My mistake.”

Someone who isn’t afraid to ask for help.

Someone who understands that natural-born “voice quality” is one of the least important elements of the job.

Someone who understands that the microphone is an integral part of his vocal equipment and learns how to use it.

Someone who dreams big.

Someone who respects other people — regardless of the other person’s race, religion, age, culture…and musical preference.

Someone who respects herself.

Someone who finds joy in life. And pleasure in sharing that joy with others.

Someone who instinctively “gets” that being “professional” means never, ever saying, “Oh, that’s good enough. No one will notice.”

Someone who somehow is wise enough to realize that the people who listen to the radio station are more important than the people who work for the radio station.

Someone who can get at least 10 great show prep ideas from a Chinese restaurant menu. (Regardless of whether it’s written in Chinese.)

Someone who cares enough to argue with you.

Someone who can handle repeatedly losing arguments with his PD.

Someone who for years practiced her own radio show by speaking into a broom or a hairbrush. (Note: If that behavior continued past the age of 18, it’s probably not a good sign.)

Someone who is skeptical.

Someone who is idealistic.

Someone who has principles.

Someone who is a bit brash.

Someone who sometimes is a bit scared — and doesn’t let that stop him from trying.

Someone who never is satisfied with her own work — but is proud of her good work.

Someone who absolutely loves hearing something great on the radio — regardless of the station or format.

Someone who can recognize and analyze weaknesses in other performers — and keeps those thoughts to himself while learning from them.

Someone who occasionally will drive you crazy.

Someone who doesn’t think she already knows everything.

Someone who often asks, “Why?”

Someone who often asks, “Why not?”

Someone who wants to be the very best but knows he isn’t yet.

Someone who isn’t afraid of failure (but wants desperately to succeed).

Someone who reads all the time. Except during her show.

Someone who is introspective.

Someone who is self-aware.

Someone who is empathetic. (Not the same as “sympathetic.” Empathy is the ability to imagine yourself in someone else’s situation.)

Someone who knows lots of words. And where and how to use them.

Someone with a deep, burning desire to reach through the microphone, grab the listeners by the ears or the lapels or the heart, and shake them at least gently.

Someone other people enjoy being with.

Someone in whom you see greatness — even if he doesn’t yet see it in himself.

{ 3 comments }

HD RADIO: Not Quite An Advertising Success

I received this from Alan Peterson (“Not The News-Talk Guy”):

Your own LA Daily News is reporting on HD Radios going on clearance at Radio Shack:

(Go to the bottom of the page)

What’s very telling is the closing line to the article:
“…the marketing was even worse than the content. Can you remember even one commercial? They have been running for more than five years.”

Very sad when radio can’t even sell itself…

Yup.

{ 0 comments }