DAN O’DAY TALKS ABOUT RADIO

Many readers don’t know who Arthur Godfrey was; many others only vaguely recognize the name.

Although I remember him from being on TV when I was a kid, I was much too young to fit his target audience.

But Godfrey was a master of Radio as a one-to-one communication medium. And he was known for his folksy, personal, live commercials.

Here is Godfrey’s definition of the only two elements required of a successful commercial:

“Listen to what I’m saying….

“….and believe what I’m telling you.”

He was right.

Get your target audience to pay attention to your sales message.

And get them to believe your sales message.

Nothing else matters.

A Loyal Reader Writes:

“Several years ago I had the pleasure of attending your air personalities seminar and meeting you personally. At the end of the seminar, you gave a small speech I have since referred to as the ‘It’s OK To Get Out’ speech.

“I knew it was time to get out when I found that postscript to be the most inspiring part of an exceptional seminar. You have a great gift for communication, and you bestowed another gift on me: the permission to admit it was time to leave.

“Oh, it didn’t happen all at once, but after 30 years in a business I had loved, I realized that the love was no longer there. I won’t bore you with comparisons to divorce, but having been through that, too, I feel qualified to say that the feelings and experiences are much the same.

“Your success in a different, though related, field proves that even long-time radio pros can be re-invented, or rather, that we can re-invent OURSELVES if we take the time for proper assessment.

“I am now a successful account manager for a major firm, have an office with a view, a great salary, and no longer work weekends or holidays. In spite of all this, there are still times when I MISS RADIO LIKE CRAZY!!!

“I have, however, found creative outlets that can quell the craving for satisfactions inherent in the radio biz.

“1. I’ve used my talents as a voiceover specialist for commercials, training videos, and other ventures.

“2. I joined a local singing group. I had the chance to sing a solo at a major performing arts center for an audience of over 2,000.

“3. I’ve performed in more local and regional plays than I can count.

“4. I’ve written articles for local newspapers and magazines, and I am working on a novel.

“Also, six months ago, I got word that I’d be the voice of a cartoon character on a locally-produced cable series.

“The point — which I hope you’ll share with other displaced radio pros — is that the end of a radio career is not necessarily the end of creativity and performing.

“It started, however, with your seminar. I’m sure you never dreamed that a seminar designed to help people succeed in radio would also inspire courage in someone to be a success OUT of it, as well. THANK YOU!”

The latest issue of my Radio Advertising Letter includes an article about appropriate criteria for judging a radio advertising competition, as well as a commercial script I wrote for a Japanese restaurant client.

This posting is for subscribers to add their own comments….

It’s not a difficult concept to grasp:

The opening line of a radio commercial is the “commercial for the commercial.” It’s the one chance to grab the attention of the targeted listener.

Whose attention does this opening line attract?

Now, the entire commercial….

Presumably there are some benefits to the discounts Amtrak is offering. Too bad no one ever will become acquainted with those benefits as a result of having this commercial played on a radio near them.