DAN O’DAY TALKS ABOUT RADIO

THE RADIO STATION APOLOGY COMMERCIAL

by Dan O'Day on July 29, 2010

Until now, I’ve shared this commercial only with a few clients.

If you like it, you have my permission to adapt it (but not to reprint elsewhere) for your own on-air use.

If you don’t like it, then you don’t have my permission to adapt it for your own on-air use.

NOTES

1. Do not create a fictitious client and storyline. It must be real to be effective (although it certainly can be exaggerated).

2. Do have the actual client voice the spot (even though you will write it for the client).

“APOLOGY” COMMERCIAL @2010 Dan O’Day

(ANNOUNCER) The following is an Official Apology by Radio X. It is not now and never has been our intention to cause physical discomfort among the members of the (LOCAL) business community. But to our shock and dismay, it appears that we have. Here to explain is Mr. Edwin Schmidt, the owner of Schmidt’s Department Store.

(CLIENT) My name is Edwin Schmidt, the owner of Schmidt’s Department Store. When Radio X agreed to advertise our big Summer Clothing Sale, they said we should expect to see even more customers in our store than usually turn out for one of our sales. They did NOT tell me, however, that our radio commercials would cause SO MANY more people to shop at our big Summer Clothing Sale that our entire staff would have to skip our meal breaks and rest breaks in order to serve all of our customers. This happened not just one day, but ALL THREE DAYS of our sale.

As a result, all of us at Schmidt’s Department Store went without food, beverage or rest from the time we opened our doors at 9 o’clock in the morning until the last customer left at sometime after 5 in the afternoon. While it certainly was wonderful to have had our most successful Summer Clothing Sale ever, some of our more delicate staff members mentioned to me that it WOULD have been nice if we had had time at least to use the bathroom facilities once or twice.

(ANNOUNCER) The staff and management of Radio X sincerely apologize to the employees at Schmidt’s Department Store. If you are a business owner who would like us to help you attract more customers than YOUR employees can comfortably handle, please call Ms. Sally Sikorski, Sales Manager at Radio X. Thank you.

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RADIO PROGRAMMING: WHAT “LOCALIZATION” REALLY MEANS

by Dan O'Day on July 28, 2010

A Loyal Reader Writes:

“I am a morning drive announcer with an adult contemporary station that serves three different cities. My manager wants me to be more ‘local’ in my on-air chat.

“How can I do this without alienating the other cities? Or should I keep on doing what I am now, which is sharing stories and information that can be of interest to all three communities?”

Both you and your manager need to redefine your understanding of “local.”

“Local” does not mean it happened within your geographic community.

“Local” = anything that is of interest to your listeners…regardless of where the event occurs.

And the more skilled you are as a personality, the more able you are to make practically any topic “local.”

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R-RATED EXAMPLE OF AN IMPORTANT ADVERTISING PRINCIPLE

by Dan O'Day on July 27, 2010

In my radio advertising workshops, I teach the importance of selling the results promised by the product or service.

Please Do Not Watch This Video If You Are Offended By “Adult” Material

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This TV commercial illustrates one way in which you can sell the negative results which may occur if you don’t have the advertiser’s product.

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MONDAY RADIO COMMERCIAL SMACKDOWN: CEDARS-SINAI HOSPITAL — 36.67% of The Way There

by Dan O'Day on July 26, 2010

Here’s a good 22-second commercial, followed by 38 wasted advertising seconds….

How disappointing. They begin so well.

They get our attention with the baby sounds.

Then they intensify our focus with the opening line:

“….they almost didn’t exist.”

Okay, they’ve got us.

And now they define the problem in simple, relatable language:

“That’s because their mothers thought they had to choose between motherhood and fibroid treatment.”

They continue to lead us down their path:

“Treating your fibroids shouldn’t stop you from having a child.”

And then apparently the original writer is taken off this commercial and replaced by some hospital employee who thinks “radio advertising” = “boasting.”

And who, by the way, has not yet learned to write coherently.

“Treating your fibroids shouldn’t stop you from having a child. That’s why Cedars-Sinai is one of the only places in Southern California to offer a minimally invasive fibroid treatment…”

Huh? That might explain why Cedars-Sinai offers the treatment, but it doesn’t explain why it’s one of the only places to do so.

The procedure’s being difficult or expensive might explain why it’s offered by only a few places.

This, for example, would make sense:

“Treating your fibroids shouldn’t stop you from having a child. That’s why Cedars-Sinai offers a minimally invasive fibroid treatment…”

And now it’s time for the requisite “Look How Special We Think We Are” advertising garbage, leaving behind the urgency that was so skillfully created just seconds earlier:

“We’re always finding ways to improve patients’ lives.”

“It’s just another reason why Cedars-Sinai has been voted L.A.’s most preferred hospital for over 20 years.”

It’s a shame. They did such a good job of attracting the attention of the targeted listener…and then squandered the majority of their commercial time.

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